Surveys by Publications:
Footwear Insight Textile Insight Outdoor Insight

Do you approve of brands or retailers taking a stand on political issues?

I feel like if they take a stand and fight for issues that are important, it tells me the character of the people that work there. Male 48

I believe to put your money where your beliefs are so if a brand stands behind something that I believe in I will 100% support them. Female 31

Just as long as they are transparent. Male 32

Everyone has an opinion. I’m not going to discriminate against a quality product if they have an opinion. Just like I wouldn’t discriminate against a friend of their opinion differed from mine. Female 35

It doesn’t bother me that much. I think its OK for them to comment about environmental or energy politics as their products directly effect that. Male 35

Yes, we all should have the right to use whatever platforms we have available to use to promote what we believe in.  If consumers’ alignment with the view impacts their purchasing decisions, then that’s just part of the deal. Female 50

Patagonia stands above everyone else and earns my respect for being not just about money. Male 41

I’ve realized that I’m voting with my dollars whenever I buy something, so whenever possible I like to support a brand that I believe perpetuates my same values in the world through manufacturing, activism, etc. Female 30

I don’t approve but it lets me know who to avoid. There is often a fine line between environmental issues and political issues which I understand. Male 38

I approve of people doing the right thing. Companies taking a stand on issues means, to me, that they are trying to appeal to the masses to get the masses to buy their product, and seems like a fairly cheap manipulation tactic and actually turns me off. I’m more impressed when I stumble across a company doing the right thing because it’s the right thing, and doing it quietly without a big show. Do that and I will buy from you forever.  Like my Mom always said: your walk talks and your talk talks, but your walk talks louder than your talk talks. Female 38

I hate when companies get political. Male 25

Politics are politics and I really don’t let other people’s choices influence my decisions. I base my decisions on quality, fit and size. Male 50

I feel it unnecessary for companies to take a stance on politics. I feel that many times regardless of the topic it is a marketing ploy and reflects poorly.  Female 30

I think brands should stick to doing what they do best!  Female 27

Just make and sell goods please. Male 32

It’s too divisive, depending on the issue. Some things are “safe” to promote, but it’s a turn-off if they use their brand for an opinion I don’t share, and I’m not very open to wearing a brand whose beliefs I don’t share. Male 58

I like to know if a company I send money to uses the money for political reasons so I can decide if I need to take my business elsewhere. Male 23

There is no such thing as apolitical... Female 33

As economic drivers, companies that take political stances have the opportunity to create change. Female 30

Actions speak louder than words though.
Male 30

As long as it is in an effort for stewardship, environmental and relatable to their business model. Female 39


How important is a “Made In America” product label in your decision making process?


“I prefer to buy American but knowing that many products are sourced elsewhere and only assembled in the US has decreased my interest in shopping this way.” Male / 30

“Love to support local companies, but not a decisive factor in my decision-making.” Male / 28

“If it is comparably priced to a product that isn’t made in USA, I’ll pick the one made in USA.”
Female / 36

“While Made in America is nice to know, price is also important.” Female / 37

“More importantly would be what state it is made in. Made in America feels quite general.” Male / 27

“It is more important when purchasing items online. If I can determine quality (and fit) for a product in a brick-and-mortar store, where it is made does not matter.” Female / 45

“The assumption is a USA made product will be quality but that does not always hold true.” Male / 28

“As long as the company treats their employees fair, it doesn’t matter what country it comes from.” Female / 30

“I generally do not think about where a product is made before grabbing it, but if I happen to notice two products side-by-side and one clearly states that it’s made in the USA, I’ll get that one, depending on the price difference.” Male / 27


“I prefer Made in America to help our own economy grow and because I believe our quality is second to none.” Male / 31

“It will be the decider between two similar items.” Male / 18

Because we make a good quality products Female / 39

“I enjoy most when a product is made here in the U.S. We have all the resources and talent.” Male / 38

“Giving back to American is very important to me.” Female / 38


“There is no clear benefit to ‘Made in America’where product quality is concerned, and price is usually higher regardless.” Male / 32

“I’m more concerned about the brand than where it’s made.” Female / 37

“Things made in America are usually more expensive and not always better quality.” Female / 29

“Great quality products are made [all over] the world. I would love to keep the money in the American economy because I live here but it would not affect my decision to purchase a product.” Male / 31


Do you relate the concern about plastics to your wardrobe products made with polyester?

YES / 34%

“I recently washed a sweater then dried it by mistake. The way it feels and ‘sounds’ makes me wonder what it really is!” Female / 49

“Natural items sound better.” Female / 56

“I do know this is a bi-product, but its synthetic nature outweighs the plastic concern.” Male / 38

“I worry about toxins in all areas of the environment, including my clothes!” Female / 48

“I try and limit plastics both in my housewares and my clothing (like polyester) as they can harm sea-life.” Male / 31

NO / 66%

“I’ve never thought of this before. I think I should.” Female / 41

“I had not considered that before, but it’s a good point that probably gets overlooked due to water bottles and grocery bags getting most of the press.” Male / 30

“I hadn’t thought about clothing being part of the growing plastic accumulation on our planet.” Male / 41

“I haven’t yet, however after reading this question I will be.” Female / 38

“I never really thought about plastic being in polyester. That’s a really great question.” Male / 29

“I’ve never really thought about that to be honest since polyester is so ingrained in the outdoor community.  This is something I’m going to have to research more.” Male / 42