“The Key To Confidence” online study was conducted in the second half of 2017 – (2018 ed.) with a worldwide sample of more than 11,000 clothing and home textile consumers. Of the total sample, approximately 30% fell into the age group born between 1981-2000, otherwise known as Millennials, in line with the global population. In the second round of findings, OEKO-TEX® shares how Millennials think differently about textile sustainability and how parenthood affects those attitudes.

For example, due to their internet and social media usage, Millennials are more aware of the textile industry’s environmental and social shortcomings than older respondents. They are more inclined to consider the textile industry to be a major polluter. As a result, Millennials are much more concerned about harmful substances in their clothing and home textile products.Parenthood tends to intensify worries about all things. Parents of young children in particular voice concerns about harmful substances in a wide variety of products, but especially in home textiles and apparel. Parents’ product safety qualms outpace the concerns of non-parents. Their awareness of and reported purchase of “eco-friendly”clothing and home textiles is substantially higher than people without young children in the house.

Correspondingly, interest in certified textiles is higher with both Millennials and Parents. “Both of these time-starved consumer groups are seeking shortcuts to trust and transparency,” says global brand and sustainability research expert, Ellen Karp. “Millennials and Parents want to do the right thing for society and the planet as well as for their families. Brands and certifiers play important roles in communicating the information that helps these engaged consumers make the responsible purchase decisions they are eager to make.”

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