A new poll by Changing Markets, an organisation dedicated to reducing the environmental footprint of corporations and the Clean Clothes Campaign, indicates Americans seek more supply chain transparency from clothing brands. The poll, which comprised of over 7,000 interviews across seven countries (more than 1,000 in each), including the US, asked participants to share their public perceptions on environmental and labor issues within the fashion industry.

It found four in five Americans (79 per cent) think clothing brands should provide customers with more information on their commitments to protecting the planet, and what measures they're taking to minimise pollution within their supply chain. Additionally, 73 per cent percent of American respondents think clothing brands should be held responsible for what occurs in their manufacturing processes — meaning it's up to them to produce their clothes sustainably and ethically. Another 81 per cent of Americans are concerned about the working conditions of employees, with 63 per cent believing fashion industry should pay its garment workers higher wages.

The polls also revealed that less than a third of Americans polled think that industry self-regulation is the most effective way to minimise the fashion industry's impact on the planet, and nearly half of them didn't know which brands actually have sustainable supply chains, as Nike, H&M, and the Gap do. And 61 per cent of Americans said they find it difficult to know which ones do and which ones don't.