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Fashion United
09-07-2025
- Business
- Fashion United
Safety and quality fears preventing consumers from buying more sustainable products
A new report from the British Standards Institution (BSI) has revealed that UK consumers' expectations for sustainable fashion across both high street and luxury brands is on the rise, but a lack of trust in the quality and safety of the item is holding people back. The BSI's 2025 Global Circularity study, 'The Tipping Point: Building Trust in the Circularity Economy,' was developed in partnership with experts from the Cambridge Institute for Sustainability Leadership (CISL), to identify "how building trust in quality and reliability can drive consumer uptake of circular behaviours'. The research asked people to rate themselves on a scale of adoption for 10 circular behaviours, including recycling, reusing packaging or purchasing second-hand goods, with more than half globally (53 percent) identifying as an early adopter or early majority and one in three (35 percent) added that they were comfortable buying second-hand clothing. However, fears about hygiene and quality of reused or repaired products are holding back global efforts to move to a circular economy and minimise the impacts of consumption on the planet, adds the BSI. While the majority of consumers (68 percent) say ambition to benefit the environment motivates them to reuse, repair, and recycle, the 'fear factor' prevents them from purchasing refurbished goods. The public is unwilling to compromise on quality (56 percent), safety (51 percent) or reliability (49 percent), highlighting the need for businesses to prove the value of circular products. The lack of trust in environmental claims is 'a barrier' to purchasing circular products for a third of people (32 percent), yet 59 percent said a recognised label to support claims would build trust. The data also revealed that 42 percent of UK consumers hold high expectations for luxury brands to use sustainable materials, with 43 percent having moderate expectations. For high-street fashion, 34 percent have high expectations and 51 percent have moderate expectations, showing a clear demand for more sustainable practices. Susan Taylor Martin, chief executive of the BSI, said in a statement: 'The circular economy presents an immense opportunity for both people and the planet, enabling us to protect natural resources and reap economic benefits. Yet trust remains a crucial barrier to adoption. While consumers routinely weigh price and quality in their purchasing decisions, reused, repaired or recycled goods introduce new questions around quality, safety, and reliability. 'For circularity to thrive, businesses must move beyond sustainability messaging and bolster it by demonstrating genuine value, durability, and trustworthiness - convincing consumers that circular options are as reliable as traditional products."
Fashion Network
08-07-2025
- Business
- Fashion Network
Safety, quality fears stop consumers buying more sustainable fashion says BSI study
Consumers want more sustainable products, but a big 'say-do gap' remains in terms of their actual buying behaviour. That's the conclusion of a new report from the British Standards Institution (BSI). BSI's 2025 Global Circularity study, The Tipping Point: Building Trust in the Circularity Economy, was developed in partnership with experts from the Cambridge Institute for Sustainability Leadership (CISL) and 'identifies how building trust in quality and reliability can drive consumer uptake of circular behaviours'. The research asked people to rate themselves on a scale of adoption for 10 circular behaviours, including recycling, reusing packaging or purchasing second hand goods, with more than half globally (53%) identifying as early adopter or early majority. Yet those who actually buy are much lower. While 67% of people globally cite environmental benefits as a top-three driver for adopting circular behaviours, only 35% are willing to buy secondhand clothing. And the figures are even lower for other categories such as secondhand/refurbished furniture (29%), wonky food produce (25%), and a secondhand bike or scooter (22%). It interviewed over 8,000 people globally and said the survey 'highlights a strong and growing consumer demand for sustainability. For instance, 42% of UK consumers have high expectations for luxury brands to use sustainable materials, and globally, 40% expect this from luxury, 37% from high street, and 29% from discount online fashion'. However, the data also uncovered the aforementioned significant 'say-do gap' and this 'poses a challenge for the [fashion] industry's ethical transformation'. Despite high expectations, the report said there's 'no significant increase in consumer willingness to spend over £200 on clothing items that are upcycled, made from recycled materials, or have third-party verified sustainability credentials'. The 'Net Likely' number of people who'd spend over £200 on a regular item (39%) is almost identical to an upcycled/recycled item (38%) or one with verified credentials (41%). That said, 68% in the global study said the ambition to benefit the environment motivates them to re-use, repair, and recycle their own items – but the 'fear factor' prevents them from buying refurbished goods. Worries relate to things like a lack of hygiene and quality of repairs. People seem unwilling to compromise on quality (56%), safety (51%) or reliability (49%), highlighting the need for businesses to 'prove the value of circular products'. This lack of trust in environmental claims is a barrier to purchasing circular products for a third of people (32%), yet 59% said a recognised label that supports such claims would build trust. Despite 76% of people globally recognising that their behaviours and purchasing decisions contribute to circularity, the share of re-used materials entering the globally economy has fallen from 7.2% to 6.9% in recent years. Susan Taylor Martin, Chief Executive, BSI said: 'The circular economy presents an immense opportunity for both people and the planet, enabling us to protect natural resources and reap economic benefits. Yet trust remains a crucial barrier to adoption. While consumers routinely weigh price and quality in their purchasing decisions, reused, repaired or recycled goods introduce new questions around quality, safety, and reliability. For circularity to thrive, businesses must move beyond sustainability messaging and bolster it by demonstrating genuine value, durability, and trustworthiness - convincing consumers that circular options are as reliable as traditional products.'
Hindustan Times
17-06-2025
- Entertainment
- Hindustan Times
Ed Sheeran's wife had a 9-to-5 job at Deloitte, LinkedIn profile goes viral
It's not every day that a LinkedIn profile grabs global attention, unless it belongs to Cherry Seaborn Sheeran, wife of global music sensation Ed Sheeran. The internet is currently buzzing over her professional journey, after users discovered that Seaborn held a full-time corporate job at Deloitte, even as her husband toured stadiums around the world. According to her now-viral profile, Cherry Seaborn worked as a Manager in Deloitte's Nature, Climate and Sustainability - Innovation; Scaling Impact team from August 2021 to March 2024. Prior to that, she held roles in other Deloitte teams across New York and London. (Also Read: 'I know I'm broken': Justin Bieber finally addresses his mental health amid Instagram spiral, but fans are divided) She also brings an academic background to the table. Seaborn holds a Post Graduate Certificate in Sustainable Business from the Cambridge Institute for Sustainability Leadership, as well as a Master's Degree in Management Studies from Duke University. While her professional credentials are impressive on their own, social media users are fascinated by her decision to quietly build a serious career in sustainability, all while being married to one of the world's most famous musicians. 'She's been at Deloitte for nine years, while married to a literal rock star. That's awesome,' one X user commented. 'I'd be afraid, if I married a rock star, that their fame would swallow me up,' another wrote. Others praised her independence, calling her 'a pure example of a woman being independent,' and 'proof that it's not about the money, it's about self-importance.' Seaborn, who married Sheeran in 2019, has long kept a low public profile. This peek into her corporate life, however, has added a new layer to her image, one that has struck a chord with many. (Also Read: Ed Sheeran reveals how Aashiqui 2 led him to Arijit Singh, recalls scooting around village to watch sunset with him)
