Global Public Opinion Insights
GlobeScan research shows agriculture and food companies enjoy strong global reputations, while packaged foods and snacks face persistent trust gaps shaped by region and generation.
Global insights into how the clothing and apparel sector is perceived in fulfilling its responsibilities to society
Clothing and apparel companies operate at the intersection of consumer culture, global supply chains, and mounting environmental and social scrutiny. Concerns around fast fashion, waste, labor standards, and transparency continue to shape public expectations, particularly in mature markets where scrutiny is highest.
This latest edition of GlobeScan’s long‑running societal reputation research examines how the clothing and apparel sector is perceived across 33 markets worldwide. The findings reveal a sector with mixed performance: stronger reputational standing in many Global South markets, more critical views in Europe and North America, and clear generational divides that point to both near‑term risk and long‑term opportunity.
Key insights include:
- A lower‑mid global position with mixed public perceptions. Clothing and apparel companies rank 15th out of 21 sectors globally in fulfilling their responsibilities to society. While perceptions are more positive than negative overall, the sector remains well behind many consumer‑facing industries, and long‑term tracking shows that gains made after 2009 have weakened again since 2020.
- Average performance dominates public perceptions. Nearly four in ten people globally rate clothing and apparel companies as delivering only average performance compared with other sectors. Just over one‑third view the sector as above average or among the very best, while one-quarter believe it performs below average or among the very worst.
- Strong regional divides shape societal reputation. Perceptions are most positive in emerging and Global South markets such as Nigeria, Kenya, India, Vietnam, and Indonesia, where apparel companies often play visible economic and employment roles. In contrast, Europe and North America record the sector’s lowest ratings, with markets including Sweden, France, the Netherlands, Portugal, Germany, Spain, Canada, the UK, and Italy placing apparel firmly in the lower tier of sector rankings.
- Uneven standing across national markets. Clothing and apparel rank within the top five sectors in only two markets, Colombia and South Africa. In most countries, the sector sits mid‑table or near the bottom when compared with other industries’ societal performance.
- Younger generations view the sector more favorably. Gen Z rates the clothing and apparel sector more positively than any other generation, followed by Millennials. Gen X and Baby Boomers are significantly more critical, with Baby Boomers the only group globally to hold net negative views. These differences suggest long‑term opportunity if brands can maintain relevance with younger audiences while rebuilding trust among older generations.
- Targeted engagement can strengthen trust and credibility. The findings highlight the need for differentiated reputational strategies. In emerging markets, sustaining goodwill depends on continued delivery of local economic value and responsible practices. In developed markets, rebuilding trust requires greater transparency, stronger accountability, and credible responses to concerns around fast fashion waste, labor rights, and environmental impact.
