I Care Webcast: Consumer Expectations on Fashion from Sustainable Forests

22 July 2025 Forests for Fashion

What do fashion consumers really expect when it comes to sustainability and how can brands respond credibly?

To better understand this, PEFC commissioned a consumer survey in collaboration with YouGov, gathering insights from over 5,300 consumers across the UK, France, Spain, and Italy.

The findings are telling: 74% believe that forest-based fibres in clothing should come from sustainably managed forests, yet only 25% feel that brands are effectively addressing environmental concerns.

In this webcast, we explore what these expectations mean for the fashion industry. As regulatory frameworks continue to evolve, such as the EU Green Claims Directive, the conversation highlights the increasing demand for transparency, third-party certification, and verifiable sustainability claims.

Listen in to discover:

• What consumers expect brands to communicate about forest-based materials
• Why third-party certification is key to earning consumer trust
• How clear, factual communication helps avoid greenwashing
• What practical steps brands can take to align with both consumer and regulatory demands

Whether you work in sustainability, sourcing, or brand strategy, this discussion provides timely insights into how brands can align with both consumer expectations and evolving regulatory requirements.