Zalando has published an updated version of its landmark research on the sustainability attitude–behaviour gap, building on its 2021 “It Takes Two” report. The newly released study, titled “It Takes Many”, explores how consumers’ sustainability intentions in fashion continue to outpace their actual behaviours, and what needs to change to enable more conscious fashion choices in today’s shifting global landscape.
The updated research shows that while consumer aspirations for sustainable fashion have held strong, many are still struggling to follow through. Over 70% of consumers surveyed want to make more sustainable fashion purchases (71%) and wear their clothes more sustainably (74%), but a gap remains between intent and action. Zalando attributes this to persistent barriers including high prices (cited by 41% of respondents), difficulty identifying sustainable options (27%), and limited access to information (21%).
In response to these findings, Zalando calls for a system-wide approach to address the underlying issues. “It Takes Many” reflects Zalando’s belief that solving this challenge requires input and action from a broad coalition—brands, retailers, governments, regulators, influencers, and social media platforms alike.
Consumer expectations reinforce this shared-responsibility model: 77% believe brands and retailers should help enable sustainable choices, with 72% recognising their own role. Importantly, more than 60% also expect action from institutions like the EU, national governments, international organisations, and social media platforms.
The report also reveals the diversity of consumers and the need for tailored approaches. Four distinct consumer segments were identified: Fashion First (37%), Conscious Curators (21%), Mindful Minimalists (23%), and the Indifferents(18%). These groups vary in motivations and behaviours, highlighting the importance of meeting consumers where they are, not where stakeholders assume they should be.
Zalando’s Vice President of Sustainability and D&I, Pascal Brun, commented that the report confirms the company is on the right path and that only through collaboration can the fashion industry truly evolve. “With greater insights and a deeper understanding, our latest report, ‘It Takes Many,’ reflects the evolution of both our perspectives and the world around us,” Brun said.
Zalando plans to turn its findings into action, inviting stakeholders to participate in events and discussions in the coming months. The company is also conducting further analysis through its Zalando Voices panel, comparing survey responses to actual customer behaviour data to better understand decision-making patterns and identify points of friction in the customer journey.
As Zalando makes clear, enabling sustainable behaviour is not the sole burden of the consumer. It demands coordinated, informed, and sustained action from across the fashion ecosystem. And while the gap between intentions and actions remains, the path to bridging it is clearer than ever: it takes many.
Read the full report here.
