New research uncovers the consumer understanding of leather and its place in a society committed to making better choices for the environment.

The pandemic and graphic images showing the effects of climate change are having an impact on consumer behaviour. Attitudes and habits are changing at pace and so Leather UK, Leather Naturally and the Institute for Creative Leather Technologies (ICLT) have collabrated in the commissioning of research to better understand consumer knowledge around leather and its origins as a by-product of the food industry.


 

What is 'vegan leather'?

The lack of knowledge was surprising. More than half (54%) or the 2,000 respondents did not know what 'vegan leather' is made from, but 74% agreed that 'it should be easy to see what I am buying and that labelling should not be misleading.'

Where does leather come from?

Leather is a by-product of the meat industry, which if not used would go to waste, however only 24% of those surveyed were aware of this fact.

Leather is valued for its quality and longevity

What is clear is that consumers who own and use leather value it for its positive benefits, with 67% saying it could be trusted to last a lifetime and 53% citing its comfort and practicality as reasons to buy.

The move to slow fashion

The report also investigates the world leather exists in, by exploring emerging purchase behaviours as well as attitudes to new forms of consumption, such as rental and pre-loved, currently making headlines in fashion, homeware and other industries. It examines a new age of thrift, a ‘make do and mend’ culture and the encouraging signs of a move away from fast, disposable fashion and consumer goods.

These trends bode well for a high-quality material like leather, which lasts a lifetime. Download the full report here.