
It is safe to say that sustainability has surpassed being a trend to achieve lifestyle status. Based on the survey results presented here, it’s clear that today’s shoppers are more eco-aware than ever. Respondents rate eco-materials “very important” in buying decisions of both apparel and footwear and say they are willing to pay more for eco-friendly products. When asked, “Which of these eco-friendly behaviors, adopted during the pandemic, do you believe will stick?” 63 percent of survey participants replied, “value products that promote health & wellness,” while 59 percent said they would be “less wasteful” and “reduce overall consumption in general.” In other words, live sustainably. Yet, obstacles remain. Price is oft cited as a drawback to buying eco-responsible goods, and product claims are also raising concern — respondents noted being “skeptical about the sustainability claims made by brands.”
The survey, conducted by MESH01, included 414 respondents, men and women, with an average age of 35 years old.



