As per a study by London-based sustainability focused transparency platform Compare Ethics, only one-fifth of shoppers trust brands’ sustainability claims. Conducted by market research firm Centiment, the study focuses on trust as a key factor in the purchase making decisions of consumers. As per the study, consumers are growing ever-resistant to blame-shifting tactics by corporations, especially when the data is available. Around 83 per cent consumers are more likely to trust a product’s sustainability claim if it is verified by a third party, and 53 percent of consumers see brands as positively reforming the garment industry.

There is a dire need for improving communication on social sustainability amongst consumers as only 22 per cent of them associate sustainability with a brand paying workers a living wage. Wendy Hammett, Advisor, London Fashion Fund expects consumer spending to tighten amid coronavirus. He advises brands to consequently anchor trust into their sustainability credentials if they aim to retain loyalty and market share.

Brands should verify the claims they are making. Like Amazon’s Climate Pledge Friendly program they can utilize third-party certifications like Cradle to Cradle and Textile Exchange to verify sustainable claims for products on its site.

Compare Ethics uses its verification technology to build trust in sustainability, helping to connect citizens with products deemed ethical and environmentally sound since its founding in 2018. Its sustainable ranking algorithms have verified more than 3,500 products from 50 brands. The company surveyed 1,250 members of the general public aged 18 to 65 split between male- and female-identifying respondents to uncover these findings.