US: With Gucci’s latest sustainability push, here’s what its customers think of eco-conscious brands

Luxury brand, Gucci, will launch a research-and-development center in Tuscany which will explore ways in which the brand can improve circularity. The hub will also look for ways to achieve better durability and recyclability of products and minimize waste and pollution. Additionally, it aims to promote the use of fewer natural resources and reducing greenhouse-gas emissions.

What do Gucci’s current customers think of brands and their sustainability-driven initiatives?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - Gucci's current customers (71%) are more likely than the general US population (57%) to agree with the statement that they “prefer brands that are sustainable.”

In comparison, just 17% of the Kering-owned company’s current customers and 20% of the general US population disagree that they “prefer brands that are sustainable.”

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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