Why Sustainable Fashion Still Isn’t the Default

Drawing from a survey of 5,000 consumers across Germany, France, Italy, Sweden, and the UK, Zalando finds that most shoppers want to make sustainable fashion choices. Yet many still struggle to follow through.

More than 71% of consumers want to buy fashion more sustainably, and 74% want to extend the life of their clothing—by repairing, reselling, or caring for items. But only 66% report having made such sustainable choices over the past year.

The Top Barriers

Zalando’s research highlights several core obstacles that prevent consumers from acting on their values:

• 41% say sustainable items are too expensive
• 27% struggle to identify which items are more sustainable
• 24% don’t know where to shop for them
• 19% express skepticism about sustainability claims

These issues are further compounded by what the report calls an information vacuum. As regulators crack down on greenwashing, brands have grown hesitant to communicate sustainability attributes. This “green hushing” makes it harder for consumers to access the information they need to make confident, conscious choices.

Shared Responsibility, Not Just Consumer Burden

The report’s central thesis is clear: sustainability cannot be achieved through individual choices alone. Consumers want help from all sides of the fashion ecosystem.

According to the findings:

• 77% expect brands and retailers to make sustainable options the default and provide support beyond the point of sale.
• 66% say the EU, and 63% say national governments, should reduce taxes on sustainable fashion and improve infrastructure for recycling, resale, and repair.
• 65% look to social media platforms, and 61% to influencers, to help shift fashion culture toward longevity, not disposability.

As Zalando states: “It doesn’t take two—it takes many.”

Four Types of Shoppers, Four Paths Forward

To help the industry better engage consumers, Zalando identifies four distinct shopper segments:

• Fashion First (37%): Trend-driven and influenced by style and social media.
• Conscious Curators (21%): Balance fashion with sustainability and seek ethical brands.
• Mindful Minimalists (23%): Prioritize durability, repair, and lower consumption.
• Indifferent (18%): View fashion functionally, with low engagement in sustainability.

Each group has different motivations and touchpoints—and requires targeted messaging and solutions.

Zalando’s Response: From Net Zero to Recommerce

The company outlines several internal initiatives to support a more sustainable fashion future:

• Committing to Net Zero by 2040 for operations and private labels, and by 2050 across the full value chain.
• Phasing out conventional polyester and cotton by 2033 in its private label lines.
• Expanding its pre-owned and resale offerings, including children's clothing.
• Reducing return rates through AI-powered sizing technology, which also improves sustainability outcomes.

Zalando’s 2025 report is both a call to action and a roadmap. The desire for sustainable fashion is real—but without affordable options, clear guidance, and trusted voices, most consumers will remain stuck in the intention phase. The report challenges brands, governments, and cultural influencers alike: if sustainable fashion is to become the norm, it must be made easier, cheaper, and more aspirational.

In Zalando’s words: It takes many.