Modern consumers want the best of both worlds
Today’s consumers want it all: performance, making the most of their money, and making sustainable purchasing decisions. A closer look at evolving consumer behaviors shows that consumers are making more conscious purchasing and consumption decisions:
- A growing number of European consumers are making a conscious effort to launder less, wash fuller loads, and turn down the wash temperature in an effort to save on energy costs and extend the lifetime of their clothes. They're also experiencing 'laundry guilt' where 48% of adults across Europe now feel guilty about the impact that doing laundry has on the environment - particularly the 18-34-year-olds.
- Consumers are also wearing their clothes more times between washes and increasingly purchasing second hand clothing. The US online fashion resale volume will nearly double between 2022 and 2026, when it will cross USD 23 billion. The EU fashion second-hand market is set to double by 2025, reaching a total of EUR 34 billion. Consumers need solutions to extend the lifetime of their clothes and keep beloved items looking newer for longer.