There is growing data and sentiment that suggest that consumers are focusing more on sustainability and healthy choices, especially with younger generations. Younger generations are prioritizing sustainability in their consumer decisions while at the same time shifting towards e-commerce type fast fashion which has been exacerbated by the effects of COVID-19. However, consumer preferences are always evolving. Studies suggest that because of the effects of the pandemic and increasing focus on health-conscious decisions, market trends are growing towards a demand in sustainable choices. This trend highlights a shift in sustainable consumer behavior, where individuals are making purchases based on personal and sustainable values rather than socially acceptable behavior. Social signaling is the concept of behaving in a certain way around others whether its conscious or unconscious. Studies suggest that sustainable choices are a growing personal priority and that individuals want it to be known by their peers.

What do your shooping habbits look like? Have you noticed a trend amongst your community to shift to a more sustainable way of shopping for clothing? Take a moment to share your habits and we will let you know if they are healthy.

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