The meteoric rise of fast-fashion has brought with it a serious philosophical for consumers: should they consider mass produced goods' impact on labor practices and the environment?
Shoppers are increasingly considering sustainability when making purchases, according to research conducted by CGS in November 2018, which found that 68% of US internet users deemed product sustainability an important factor in making a purchase.
Some retailers are paying attention to consumer demands for a better understanding of issues that once were likely ignored, such as ethical supply chains. For example, the fashion retailer Everlane has incorporated a policy of "radical transparency" into its brand identity by sharing the details of product markups, sourcing practices and manufacturing facilities with shoppers.
Among UK fashion retailers polled by Censuswide on behalf of Klarna in July 2018, 44% of respondents prioritized increased sustainability and ethical standards for their businesses.
The trend toward increased sustainability is especially important among younger cohorts.