Consuming with a conscience has never been more topical. After years of rampant consumerism, active and informed consumers are insisting on greater integrity and authenticity in the products they buy.

You could say that green is the new black for fashion.

Key drivers:

• Greater access to information and sharing means informed and empowered consumers
• First hand experience of climate change creates demand for eco friendly products
• Reduced trust in governments and corporations means consumers are seeking greater social responsibility from companies and products

Sustainability

A growing number of brands are using renewable ingredients rather than depleting natural resources to increase their corporate image and credibility. Products already using renewable raw ingredients have a distinct advantage.

The swing towards eco-friendly products brings with it challenges and opportunities for the global textile industry, and for their part, Australian woolgrowers. Australia produces a significant proportion of the world’s certified organic apparel.

Meeting the consumer needs

Companies are moving ahead by providing in-depth knowledge desired by consumers.

Effective tactics include:

• Products donating a percentage of sales towards a ‘good cause’
• Eco/Organic accreditations
• Country of origin markings
• Authentic and honest brands
• Corporate governance policies
• Clothing ranges that are ‘green accredited’

A fair trade

Fairtrade organisations globally have begun initiatives to provide consumers with the assurance that products have been made under fair conditions.

• In the UK, Fairtrade produce has expanded into fresh fruits, cereals and biscuits, beer and wine, and over 1,000 different product lines
• Edun, by Ali Hewson (Bono’s wife) is finding success - with a range of products made entirely from fabric produced by Fairtrade workers.
• In Australia the value of retail sales of Fairtrade certified products has gone from $1.5million in 2004 to $10 million today - coffee, tea and chocolate are now available at Coles supermarkets.

Australian Merino - keeping up with conscious consumers

Consuming with a conscience has never been more topical. After years of rampant consumerism, active and informed consumers are insisting on greater integrity and authenticity in the products they buy.

You could say that green is the new black for fashion.

The swing towards eco-friendly products brings with it challenges and opportunities for the global textile industry, and for their part, Australian woolgrowers. Australia produces a significant proportion of the world’s certified organic apparel.

Wool has excellent ‘natural’ credentials - it is a renewable, biodegradable protein, and more than 99% is produced in extensive grassland terrain.

In comparison to most textile fibres, Australian Merino is natural, renewable and biodegradable. It is produced by specially selected sheep grazing in extensive grassland ecosystems. In this sense, Merino fibre is made from the combination of sunlight, water and grass.

Every year a new fleece grows upon the sheep’s back and can be removed without harm to the animal. As well as the natural durability, extensibility and elasticity of the Merino fibre, being a natural protein, wool is also biodegradable, returning to the environment in years to come.