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Outdoor Industry Isn’t Promoting Sustainability Enough, Expert Says

Walking the floor at the 2018 Outdoor Retailer Winter Market in Denver this week, it’s clear that sustainable products are on-trend. But one industry expert believes brands and retailers aren’t doing enough to promote eco-friendly messaging.
“I encourage brands and retailers to do a much better job of calling out products that are sustainable in their mix,” The NPD Group Inc.’s VP and senior sports industry adviser, Matt Powell, said today during the Industry Trend Breakfast.
Powell said he would like to see this because his company’s research shows there is a demand for green goods.
“There is an inclination on the part of the consumer to want to buy sustainable products,” Powell explained, “and if we could offer sustainable products that were at or close to conventional products, I think that presents a big opportunity.”
Just how much of the market wants eco-friendly products?
According to a study from The NPD, 33 percent of women said they would pay more for clothing that was described as sustainable than clothes that were not. And the same goes for 28 percent of men.
And of the women who would shop green, NPD said almost 40 percent were millennials.
“If you want to win over the young consumer, [promoting sustainable products]

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Via:: https://footwearnews.com/2018/focus/athletic-outdoor/outdoor-retailer-2018-sustainable-products-1202705348/