With sustainability now central to the fashion agenda, consumers are demanding more than vague green claims. Brands must provide proof through independent, verifiable standards.
To better understand expectations, PEFC partnered with YouGov to survey over 5,300 consumers across the UK, France, Spain, and Italy. The findings were revealed in PEFC’s webcast “I Care: Consumer Expectations on Fashion from Sustainable Forests”, part of the Forests for Fashion initiative.
According to the survey, 74% of consumers believe that forest-based fibres in clothing should come from sustainably managed forests. However, only 25% feel that brands are taking sufficient action on environmental concerns.
“It is not enough to offer a vague green statement: the claim must be backed by independent, verifiable standards,” said Deepa Hingorani, PEFC’s Market Engagement Specialist. “That gap between expectations and action is where credible third-party certification like PEFC plays a critical role.”
The webcast explored key questions:
- What should brands communicate about forest-based fibres?
- Why is third-party certification vital for building trust?
- How can brands avoid greenwashing while staying compliant with regulations like the EU Green Claims Directive?
- What practical steps can brands take today to align with consumer values and legal requirements?
The discussion stressed that transparency is now a business imperative. Verified sustainability practices not only build trust but also help brands differentiate while meeting regulatory demands.
The call to action emphasized sourcing responsibly—whether through sustainably sourced viscose, lyocell, or forest-friendly packaging—backed by certification systems like PEFC to ensure that sustainability claims have real impact.