Through our consumer research and our consumer campaign, WRAP is revealing consumers attitudes to sustainable products as well as encouraging them to take a more sustainable approach to how they view their clothing.
What can my organisation do?
By using WRAP’s research, organisations can gain consumer feedback into sustainable products in the clothing industry and gain insight on how to market more durable, sustainable and less resource intensive products to consumers.
Both supporters and signatories are part of the Sustainable Clothing Action Plan (SCAP) Steering Group, consisting of major retailers, brands, recyclers, sector bodies, NGOs and charities, working together to take action in four working groups: Re-use & Recycling, Influencing consumer behaviours, Metrics and Design for Extended Clothing Life.
Our working group focussed on consumer behaviours allows organisations to work together to understand and influence how consumers act toward end of life, re-use, repaired or sustainable clothing fabrics and fibres.
Love Your Clothes
WRAP is supporting businesses by encouraging consumers to change the way they use, re-use and recycle their clothing through our Love Your Clothes campaign.
Our consumer campaign provides easy, actionable tips for consumers on how to:
- Extend the life of clothing
- Reduce the environmental impact of cleaning
- Deal with unwanted clothes and second hand goods
- Make the most of their wardrobe
Consumer research into second-hand shopping
In 2013, WRAP ran a study into consumer second-hand shopping behaviour to better understand purchasing and re-use behaviours. This research focusses on value for priority material streams which are; textiles, electrical and electronic equipment (EEE) and furniture.
Measuring clothing life and use
Understanding how consumers wear and care for clothing is key to meeting the SCAP 2020 action area: Extending the useful life of clothes. By measuring the active life and uses of clothing, organisations can understand how to extend the life of the clothing they make, design for end of life, or find innovative ways to re-use and recycle end of life clothing.
Sustainable clothing guidance
Part of our Sustainable Clothing Guide details consumer behaviour around repair, re-use and recycling. In particular, the Sustainable Clothing Guide gives organisations guidance on what they can encourage customers to do to increase the lifespan or durability of their product.
Using the Sustainable Clothing Guide, organisations can gain an understanding about repair and alteration support – to assist their consumers in extending the life of their products. Or they can find information about partnerships with charities and re-use organisations, to take a more sustainable approach to disposing of second-hand clothing.
Want to find out more about consumer behaviour? Take a look at our knowledge-base for further reports, tools, guides and case studies: