While the survey was focused on fashion, the responses have implications for FMCG, too. Among surveyed consumers, 67% consider the use of sustainable materials to be an important purchasing factor, and 63% consider a brand’s promotion of sustainability in the same way.
Additionally, surveyed consumers expect brands to take care of their employees, as well as workers in Asia, during the COVID-19 crisis. That highlights the need for brands to maintain ethical commitments, despite the crisis, according to McKinsey, which noted that it is imperative to build trust and transparency with consumers, as 70% are sticking with brands they know and trust during the crisis. Of surveyed consumers, 75% consider a trusted brand to be an important purchasing factor. However, younger consumers, particularly Gen Zers and Millennials, are more likely to experiment with smaller or lesser-known brands during the crisis.