Sustainable Fashion Brands Look To Certification As a Competitive Differentiator [Forbes]
SGS SA ADR (SGSOY)
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Source: Forbes
Sustainable Fashion Brands Look To Certification As a Competitive Differentiator With more brands touting sustainable initiatives as part of their brand stories, it might make you wonder: How can you distinguish a brand that’s truly committed to environmental efforts versus those who are just jumping on board with the feel-good angle? Clothing retailers have been wrestling with this question themselves, and now, some are looking to various sustainability certifications as a solution to the problem. With certification from various independent organizations that focus on establishing and enforcing environmental quality standards, brands are then able to include a seal of approval on their products and packaging that act as social proof and validation for their efforts. Modern shoppers want this: PEFC research A report from HBR Researchers found that when consumers were asked to pick either an eco-friendly snack bar or a traditional one, the sustainable option was selected twice as often
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