Market Research: Mckinsey'S Sample Survey Of More Than 2000 Consumers In The UK And Germany

The new consumer concern about sustainability has intensified. For enterprises, the restructuring of the fashion industry after the epidemic is an excellent opportunity for them to reiterate their efforts for the future of the fashion industry and promote its increasingly environmental protection. In addition, consumers expect brands to continue to take on their social and environmental responsibilities during the crisis.

McKinsey conducted a sample survey of more than 2000 consumers in the UK and Germany in April, which showed that despite the crisis and uncertainty caused by the outbreak, it had a significant positive impact on people's environmental awareness. Two thirds of respondents said it was increasingly important for people to take measures to limit their impact on climate change, while 88% said more attention should be paid to reducing pollution.

On the practical level, consumer behavior has begun to change accordingly. 57% of the respondents made significant lifestyle changes to reduce the impact on the environment, while more than 60% said they had tried their best to recycle and buy products with environmentally friendly packaging.

In addition, for fashion brands, 67% of consumers regard the sustainability of materials as an important shopping reference factor, while 63% of consumers approve of the brand's own environmental protection measures.

In addition, for the majority of respondents, the moral commitment of enterprises and the care for employees are equally important. Since 75% of respondents believe that a trustworthy brand is an important purchasing factor, it is extremely important to establish a reliable and transparent relationship with consumers. Young consumers (especially generation Z and millennials) are more likely to try small and emerging brands.