Insights specific to the fashion and electronics industries as well as plastic packaging.

Fashion: Circular fashion products are visible

In the last 12 months, 67.6% have seen a circular fashion product in store or online. More than half have bought at least one circular fashion product. A total of 32.4% have not seen a circular fashion product, which highlights improvement opportunities in marketing and communication around circularity. The youngest (18-24 age group) are most engaged, with 84% having seen a circular fashion product and 43.6% having bought at least one.

Fashion: Style and purchasing power drive circular buying decisions

The primary reasons for choosing a circular product are still style and the price. Contributing towards environmental and circular causes ranks third. Companies should highlight the value of greener and circular manufacturing and sustainable materials but must consider the preferences and characteristics of the targeted customer segment, for example style or purchasing power. Price is especially relevant for the younger generations, which is potentially linked to their purchasing power. For those 55 years and older, the act of being sustainable scores above average (38.3%). While cost is not irrelevant, they are willing to pay more than their younger counterparts perhaps indicating that as purchasing power increases so does the possibility to act more freely and according to personal conviction.