Genomatica recently released a survey to understand what consumer wants when it comes to shopping for clothes. I, myself, love to shop for clothes so this survey is definitely interesting to read. The survey was made by asking 2,000 teenagers and adults in the US to understand consumers’ awareness, perspectives and behaviours around sustainability in fashion, and results indicated that 86% of consumers believe sustainability is a good goal but nearly half (48%) don’t know how or where to find sustainable clothes, and 42% are confused about what makes clothing sustainable.

When it comes to environmental sustainability issues in the fashion industry, 72% of consumers listed excess consumption, carbon emissions and water pollution from dye processes as top issues that they are aware of. It is interesting that the pandemic may also have helped grow consumer awareness as 38% of those who were surveyed noted that they have become aware of sustainability issues in fashion just over the past year.

Half of the consumers surveyed consciously make choices to be more sustainable while 47% want to do so as well but they give in to what’s more convenient. Over a third want the option of having available clothing store chains that readily offer sustainable clothing and interestingly enough, 31% would even support a ‘fast fashion tax’ on clothing that’s unsustainable.

You can read more on the results of this survey at Genomatica’s website. Data was collected from March 31 to April 8 this year. Just FYI, Genomatica has developed and continues to develop several fermentation-based chemical intermediates that are used in the manufacture of textiles such as 1,4-Butanediol (raw material in the production of spandex) and caprolactam (raw material in nylon manufacture)

In the meantime, you can also check out below a recent podcast from I AM BIO about “Solving an Unfashionable Problem” which I have the honour of briefly participating in along with Jennifer Holmgren, CEO of LanzaTech.