As back-to-school season approaches, parents are increasingly prioritising sustainability in their shopping choices, driven by a heightened awareness of the environmental impacts of consumption and the long-term costs of disposable items.
Andrea Ferris, CEO and Co-Founder of CiCLO technology, sheds light on this shifting trend and offers valuable insights into how retailers can meet the growing demand for sustainable options.
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A shift in priorities amid economic challenges
“Parents plan to spend about 20% more on back-to-school shopping this year,” Ferris notes, highlighting a significant increase in expenditure despite the current economic climate.
While much of this rise is attributed to inflation, Ferris points out that “it’s also due to parents becoming more aware of the long-term costs associated with disposable items.”
She cites a telling statistic: “85% of consumers report experiencing the disruptive effects of climate change in their daily lives, and environmental impacts of frivolous consumption.”
This awareness is driving a move away from items like brown paper lunch bags and low-quality backpacks, which are often discarded after a single school year, towards products designed for durability.
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By GlobalData“Items that are designed with durability in mind, from brands that have strong sustainability values, are increasingly favoured,” Ferris explains.
Interestingly, research shows that “consumers are actually willing to spend almost 10% more on average for sustainably produced goods.”
Ferris’s personal experience echoes this trend. “I’m seeing my youngest off to college in London this month. Unlike when I left for freshman year so long ago, she has no interest in a big shopping spree before we go. She intends to thrift shop for high-end vintage treasures at Brick Lane when she identifies items she needs!”
The rise of durable and sustainable products
When asked about the specific sustainable products gaining popularity among parents, Ferris is clear: “With the state of the economy and environmental concerns, parents and students alike are looking for options that will last.”
However, she emphasises that style, fit, and price remain the main drivers of purchasing decisions. “We all buy what we like aesthetically, and most of us have to shop within our means,” she acknowledges.
While consumers may not be actively seeking out specific sustainable attributes or materials, Ferris notes that “it’s a feel-good benefit when items have a positive message to promote, and that carries some value.”
The influence of social media trends cannot be ignored either. “Social media trends are also driving consumer purchasing decisions more than ever before. As such, global fashion consumption is continuing to increase,” she observes.
Ferris outlines CiCLO technology’s approach to this ongoing consumerism: “Our company philosophy is that as long as people are going to continue to shop, let’s make sure products are designed to be functional and durable (so they are practical and can be loved for a long time), recyclable (textile recycling is coming in our future!), and also inherently biodegradable (so that if they unfortunately end up polluting the environment, they don’t persist forever).”
Transparency as the key to winning over eco-conscious consumers
For brands and retailers aiming to attract eco-conscious consumers, Ferris stresses the importance of transparency. “The best thing brands and retailers can do to communicate their commitment to sustainability is to be transparent,” she advises.
According to Ferris, eco-conscious consumers are “looking for brands who are upfront, honest, and factual about their sustainable storytelling so that they can make informed decisions.”
CiCLO technology, which Ferris co-founded, exemplifies this approach. “We’ve worked with hundreds of retailers and brands – they all want to choose materials that are less harmful to the environment, and it’s our job to make sure they’re armed to do so and able to relay that information accurately to consumers,” she explains.
Third-party certifications such as Cradle 2 Cradle, bluesign, and OEKO-TEX play a crucial role in this process. “These certifications offer independent verification to affirm that textiles are made with safe chemistries, meet supply chain standards, and are less impactful on the environment,” Ferris elaborates.
One practical example is the hang tags on products made with CiCLOpolyester, which highlight that “CiCLOchemistry is OEKO-TEX ECO PASSPORT certified, and that the fibre is designed to reduce the persistence of microplastic pollution.”
These tags also provide a QR code or URL linking to more detailed information, ensuring that the brand’s sustainability claims are both “transparent and factual.”
Partnerships for greater accessibility
Ferris is particularly proud of how CiCLO technology has made sustainable products more accessible and affordable through partnerships with companies like Target and Champion.
“We created CiCLO technology to be affordable, globally available, and accessible to all supply chains—not a niche solution that can only be adopted by luxury brands,” she asserts.
Given that over 60% of all textiles today are made with polyester, Ferris acknowledges the challenge of finding sustainable alternatives. “There simply is not any combination of materials available today that can replace our global need for polyester,” she states.
Therefore, CiCLO technology aims to “make it better by enabling it to biodegrade while maintaining the durability and performance aspects.”
This approach ensures that “brands that offer everyday basics at a value can easily implement CiCLO technology, making more sustainable back-to-school products within reach for every consumer.”
Durability as the cornerstone of sustainability
Despite economic uncertainty, Ferris believes that parents are willing to invest in more durable, sustainable products because “durability IS sustainability and also makes economic sense.”
She invokes the adage, “buy cheap, buy twice,” to emphasise the long-term value of investing in quality items. “The most sustainable item is the one that’s already in your closet,” Ferris adds, underscoring the importance of making thoughtful, lasting purchases.
Advice for retailers in a changing market
For retailers aiming to capitalise on the growing demand for sustainable products, Ferris offers straightforward advice: “Embed environmental considerations in every decision you make as a brand, and go well beyond offering capsule collections made with more sustainable materials.”
The younger generation, particularly Gen Z, is a driving force behind this shift. “In 2023, 20% of Gen Z stopped buying from a brand due to its reputation for sustainability and ethics,” Ferris reveals.
Retailers must therefore align their products with both the “aesthetics and ethics” of this increasingly conscious consumer base.
Ferris concludes with a call to action for the entire industry: “Consumers don’t make the products and can’t become experts on materials, so it’s our collective job as an industry to make sure that the products we sell are better for our earth.”
