Pulse of the fashion industry: Slowing sustainability efforts

Global Fashion Agenda, Boston Consulting Group and Sustainable Apparel Coalition launched Pulse of The Fashion Industry, an annual report that observes sustainability progress from fashion companies.

The report showcases measurable progress into five phases. The report also scored the measurable progress based on the industry pace in fulfilling the sustainability efforts.

According to the report, the fashion industry progress towards sustainability slows down in 2019, compared to last year. The 2019 Pulse Score increased 4 points from last year, from 38 to 42 (out of 100), compared to 6 points in 2018, per the report.

40% of the industry struggle to move on from pre-phase and phase one while 60% of companies struggle to find a way past the technological and economic hurdles. Unfortunately, 10 to 15% of the industry didn’t take part in sustainability efforts.

From consumer end, 35% are resistant towards sustainability, citing price as the main roadblocks because they expect sustainable products will be more expensive. 16% of consumers have high interest in sustainable products. The demographic of this group range from full-time employed millennials with middle income, high degree gen X with high income and retired Baby Boomers with middle income.

The remaining 49% expressed mild level of interest in sustainability but expect the companies to take action and communicate. This group sees sustainability as nice-to-have factor.

In effort to create remarkable progress in sustainability, the report highlighted that governments, policymakers, media, NGOs and investors have to be involved in the movement. Governments and businesses need to collaborate closely, too, and investors should urge their investees to improve their social and environmental practices.