The Sustainable Apparel Coalition (SAC), an association for apparel, footwear and textile
industry, has published 'Empowering Consumers Through Transparency', a report
that explores consumer sentiment about importance of transparency in apparel, footwear and textile industry. The report is commissioned by SAC and written by global research consultancy GlobeScan.
As defined in the report, meaningful transparency is 'easily and publicly accessible sustainability information about the value chain and products that is clear, complete, comparable, and trustworthy, with the intent to enable informed decision making and drive impact improvements.' The report is designed to contribute to the thinking and debate within the industry and to stimulate greater collaboration among brands, retailers, and manufacturers to engage consumers globally, said SAC in a press release.
Access to information about an organisation's sustainability performance is key to building greater trust with consumers, and consumers would like to see the journey that brands are on to becoming more sustainable instead of claims of 'perfect practices'. Brands and retailers that do not share meaningful sustainability information publicly risk losing relevance, trust, and market share among their customers.
Arvind Limited, C&A, G-Star Raw, H&M, MAS, Nike, Pratibha Syntex, PVH, Prosperity Textile, and Zalando participated in developing the report. The report is based on findings from 12 consumer focus groups in 6 cities (Chengdu, Shanghai, Hamburg, Düsseldorf, London and New York City) and builds on a scan of existing research on the topic of transparency.
"Since the founding of the SAC, a core part of our vision has been to provide trusted and relevant information to all decision-makers - including consumers - so that they can decide how best to manage their impacts through what they purchase," said SAC executive director Amina Razvi. "Consumers are eager for more sustainability information from brands and retailers, and we're committed to enabling coalition members and Higg Index customers to share sustainability information publicly, so that they can help consumers make more informed purchasing decisions."
"Transparency leads to accountability and is essential for credible engagement of consumers on the environmental and social attributes of their products and the brand
's sourcing approaches," said Jeffrey Hogue, chief of sustainability, C&A. "In the global apparel industry, it is increasingly necessary that a consumer-facing approach is developed to provide a universal and simple way to enable consumers to make better purchasing decisions."
"Consumers are eager to see more information about a brand's overall sustainability efforts and know they can trust the information shared with them," said SAC VP Baptiste Carrière-Pradal. "They want to feel that brands truly represent them and their individual values. They also want to know more about manufacturing and how and by whom individual products are created."
The SAC and its members are using the research findings to inform projects that will increase transparency in the apparel and footwear supply chain and of products, such as a public website for sharing information about the Higg Index and SAC members' sustainability journeys, which is targeted to launch in 2020. (PC)
Fibre2Fashion News Desk – India