Australians Value Ethical Fashion But Struggle To Take Action

A new consumer report reveals majority of Australian consumers want to improve purchasing behaviour, but are failing to follow through on their beliefs. 

A report released by Christian aid and Baptist World Aid Australia in collaboration with social research company McCrindle, found 87 percent of Australian consumers want to change their fashion buying habits to consume more ethically, however only 46 percent indicated they regularly purchase from ethically sourced and sustainable fashion brands.

So what are the barriers to purchasing according to your values? The report revealed most consumers lack knowledge or awareness of ethical brands, and of the ones they do know, the greater expense becomes the barrier to purchasing.   

Peter Keegan, Director of Advocacy at Baptist World Aid, says: “There’s a dissonance between who we want to be, and what we’re doing to get there. Almost three in four Australians believe ethical fashion and related issues of human rights and environmental sustainability are important, with three in five consumers becoming more aware of the impacts of their purchases over the past three years.”

Keegan points towards tools such as the Ethical Fashion Report, to help inform consumers and bridge the gap between intention and action. For those wanting to go one step further, the ‘My Shopping Type‘ online quiz helps shoppers to identify their consumer type and score themselves on the Ethical Consumer Index. 

“Aussies pride themselves on supporting a ‘fair go for all,’ and this couldn’t be more applicable when examining the issues of injustice surrounding ethical fashion,” says Ashley Fell from McCrindle. “The ‘My Shopping Type’ online quiz gives consumers a chance to see how they compare against their peers on this important issue, as well as being empowered with steps towards aligning their purchases with their values.” 

While the report revealed we have a long way to go as consumers of ethical fashion and understanding the greater impact our purchases have on the environment, the report also revealed a genuine desire from Australians to ‘do better’ and consume less. It’s now up to the industry to provide better transparency and innovation to reduce the barriers consumers face to shopping ethically.