Consumer communication clearly has a role to play in improving resource efficiency. For example, nearly 40% of adults think they could do more to buy clothes that last longer, and are willing to do so (see figure to the left). Factors that will cause this include creating confidence in the brand; providing a durability index, quality mark, or more information on the label; and increasing awareness about the impacts of waste [1].

Research for WRAP has found that extending the life of clothes would have a huge impact on carbon, water and waste footprints. For example, the annual carbon footprint of the clothing in use in the UK is 38 million tonnes of CO2eq [2]. Increasing the average life of clothes by one third would reduce this by around 10 million tonnes [2].

1. WRAP, 2012, Valuing Our Clothes
2.WRAP, 2012, A Carbon Footprint for UK Clothing and Opportunities for Savings