New research released by Cotton USA reveals where and how consumers buy products, their financial optimism, qualities that motivate purchase decisions, and material preferences.
The findings, from Cotton USA’s Global Lifestyle Monitor (GLM), show that UK consumers feel positive about the cash in their pocket in 2018, with 45% of people saying they feel optimistic about their own personal finance. Compared to 2014’s findings, overall optimism is up by 8%.
The findings also show that Brits continue to favour natural, high-quality fibres. Of those who said they would avoid buying certain materials, 28% of people refuse to buy polyester, 17% avoid synthetic acrylics, and 2% avoid rayon and viscose.
When asked which fibres people feel are safe for the environment, cotton was found to be perceived as the safest (79%) and 69% of UK consumers also believe that cotton is the most sustainable fabric.
Nearly half of UK shoppers (45%) say they would pay more for clothing made from natural fibres, as opposed to only 4% who would pay more for synthetics. The most cited reasons for preferring natural fibres are that they are considered to be more comfortable (65%), of better quality (57%) and more durable (34%).
Stephanie Thiers-Ratcliffe, international marketing manager at Cotton USA, said: “Across all parts of everyday life, consumers are becoming more conscious than ever before about how their actions impact the world we live in.
“Our findings truly reflect how this applies to the consumption of fashion and textiles, and really identifies the shift UK consumers have made in the past few years. However, despite these changes, British consumers continue to favour clothes and garments made from high-quality, natural fibres.”