In recent years, sustainability has become a driving force behind consumer demands across various industries. One sector that has been significantly impacted is the textile industry. Consumers are increasingly seeking environmentally friendly products and placing greater importance on sustainable materials and practices. In our research, we explored the textile industry's ongoing shift towards sustainability and its direct connection to consumer-centric demands.

Sustainability has become a driving force in consumer choices, influencing their preferences in textiles. A 2023 study by Nielsen indicates that 73% of global consumers consider sustainability an important factor in their purchasing decisions.1 Moreover, 57% of consumers are willing to pay a premium for sustainable products, underscoring the growing significance of sustainable and renewable options.1

While progress is being made, the textile industry faces certain barriers that slow down and limit the shift towards sustainability. Supply chain complexity and a lack of transparency remain significant challenges. According to a 2023 report by McKinsey, fragmented supply chains make it difficult to trace and ensure sustainable practices across all stages of production are occurring.2 Additionally, cost considerations, outdated manufacturing processes, and limited information sharing and knowledge regarding sustainable materials poses hurdles to achieving widespread sustainability. 

It is important to note that consumer priorities for functionality, like odor control, and sustainability in textiles are interconnected. While consumers seek odor control to maintain freshness and cleanliness, they also expect sustainable practices to be integrated into the production of these textiles. By opting for sustainable solutions, consumers can reduce their ecological footprint and contribute to the preservation of the environment. The critical aspect of odor control in textile products, both in apparel and home textiles, is ever present. A 2023 survey by Cotton Incorporated found that 88% of consumers consider odor control an important attribute when purchasing clothing.3 In home textiles, such as bedding and towels, a study by The NPD Group revealed that odor control was a key feature desired by consumers.4

The textile industry's shift towards sustainability is driven and accelerated by consumer demands. As consumers become increasingly aware of their environmental impact, they actively seek sustainable textile options. Although challenges exist, the industry is making notable progress. At Sanitized USA, we recognize the importance of sustainability and have developed functional finishes that facilitate the industry's transition towards sustainable materials and practices, like with our plant-based odor control and moisture management technologies. We are proud to offer innovative functional finishes, like our plant-based odor control technology – PAO, that addresses consumer demands for performance and durability while also improving the sustainability of textile products. By reducing the need for frequent washing, our finishes contribute to prolonging the lifespan of textile products, reducing waste and environmental impact. By embracing sustainability, we can create a circular and sustainable future for the textile industry while remaining consumer-centric.

1.    Nielsen. (2023). Global Corporate Sustainability Report.

2.    McKinsey & Company. (2023). Textile recycling in the United States: Navigating the US textile waste landscape.

3.    Cotton Incorporated. (2023). 2023 U.S. Cotton Sustainability Survey.

4.    The NPD Group. (2023). 2023 Future of Home.