| [Survey result summary] ◆ About half of the respondents answered that they had more opportunities to see environmental conservation efforts due to the impact of the new coronavirus. ◆The reason for this is that, due to the increased time spent at home, "I see more things on social media, etc." ◆One out of three respondents answered that awareness of environmental considerations in fashion is “increasing”. The result is a 5.3 point increase from 2020. ◆ "Textiles made from recycled waste plastic" and "Materials dyed using waste ingredients" increased by more than 5 points from last year. ◆A total of 65.0% answered that they would like to adopt fashion that considers the environment and society. ◆ “Organic cotton” ranked first in “Sustainable materials I would like to purchase/use”. The result shows the high awareness of sustainability among young people. ◆Young people are conscious of sustainability when disposing of clothes. ◆ 70% of respondents said that they will continue to increase their awareness of environmental conservation efforts. Is it necessary for companies to consider not only the responsibility of making products, but also the afterlife? |
[Survey overview]
1. Survey method: Conducted by WEB questionnaire method
2. Survey target: Men and women aged 15 to 49 nationwide who buy clothes for themselves at least once every six months
3. Number of valid responses: 1000 (equal distribution of gender and age)
Four. Survey implementation date: August 27 (Friday) to August 31 (Tuesday), 2021
[TOYOSHIMA Sustainable Project]
TOYOSHIMA strives to spread and promote understanding of “organic cotton” through “TRUECOTTON”, one of the largest organic cotton promotion projects in Japan. Through sustainable materials and brands such as plant-derived cellulose fiber Tencel ™, we will continue to promote sustainable corporate activities, such as developing and selling products that are socially and environmentally friendly.
[Awareness of the new coronavirus and sustainability]
| About half of the respondents answered that they had more opportunities to see environmental conservation efforts under the influence of the new coronavirus. The reason for this is that due to the increase in time spent at home, "I see more things on social media, etc." |
In addition, a total of 47.7% responded that their awareness of environmental conservation efforts had increased due to the impact of the new coronavirus. Reasons for the increase were 47.2%, "I spent more time at home and saw more about environmental considerations on social media," and 45.1% said, "I spent more time at home and started to reconsider environmental considerations." It turned out to be more.
Due to the coronavirus crisis, more time is spent at home, and more and more people are seeing environmental considerations on social media.
[Recognition of sustainable materials]
| 1 in 3 respondents say that awareness of environmental considerations in fashion is increasing As a result of 5.3 points up from 2020 “Organic cotton” ranked first in “Sustainable materials and fibers that you know” Recognition of “fibers made from recycled waste plastic” and “materials dyed using waste ingredients” increased by more than 5 points from last year |
Next, when asked about "sustainable materials and fibers they know," 76.2% of respondents answered "organic cotton", 63.4% "fibers made from recycled clothes that they no longer wear," and "fibers made from recycled waste plastic." 59.9%, followed by "animal-free material" 45.4%. In particular, recognition of "fibers made from recycled waste plastic" and "materials dyed using waste ingredients" has increased by more than 5 points since last year.
In 2020, a total of 40.4% of respondents said that they would choose products that are good for the environment and society even if they were expensive, but in 2021, the total was 46.3%. This is an increase of 5.9 points from the previous year. There was also a result that the awareness of consideration for the environment in fashion has increased since the previous year, but it seems that more and more people are actually choosing things that are good for the environment and society.
[Sustainable materials you want to use/purchase]
| A total of 65.0% answered that they would like to adopt fashion that considers the environment and society. “Organic cotton” ranked first in “Sustainable materials I would like to purchase/use” The result shows the high awareness of sustainability among young people |
“Organic cotton,” “fibers made from recycled clothes,” and “animal-free materials,” followed by “sustainable materials I would like to purchase/use,” with many responses from 15 to 19 year olds. I was. The result shows the high awareness of sustainability among young people.
[About recycling]
| Young people are conscious of sustainability when disposing of clothes Recognition of apparel shop clothing collection efforts is 74.7% Is it necessary for companies to consider not only the responsibility to create, but also the after-use? |
When asked, "What to do with clothes that are no longer needed?", the answers were, in order, "throw it away as household waste," "list it on a flea market app," and "sell it at a second-hand clothing store." As a whole, the most common answer was "discard as household waste", but 15-19 year olds "give it to acquaintances and friends", and 20-29 year olds "sell it on flea market apps". The answer is more than other age groups. It seems that young people are conscious of sustainability even when disposing of clothes.
"Recycled polyester fiber" made by recycling collected PET bottles. “Have you ever seen or bought fashion products made from fibers made from recycled PET bottles? When asked, only 11.9% answered that they had bought it, and about 60% answered that they had neither seen nor bought it. However, when asked whether they would like to buy fashion products made from fibers made from recycled PET bottles, a total of 58.1% answered yes. If fibers made from recycled PET bottles become more popular in the market, more people may buy them.
In recent years, there has been an increase in efforts to collect unwanted clothes at stores such as apparel shops. A total of 74.7% of people recognized the “apparel shop clothing collection efforts”. However, only 20.6% answered that they have brought it in.
When asked if they would like to participate in efforts to collect unwanted clothes at stores such as apparel shops, Given that 23.0% of the respondents answered that they have never seen a clothing collection service, but are aware of it, it is likely that recycling will progress further if the number of collection shops increases..
A total of 70.6% answered that they will continue to increase their awareness of environmental conservation efforts. In the future, it seems necessary for companies to consider not only the responsibility of making products, but also what happens after they are used..
■Toyoshima & Co., Ltd.
Founded in 1841. In our 180-year history, we have expanded our business domain in response to the changing times. Currently, we are engaged in a series of processes from purchasing and selling raw materials, yarns, and fabrics from all over the world, and planning of final products to production management and delivery, and are developing comprehensive business in all processes of the fashion industry. In addition, as a company that promotes the development and provision of various sustainable materials, investment in tech ventures, and development of smart wear, we have set out our stance on sustainable & technology with the statement "MY WILL".
