Boob Sustainability Survey: Mothers make conscientious clothing choices!
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Boob organic cotton - sustainability survey

Survey: Mothers make conscientious clothing choices!

Mothers are becoming more and more aware. They feel that fair and greener, more sustainable production methods, as well as materials and clothing that are tested for harmful chemicals, are important aspects when buying clothes. These are just some of the results from a survey that Swedish maternity brand Boob conducted among 1,419 women who are pregnant or new mothers.

19 percent said that it is critical that the clothes they buy are made from sustainable, greener materials. Over 72 percent believe that it is important but not critical for a purchase. In Boob’s recently conducted survey moms got to answer questions regarding how their concern for the environment, sustainability and production affects their choices when they buy clothes. Boob conducted a similar survey in 2013.

One gratifying outcome was the fact that, when compared with this year’s results, we found that mothers are becoming more and more aware about both the environment as well as fair production. In 2013, for example, three out of ten said that it was critical that the clothes they buy did not contain harmful chemicals. In 2016 more than half of the mothers, 51 per cent, provided the same answer.

“At Boob we are convinced that we can, and must, contribute to solutions that are sustainable, even for the next generation. For us, who work with mothers as a target group, it feels natural and even more fun to have customers who already are, and are becoming even more, engaged and well-informed in matters relating to the environment and social responsibility. Which is exactly what the survey clearly shows,” says Mia Seipel, founder and creative director at Boob.

Materials and chemicals
When asked how important it is that the clothing they purchase is made from greener, sustainable materials such as organic cotton and lyocell, 91.5 percent of Swedish mothers in the survey said they would rather buy clothes made from sustainable materials.

  • 19 percent feel that it is a decisive criterion for purchase.
  • 72.5 percent said that it is important but not essential for a purchase.
  • 3.5 percent responded that it is not important and 5 percent said they have not thought about it.
  • ​94 percent of mothers surveyed said that it is important that their clothes do not contain harmful chemicals.
  • 51 percent of those who took part in Boob’s survey responded that it is important and essential that the clothing they purchase does not contain harmful chemicals.
  • 43 percent think this is important, but not crucial for a purchase.
  • 1 percent said that it is not important if the clothes they buy contain harmful chemicals and
  • 5 percent said they have not thought about this.
     

Fair production
When asked if it is important that the clothes they buy are produced in fair working conditions, such as a safe working environment, where workers have a right to decent pay and where there is a ban on child labor, 95 percent said that it is an important aspect.

  • 54 percent said that it is important and crucial for a purchase.
  • 41 percent said it is important, but not crucial for a purchase.
  • 2 percent said that it is not of importance, and 3 percent had not thought about it.
     

Long life and new life 

  • 99 percent feel that quality and a long-lasting design are important aspects when buying clothes.
  • More than two out of three (68 percent) responded that it is important and crucial for a purchase that clothes are of high quality with long-lasting design.
  • 30.5 percent said that this is important but not decisive when buying clothes.
  • 1 percent said that it is not important and 0.5 percent had not thought about this.

In the survey Boob also asked what women do with clothes they no longer use. 52 percent of mothers in the survey responded that they give clothes they no longer use to friends or charity, while 20 percent save those garments for later use. 12 percent sell them to second-hand stores and 15 percent recycle them via clothing recycling, according to the survey. A very small percentage, less than 1 percent, answered that they throw clothes away.
 

About the survey
The survey was conducted in September 2016 among 1,419 Swedish mothers. Of those respondents, 29.7% were expectant mothers, 65.8% were new parents, and 4.5% did not fit one of these descriptions. Boob conducted its survey in 2013 with 685 respondents.

Boob’s sustainability work

Boob’s design philosophy is to make clothes that fulfill a purpose. Boob’s high quality garments have a clean and timeless design, and are made to be used, washed and loved – by more than one mother. In 2008 the company began to consciously replace all non-sustainable materials with sustainable materials such as organic cotton, lyocell, recycled polyester and recycled polyamide. Since 2008, Boob has increased the proportion of sustainable materials from 20% to 83% in 2015 (measured by weight of the total annual production). The goal is that this figure should be 100% in the near the future. All garments are tested for harmful chemicals and certified according to Standard 100 by OEKO-TEX®. All products are produced in Europe and Boob places high demands on its suppliers in terms of environmental and social responsibility. All of the new items in Boob’s Spring/Summer 2017 collection are made of sustainable materials.

Wednesday December 14, 2016

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