Sustainability and the Consumer 2026

What do consumers really think about sustainability in fashion – and how is it shaping the market today?

Drapers’ Sustainability and the Consumer report returns with new insights from 2,000 UK shoppers, revealing how the conscious consumer is evolving.

The exclusive data shows 83% of consumers say sustainability now influences their fashion purchasing decisions, with younger shoppers – particularly Gen Z (adults aged 18–29) – leading the shift. At the same time, behaviours such as buying and selling second-hand fashion are growing rapidly, signalling increasing acceptance of circular models.

Yet the research also highlights a persistent intention–action gap. While consumers want to make more sustainable choices, price sensitivity, uncertainty around sustainability claims and the need for clear value continue to shape what they actually buy.

Drawing on this new consumer data alongside perspectives from 20 leading brands and retailers, the report explores attitudes to pricing, transparency, greenwashing and packaging – and the strategic implications for your fashion business.