2023-05-30-科尔尼-consumers_don_t_know_and_brands_don_t_act_-_Article_-_Kearney_20页_1mb

报告摘要

Consumers lack basic knowledge about sustainability, with over half unable to compare virgin and recycled materials.
Major barriers include lack of awareness for recycling/upcycling, educational gaps, and trust issues, leading most to donate or share clothes.
Infrastructure for drop-off and collection is underdeveloped, and sorting is complex due to inadequate product design.
Reasons for not recycling include unawareness, lack of time, no compensation, and distrust in programs.

The Circular Fashion Index (CFX) average score is 2.97 out of 10, showing little progress by brands, despite some improvements by top performers.
Top brands like Patagonia, Levi's, and The North Face focused on communication and product design, scoring 8.65, 8.30, and 7.90 respectively.
Common gaps include limited secondhand rental services, poor end-of-life handling, and insufficient consumer education.
Sports/outdoor brands perform best, while fast fashion and underwear score lowest due to difficulties in implementing circular solutions.

Brands should invest in consumer education, improve collection infrastructure, and utilize modern technologies for better forecasting.
Enhance product design for recyclability and durability, and collaborate on circular value chain solutions.
Address global inequality in CFX scores, with Indian and certain geographical brands lagging significantly.
Government regulations and standards are needed to drive faster industry-wide change.

Sustainable practices remain poorly adopted, with only 19 of 200 brands achieving a CFX score of 5 or above, highlighting the urgent need for action.
Moving forward, brands must prioritize transparency and innovation to achieve true circularity and mitigate environmental impacts.

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