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? 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 carried out by YouGov research institute, gathering insights from over 5,300 consumers across the UK, France, Spain, and Italy.

The findings are telling: 74% of European shoppers believe it is important, to you that clothes made from fibres derived from trees come from sustainably managed forests, yet only 25% believe that fashion brands are effectively addressing their environmental concerns.

In this webcast, we review the key insights from this consumer study and explore what these consumer 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
• What practical steps brands can take to align with both consumer and regulatory demands
• How PEFC can support fashion industry in responsible sourcing and making credible claims on the feedstock origin

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