04 Jul 2024

Will Sustainability Data Transform Consumer Behaviour?


Guest writer: Rikke Biehl.

Rikke, founder of Delogue, leverages extensive fashion industry experience to help companies achieve their potential. Her passion for fostering collaboration and transparency led to the creation of Delogue, a cloud-based PLM designed by design professionals for the apparel and lifestyle industry.

Rikke will be at Pure London x JATC this year on Monday the 15th July. Her panel will discuss What the DATA? Transform Your Brand’s Sustainability Strategy with Data. Check out the full itinerary and register for your free ticket here.


Will sustainability data transform consumer behavior?

This is the pressing question we continually ask within the fashion industry. Where does the responsibility lie - with the brand or the consumer? 

What is sustainability data, and why does it matter?

Sustainability data encompasses information on the environmental and social impact of products throughout their lifecycle. This data is crucial for making informed, responsible choices that benefit the planet.

Is it fair to expect consumers to decode these various certifications?

For today's consumer, making an informed decision when purchasing new clothes can feel like navigating a jungle. The plethora of certificates can be bewildering, leaving one to wonder what they truly signify. 

From a technological standpoint, many advanced solutions are emerging to digitalise the consumer journey. These innovations promise to simplify the process of making sustainable choices. For instance, blockchain technology can provide transparent supply chain information, while mobile apps can offer instant sustainability scores for products, making it easier for consumers to choose eco-friendly options.

However, the critical question remains: will consumers engage with this sophisticated technology, or will they prefer more straightforward, offline solutions? Current offline solutions include eco-labels and certification marks, as well as dedicated sustainable sections in stores that guide consumers towards greener choices.

Regardless of consumer behaviour, data is crucial. It enables the delivery of a life cycle assessment of a product, which ideally informs product developers during the design process. This is vital in a complex supply chain filled with dilemmas and paradoxes that must be addressed.

Ultimately, a closer connection between the brand, the product, and the consumer can foster a deeper understanding of a product's lifespan and usage. This understanding is essential for innovating materials and products for the future.

In conclusion, while the path to sustainable consumer behaviour is fraught with challenges, both technology and data play pivotal roles. Brands must take the lead in making sustainability accessible and understandable, while consumers must engage and demand transparency. Together, we can drive the fashion industry towards a more sustainable future.

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