Consumers Embrace Sustainability: 90 Percent of Shoppers Now Prioritize Eco-Friendly Fashion
A recent comprehensive survey conducted by Apiccaps — the Portuguese Association of Footwear, Components, Leather Goods and their Substitutes Industries — in collaboration with Universidade Católica Portuguesa (UCP), has cast a spotlight on the evolving landscape of consumer behavior in the fashion and footwear sectors. Gathering insights from 1,531 consumers across more than 50 countries, the study's findings indicate a profound shift towards sustainability, with a remarkable 90.9% of respondents having integrated more sustainable practices into their lifestyles over the past five years. Only a small fraction, 9.1%, reported resistance to this global trend, underscoring a significant transformation in how consumers approach fashion and footwear consumption.
According to a statement from Apiccaps, sustainability has transcended its former status as a niche concern to become a pivotal determinant in consumer choices. The association emphasized that "Environmental awareness is now a decisive factor for the overwhelming majority of customers, with a direct impact on the fashion and footwear sector." This sentiment highlights a crucial paradigm shift where environmental considerations are no longer secondary but are actively shaping purchasing decisions across the industry.
The survey further delved into the specific sustainable behaviors adopted by consumers. Almost half of the respondents, 48.1%, identified the search for more sustainable footwear as their primary concern. This was followed by a conscious effort to reduce overall consumption (26.6%), the practice of repairing footwear (15.5%), and donating shoes (9.8%). These actions collectively point to a burgeoning cultural appreciation for product value, longevity, and the principles of circularity within the consumption cycle.
Luís Onofre, president of Apiccaps and an acclaimed footwear designer, acknowledged both the challenges and the encouraging aspects of these results. While recognizing that "there is still a long way to go, marked by the unbridled consumption of low-value products and the excessive concentration of production in Asia, which is responsible for 88% of world production," Onofre expressed optimism. He noted that the survey's outcomes are "encouraging, since consumers are increasingly aware of environmental issues," indicating a positive trajectory for future industry practices.
Onofre also highlighted Portugal's proactive stance in addressing these shifts. He asserted, "Portugal is on the right track. We have a dynamic, innovative sector that is increasingly committed to sustainability." He further elaborated on the sector's strategic commitment, stating, "In our latest strategic plan, we made it a priority to become an international benchmark in the development of sustainable solutions. That’s why we have the biggest investment ever in the fields of automation, robotics and, precisely, sustainability." This demonstrates a clear intent to embed sustainability at the core of the Portuguese footwear industry's growth.
The aforementioned survey formed an integral part of the BioShoes4All project, a groundbreaking initiative supported by the PRR. This project stands as the largest collective innovation endeavor undertaken within the Portuguese footwear sector to date. Maria José Ferreira, director of the Footwear Technology Center of Portugal (CTCP), lauded BioShoes4All as "an absolutely transformative initiative, because it acts on the entire value chain — from the development of new bio-based materials to the creation of cleaner and more efficient production processes."
Ferreira articulated that BioShoes4All is instrumental in "laying the foundations for the development of a truly new generation of products, combining design, technology and sustainability." She underscored the dual benefit of this investment, emphasizing that it not only "responds to environmental demands, but also strengthens the international competitiveness of the Portuguese footwear industry." This holistic approach aims to position Portugal at the forefront of sustainable footwear innovation.
The significant advancements and findings from the BioShoes4All project are slated to be showcased at MICAM, during a dedicated conference titled "Bioshoes4all: Paving the Way to a Sustainable Footwear Industry." This event will take place on September 9 from 3:30 p.m. to 4:30 p.m. in Pavilion 1, offering an opportunity to delve deeper into the project's impact and future direction.
