Survey: More than half of sustainability leaders believe that consumer demand for environmental action has grown during COVID-19, and many think they may lose customers if they don't meet commitments

Efforts shift to traceability within the supply chain, as brands in North America work to keep sustainability initiatives afloat during pandemic

A recent global survey shows 54 percent of sustainability leaders at apparel and textile brands say they’ve seen their customers’ demands for environmentally sustainable practices and products increase since the beginning of the COVID-19 pandemic, but 59 percent said they believe customers will still continue to prioritize price when making purchases.

The U.S. Cotton Trust Protocol conducted this survey to find how sustainability programs at brands and retailers had changed in a post-COVID world.

The survey found that 43% of respondents believe COVID-19 has had a positive impact on investments in sustainability efforts during this period, while 40% believe it has had a negative impact. Likewise, they believe their customers are facing the same struggle between their pocketbooks and the environmental concerns -- when asked to rank how they believe customers will prioritize their purchases in the next year, respondents ranked the top two priorities as “Getting the best possible deal” and “Brand or retailer alignment with their personal values.”