In September 2022, Views launched its large-scale fashion and sustainability study designed to probe the habits and opinions of french youngsters. More than 12,000 people aged 16 to 28 contributed to our surveys, shedding light on the paradox of an entire generation. For three months, Views interacted with its audience through questionnaires, focus groups, individual interviews and expert interviews.
As they become more and more sensitive to ecology, younger generations are also the ones who consume the most. 98% of our audience says they feel concerned about the environmental situation. Why is ecology still not an obvious choice in the textile consumption of young people? We wanted to gauge the feeling of those concerned and understand the obstacles that appear when reading about fashion and ecology. Our goal: to identify concrete and actionable solutions and get out of the “everything is wrong” mindset.
After identifying the 6 major changes that would benefit fashion today, we looked at anew strategic approach to sustainable fashion.
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