Why Bad Surveys Hurt Sustainable Fashion...What to Do Instead

Sustainable fashion brands love to throw around buzzwords like “eco-friendly,” “ethical,” and “green.” But how do they actually know what customers want? Surveys are a great tool, when done right. A poorly designed survey, though, can lead brands astray, wasting time, money, and resources on the wrong initiatives.

THE PROBLEM WITH BAD SURVEYS IN SUSTAINABLE FASHION

A bad survey is one that asks leading questions, has unclear answer choices, or collects meaningless data. Here’s an example:

“Would you buy more sustainable clothing if it were cheaper?”

Sounds reasonable, right? But it assumes that price is the main barrier when it might not be. Maybe customers care more about durability or style. A better question would be:

“Which of the following factors most influence your decision when buying sustainable fashion?”

WHY QUALITY OVER QUANTITY MATTERS IN SURVEY DATA

It’s tempting to believe that more responses equal better data. But if you survey just anyone, you risk diluting valuable insights. A random group might not reflect your actual customer base. Instead, sustainable fashion brands should focus on who they survey:

• Loyal Customers – Understand why they keep coming back.
• Potential Buyers – Identify barriers preventing them from purchasing.
• Industry Experts – Gain insights into upcoming trends and challenges.

HOW TO FIX THE SURVEY PROBLEM IN SUSTAINABLE FASHION

• Ask open-ended questions. Let customers tell you what matters most.
• Target the right people. Avoid random sampling; focus on engaged audiences.
• Analyze and act. Don't just collect data, use it to improve product design, materials, and messaging.

Sustainable fashion isn’t just about making “green” products; it’s about making better decisions. And better decisions start with better data. So, before launching your next sustainable fashion campaign, ask yourself: Are you truly listening to your audience or just assuming?