Brands must distinguish environmental claims

A new study from Korea reveals fashion brands can no longer lump ‘sustainable’ and ‘ethical’ under the same umbrella, as consumers increasingly demand clear distinctions in product marketing and development.

The study, published in Humanities and Social Sciences Communications, shows that consumers now distinctly perceive ‘sustainable’ as environmentally focused and ‘ethical’ as socially responsible, requiring brands clearly differentiate these terms to resonate with evolving post-pandemic values and avoid damaging their credibility.