Europe beatin' the pants off U.S. for Ethical Fasion

Andrew passed an article my way, via Marketing Daily, on the gap between European and American consumption of ethical fashion. Europe, is much farther along that our fair country when it comes to purchasing clothing (and goods) that adhere to a variety of socially-responsible standards. From organic material to fair trade certification, the popularity level is high.

The difference could be based on the U.S.'s lagging adoption of fair trade and a lack of oversight by a third party. Might be driven, also, by mindset. If you simply look at what TransFair has done to raising awareness in the food and beverage market in the U.S., it's clear that third-party endorsements not only provide additional brand recognition during purchase opportunities, but aid in raising the overall awareness level.

I do think that the article paints a more dire picture of Americans' awareness level for ethical clothing than is fair to build a soapbox upon. We're doing better. And as mainstream designers continue to incorporate fair trade products and practices into popular lines, the awareness will only grow. Additionally, American consumers are embracing the green/sustainable/ethical buzzwords and turning them into buying practices. We may be lagging behind Europe, but we're making progress. And that's encouraging.

Resources:
TransFair
Business for Social Responsibility