Environmental Report Let’s make the


The increasing importance of environmental


consequence in the supply chain has ensured that key industry players are endeavouring to ensure the fashion and textile industry is both sustainable and ethical. P&P examines how some key industry players are committing to this.


W


ith the increasing drive from consumers to sustainability, the


pressure for the fashion and textiles industry to follow suit has accelerated. This new breed of ‘ethical fashion’ is a drive towards sustainability in the whole supply chain, and not just the product that ends up in the hands of the end user. A research report, published by London-based creative agency Fox + Hare, reveals that British consumers are ready and willing to abandon their favourite brands if their expectations around positive social and environmental impact remain unmet. Survey data from ‘Staying relevant in the 21st century: What people really think about brands, positive impact and saving the world’ shows that while 81% of people expect brands to take positive action on relevant issues,


| 36 | October 2023 An estimated


30% of all apparel produced is


overproduction. The urgent need for industry-


wide change is the catalyst for Kornit’s impact strategy


only 44% think companies are currently doing enough.


50% of those surveyed said that they’d switch from their preferred brand to a competitor with stronger credentials on positive impact. And 49% of those surveyed said they’d spend more money on products which deliver a positive impact, even during a cost of living crisis.


Digital Traceability


According to market research company Textiles Intelligence, this begins with full transparency across the supply chain.


“Textile and clothing manufacturers, brands and retailers face growing pressure from consumers and government regulations to address fraud, identify human rights issues and other malpractices, and substantiate claims made about the environmental sustainability of their products,”


www.printwearandpromotion.co.uk planet better


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