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LONDON – New research concludes that just one fifth of consumers in the UK trust the sustainability claims of fashion brands, and think companies should do more to authenticate such assertions.

Findings of ‘The Knowledge is Power – Consumer Trust in Sustainability report’ indicate that sustainability claims often fall on deaf ears as UK consumers become savvy to cases of greenwashing. As such, 83 per cent of the 1,250 consumers surveyed, believe brands and retailers should verify their claims using third-party stakeholders.

Abbie Morris, CEO and co-founder at Compare Ethics, commented: “The world is at a crucial tipping point when it comes to sustainability and consumers increasingly want to align their spending to their values. Our report shows that without honest sustainability claims and readily available information, shoppers will soon discover the truth. The gamble of greenwashing does not pay off.”

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