Sustainability and brand authenticity are becoming more important consideration elements in UK consumers’ fashion purchasing decisions. According to Centra’s recent analysis, “How Your Brand Can Capture Its Full Potential Globally,” two-thirds of customers believe fashion businesses must “hard bake” sustainability into their brand principles. 45% of buyers say they would buy more from fashion firms that promote their environmental initiatives. Two-thirds of buyers want the online experience to reflect the personality and values of the company. 51 percent said that if they thought a merchant was ‘greenwashing,’ it would make them dislike the brand. The CMA is already clamping down on fashion shops that engage in “greenwashing.”
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