Over three quarters (77%) of consumers expect brands to take the lead on sustainability in fashion retail, according to a new report from Zalando. 

The It Takes Many – Mobilising collective action to enable more sustainable choices in fashion report includes research from more than 5,000 consumers across France, Germany, Italy, Sweden and the UK.

Sustainable fashion shoppers’ attitude-behaviour gap persists

The study finds that although consumers want to take steps in making more sustainable fashion choices, there is a persistent attitude–behaviour gap as many struggle to act on their intentions. It also reveals consumers view sustainability as a shared responsibility and expect action from brands, fellow consumers, governments, non-governmental organisations, influencers and digital platforms.

Two thirds (66%) of consumers say they already make sustainable choices and 62% report having “a lot” to a “moderate” amount of knowledge about sustainability.

The motivation for eco-fashion choices hasn’t gone away

But consumers want to do more than they are doing today – 71% aspire to shop for fashion items more sustainably and 74% want to wear clothes that are better for the environment.

While 77% of respondents expect action on sustainability to be lead by brands, 72% also identify individuals as needing to take personal responsibility. Many also look to the EU (66%), social media platforms (65%), national governments (63%), and influencers (61%) to take responsibility for driving eco-change within the fashion industry.

In response to the report findings, Zalando has introduced an initial roadmap for collective action. This calls for “clear and enabling” regulation that supports, rather than hinders, brands and retailers to provide greater transparency and information to customers.

“We are reaffirming our commitment to listening, learning and shaping our actions around the realities in which our customers live. ‘It takes many’ reiterates that we’re on the right path: strengthening our sustainability efforts by actively engaging a broad ecosystem of partners, suppliers, innovators, regulators, and customers in our shared journey toward becoming an even more responsible business.” 

Pascal Brun, VP of Sustainability and Diversity & Inclusion, Zalando

It argues that support must also extend beyond the point of sale, enabling customers to care for, repair, and recycle garments as well as making second-hand shopping a seamless part of mainstream retail experiences.