Bridging the Gap: 3-CO Project Highlights Sustainable Fashion Labelling at Two Consumer Events

The 3-CO project (Concise Consumer Communication through Robust Labels for Biobased Systems) is an EU-funded initiative under Horizon Europe, dedicated to enhancing consumer communication on bio-based products through improved labelling and certification schemes. By focusing on transparency, effective communication and clear transfer of information, the project aims to empower consumers to make more sustainable purchasing decisions.

Engaging with the public: events that matter

The fashion industry has emerged as the second most polluting of all industries in the world. Recently, 3-CO partner Biomass Technology Group (BTG) showcased their efforts to support citizens choosing more sustainable clothing at two Dutch events KleerNZooi XXL and European Researchers’ Night (Groningen edition). These gatherings provided an excellent platform for engaging with the public and testing the attendees’ knowledge about sustainable fashion labels.

On 5 October 2024, the 3-CO team participated in the KleerNZooi XXL festival held at the Martinikerk in Groningen. Organised by Stichting Groener Groningen, this event attracted around 2,500 visitors and featured some 25 exhibitors focused on sustainable fashion. The festival was the culmination of a three-week series of sustainable clothing events held across the Dutch city.

Interactive learning: the “Lured by labels” challenge

To inform attendees about clothing ecolabels, the 3-CO project team employed interactive methods. One of their primary tools was the “Lured by Labels” challenge, which invited participants to match ecolabel logos with their corresponding descriptions. The results revealed a significant knowledge gap among consumers; fewer than ten visitors completed the challenge without any hints. This highlighted the urgent need for greater awareness regarding sustainable clothing labelling.

The engagement did not go unnoticed. Many participants expressed newfound interest in ecolabels after interacting with the project team. One attendee remarked, “I wasn’t aware of the many ecolabels for clothing. Thank you very much for the opportunity to play the ‘lured by labels’ game. I’ll take better care when I buy any new clothes.” Such feedback underscores the importance of initiatives like 3-CO in educating consumers about sustainable options.

Weighing consumer priorities

In addition to the challenge, the team conducted a survey to gauge consumer priorities when purchasing new clothing. Participants were asked to vote on what aspects mattered most to them. The results revealed that concerns about impact on people, animals, and nature were paramount, followed closely by fair labour conditions and the use of organic materials. Another visitor noted, “There are so many bio-based possibilities we are not aware of. Nice examples!” This sentiment reflects a growing curiosity among consumers about sustainable practices.

Achieving impact through engagement

By directly engaging some 200 visitors at each event, the project achieved multiple objectives: educating consumers, gathering critical data on attitudes towards sustainable fashion, and fostering discussions about bio-based products. These interactions not only highlight gaps in consumer knowledge but also illustrate the potential for increased awareness and responsible decision-making.

Paving the way for sustainable choices

The participation of 3-CO in events like KleerNZooi XXL and European Researchers’ Night (Groningen edition) aligns with its overarching goals of improving transparency in bio-based product value chains and supporting environmentally responsible choices. As the fashion industry continues to face sustainability challenges, initiatives like 3-CO play a crucial role in bridging the gap between sustainable production practices and informed consumer behaviour.

Through these efforts, 3-CO is paving the way for a more responsible and environmentally conscious consumer communication, demonstrating that curiosity and engagement can drive meaningful change in sustainable fashion awareness.

On 13 December 2024 3-CO will address consumer concerns and how to counteract greenwashing through smart certification in an upcoming webinar with experts Berit Topolinski from DIN Certco and Margaux Le Gallou from ECOS – Environmental Coalition on Standards. 

For registration and further information please visit https://3co-project.eu/news-events/. 

To stay updated on future consumer events, visit the 3-CO website and subscribe for the newsletter https://3co-project.eu. Consumer interested in sustainable fashion might also benefit from the project’s textile-label overview https://3co-project.eu/overview-textile-labels/.

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Research Executive Agency. Neither the European Union nor the granting authority can be held responsible for them.

Source

nova-Institute, original text, 2024-12-10.

Supplier

3-CO Concise consumer Communication
Biomass Technology Group BV (BTG)
BioReCer
DIN CERTCO Gesellschaft für Konformitätsbewertung
ECOS
European Union
nova-Institut GmbH

Share