5 Steps to Attracting Sustainable Customers

Better for the environment—and better for your bottom line. When your shop adopts sustainable practices like recycling, using water-based ink and eschewing chemical cleaners, you attract like-minded customers.

“The clothing industry needs to change—shops that don’t adopt a forward-thinking green ethos will be left in the dust,” says Dominic Rosacci, CEO of Denver-based Superior Ink Printing. “We adopted this way of thinking after learning it takes 500 gallons of water to make one conventional cotton shirt. Producing nearly 60,000 shirts a month equals 32 million gallons of water passing through one small production facility.”

The good news is that making this switch could be more beneficial to your bottom line than you thought. As Millennials lead the charge in supporting more environmentally conscious businesses, their beliefs are fueling a new economy. Let’s break this down by the numbers:

  • Between 2014-2018, sustainable product sales increased by 20%. Today, that figure is 22%. By 2021, it’ll rise to 25%.
  • Millennials are more motivated to change their buying habits. That’s why 75% of Gen Y buys sustainable products and most have said they’re willing to pay more to support environmentally conscious businesses.

With this in mind, let’s take a look at what you can do to make your shop more sustainable.

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Gen Z Wants Sustainable Apparel and ComfortWash is Bringing It to Them

Garment-dyed apparel is hot in fashion right now, but not as hot as sustainability is becoming. Awareness of the fashion industry’s effect on our environment and human rights is at an all-time high, and no one is more conscious of this than today’s college students. How seriously are they taking it?

Forever 21 failed to address the growing concerns of its main audience in Gen Z, and is now filing for bankruptcy. College campuses like the University of Massachusetts, are dedicating whole sections of their stores, specifically to highlight sustainable spiritwear. Fashion schools are starting to implement courses that educate students on the impact of the industry’s practices, and some institutions may even go as far as making understanding these concerns a requirement that affects your overall grade. All of this is signaling that a shift is happening in the expectations of young consumers throughout the world.

As the new shopping generation’s demands for a renewed sense of corporate responsibility becomes louder and louder, brands and organizations nationwide are taking notice and taking action. So the question is, what does this mean for your business?

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Why adidas is Your Sustainability Partner

Within the past decade, lots of major corporations have launched efforts to become more environmentally responsible. However, there are very few, who have gone as far as adidas has gone to develop an extremely broad and comprehensive sustainability program, both internally and externally. Here’s a quick look at why you can feel good about buying adidas’ products.

In 2018, @adidas produced more than 5 million pairs of shoes containing #recycled #plastic waste. #recycling Click To Tweet

Reducing plastic waste has been a big initiative for adidas over the past few years. Since 2016, adidas retail stores no longer use plastic bags. In 2018, they reduced plastic waste in their offices, retail stores, warehouses and distribution centers worldwide by OVER 40 TONS, and then replaced it with sustainable solutions. And if that wasn’t enough, in 2019, the company plans on producing 11 MILLION PAIRS OF SHOES containing recycled ocean plastic – up from 5 million pairs produced in 2018.

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