A new study is underway as a precursor to developing communication guidelines and materials to help consumers better understand and engage with the Sustainable Apparel Coalition’s (SAC) Higg Index.
The SAC is teaming up with consultancy Globescan to identify what consumers want to know about the sustainability credentials of products, brands, and manufacturers – and how different channels and content can guide them in their purchase decisions. The study will also look ahead to how consumers envisage shopping and receiving information in the future.
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The Higg Index is the core driver of the Sustainable Apparel Coalition’s vision of an apparel, footwear, and textile industry that produces no unnecessary environmental harm and has a positive impact on the people and communities associated with its activities. Developed by the coalition of members, it is a suite of tools that enables brands, retailers, and facilities of all sizes to accurately measure and score a company or product’s sustainability performance.
“We want to help the Sustainable Apparel Coalition and its members to engage their customers as effectively as possible,” says Caroline Holme, director at GlobeScan. “Our analysis shows that transparency is the top driver for rebuilding trust, but more than half of consumers across the world say that companies do not communicate honestly about social or environmental initiatives. Many consumers want to make choices that are good for people and the planet and this study will help to equip them with the information they need.”
SAC CEO Jason Kibbey added: “Collaboration is at the heart of the Sustainable Apparel Coalition and we want to encourage consumers to make informed purchase decisions through greater transparency from brands, retailers, and manufacturers.”
Earlier this month, SAC revealed it has updated its Higg Materials Sustainability Index (Higg MSI) to allow suppliers to share sustainability performance information about their materials with brands and retailers.
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