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A year into lockdown AND RETAILERS’ CONFIDENCE IN SUSTAINABILITY
CONSUMER DEMAND IS LEADING BRANDS’

The higher demand for Future of sustainable The impact of
business practices
COVID-19
Brand and retailer sustainability decision makers
sustainable products in U.S. and UK see greater demand for sustainable Despite COVID-19 brands and retailers have
increased investments in sustainability initiatives
practices, predicting an increase in consumer
believing that the pandemic has brought to light
spending in sustainable apparel.
how important sustainable and environmentally
What are your company’s main areas of focus when it friendly products are to customers.
comes to environmental and sustainable initiatives for
the next 12 months? Select up to 3 What kind of impact has COVID-19 had on your company’s
proactive investments in or future commitments to
sustainability initiatives, partnerships or standards?
42% 42% 40% Positive 63%
No impact 15%
Sustainable Sourcing sustainably Safe working Negative 23%
manufacturing – produced raw conditions
reducing impacts materials
of chemicals, water
and energy Since the COVID-19 pandemic, how has your customer
demand changed for environmentally sustainable
business practices and goods/services?
To what degree is your organization planning to decrease More demand
or increase investments in external sustainability than before 61%
standards or protocols?
No change 27%
43% 40% 11% Less demand 12%
than before
Increase No change Decrease
To what extent do you agree or disagree with the
Over the next 12 months, do you expect an increase or following statement? ‘I believe the Covid-19 pandemic has
decrease in customer spending in sustainable apparel? brought to light how important sustainable and
environmentally friendly products are to customers.’
50% 22% 20% 69% 26% 6%
Increase No change Decrease
Agree Neither agree Disagree
not disagree

customers – with two-thirds (61%) also noting that said Dr. Gary Adams, president of the U.S. Cotton
• 61% of brands and retailers say their customer 1,000 brands and retailers in the U.S. and UK to
demand has increased for environmentally determine the impact the pandemic has had on the there has been an increased demand for sustainable Trust Protocol. “We’re encouraged to learn that so
sustainable business practices and goods/services. importance of and investment in sustainability products. many brands and retailers are looking to set new
• Nearly two thirds (63%) believe that the pandemic initiatives. As brands and retailers look to the future, standards for the industry, instead of simply following
has had a positive impact on their company’s there is a sense of optimism for increased consumer The research also found that 63% of brands and what currently exists. As we work towards recovery in
proactive investment in sustainability. spending and investment in environmentally friendly retailers stated that the pandemic has had a positive many sectors, systems like the Trust Protocol are
• Half of brands and retailers are expecting to see an practices – with 28% of brands and retailers impact on their company’s proactive investment in available to provide the data needed to verify that
increase in consumer spending on sustainable committed to setting new industry standards for sustainability with the following main areas of focus: sustainability targets are being met.”
apparel over the next 12 months. sustainability. • Sourcing sustainably produced raw materials (42%)
• Manufacturing sustainability and reducing impacts As the vaccine roll-out picks up pace across the
of chemicals, water and energy (42%) world, consumers are beginning to think about the
Consumers around the world have adapted to social As the one year of many countries going into
distancing measures and lockdowns over the last 12 lockdown approaches, the Trust Protocol’s research • Safe working environments (40%) ‘new normal’, with half (50%) of brands and retailers
months, with the way they dress, work, and shop findings reveal that 69% of brands and retailers expecting to see an increase in customer spending
changing dramatically. The U.S. Cotton Trust Protocol believe that the pandemic has emphasized the “It is undeniable that the pandemic has caused on sustainable apparel over the next 12 months. They
recently surveyed sustainability decision-makers at importance of environmentally friendly products to unforeseen challenges for brands, retailers and attribute the most common drivers for this increased
consumers alike – but this research reaffirms the spending to a need for people to get back to normal
commitment to a continued focus on sustainability,” (62%) and that some consumers will have saved
April/May 2021 April/May 2021

money during the pandemic (67%).

As work continues towards delivering more sustainable options to meet growing consumer demand, findings
show two thirds (65%) of brands and retailers agree that data is important to their future sustainability goals.
The Trust Protocol will provide brands and retailers the critical assurances they need to show the cotton fiber
element of their supply chain is more sustainably grown with lower environmental and social risk.

The Trust Protocol is a system for more responsibly grown cotton that has committed to six areas of
sustainability in line with the U.N. Sustainability Development Goals. It underpins and verifies sustainability
progress through sophisticated data collection and independent third-party verification, enabling members to
better track the cotton entering their supply chain. Members also will have access to aggregate year-over-year
data on water use, greenhouse gas emissions, energy use, soil carbon and land use efficiency.

The Trust Protocol is included on the Textile Exchange’s list of 36 preferred fibers and materials that more than
170 participating brands and retailers can select from as part of Textile Exchange’s Material Change Index
program. The Trust Protocol also is working to align with existing standards in the cotton industry and is part of
the Forum for the Future Cotton 2040 and the CottonUp guide.