Netflix’s Buy Now! The Shopping Conspiracy struck a nerve in the retail world, exposing the dark side of consumerism and the environmental toll of overproduction and waste. The documentary dives deep into the strategies used by corporations to drive consumer behavior—highlighting planned obsolescence, misleading sustainability claims, and the overwhelming scale of waste.

At MakerSights, this prompted a critical question: Are these challenges—spotlighted as urgent in the film—understood and felt by the consumers brands serve?

To find out, we conducted a study across the USA, Germany, and Japan, gathering insights from 1,085 consumers. The results reveal a fascinating paradox: while consumers are increasingly mindful of sustainability, their concerns and trust in brands reveal a far more complex landscape.

Why We Conducted This Research

The documentary highlighted systemic issues, including overproduction, lack of transparency, and unsustainable practices. We wanted to test whether consumers recognized these challenges and gauge their impact on purchasing decisions. More importantly, we aimed to uncover how brands can better align with consumer expectations in a world where sustainability is both a necessity and a competitive differentiator.

Key Findings

1. Overproduction and waste are the top consumer concerns

Globally, 39% of respondents named “overproduction and waste” as the biggest issue facing fashion brands. Yet regional nuances emerged:

• Germany: Overproduction is tied with “environmental pollution” (41%).

• USA: Americans are 23% more likely than others to prioritize “ethical labor practices.”

• Japan: Japanese consumers are 25% more likely to cite “limited availability of affordable sustainable options” as a key issue.

2. Skepticism around cost and durability

Cost is the primary barrier to sustainable shopping, with 47% of consumers identifying it as their main grievance—55% more common than any other factor.

Meanwhile, 45% of consumers worry that sustainable products may not match conventional ones in durability and quality.

This tension reveals a critical challenge: how can brands balance affordability and long-lasting quality in sustainable product offerings?

3. Trust in brands is surprisingly high

Despite skepticism in the Buy Now! documentary, 70% of consumers report trusting brands’ sustainability claims. This trust represents a significant opportunity for brands to deepen relationships with their customers through greater transparency and accountability.

4. Consumers Feel Limited in Their Influence

Only 25% of respondents believe their purchasing power can significantly impact brand behavior.

In Japan, this sentiment is even weaker, with consumers 28% less likely to feel empowered. Interestingly, Japanese respondents were also 100% more likely to admit they hadn’t thought about how their purchases affect brand sustainability.

MakerSights’ Perspective

Sustainability in retail is fraught with paradoxes that brands must navigate carefully. As consumers increasingly equate sustainability with durability, brands face the challenge of balancing environmental benefits with profitability.

Offering long-lasting products may reduce waste, but it also risks limiting repeat purchases, posing a threat to traditional business models. This delicate balance requires a reevaluation of how brands deliver value without compromising their financial viability.

At the same time, while concerns over greenwashing persist, a surprising 70% of consumers trust brands’ sustainability claims.

This trust presents a crucial opportunity for brands to solidify their reputation by embracing greater transparency. Clear communication and demonstrable impact can bridge the gap between consumer perception and reality, reinforcing loyalty and fostering a sense of authenticity.

Another critical challenge lies in addressing the disconnect between consumer trust in brands and their own perceived ability to influence sustainable practices. Many consumers believe their individual purchases carry little weight in driving change. Brands must actively demonstrate how consumer choices contribute to sustainability goals, fostering a sense of shared responsibility and empowerment.

MakerSights offers a tangible solution by enabling brands to gather real-time consumer insights and identify styles that resonate before production begins. This ensures only high-performing products move forward, reducing waste while maintaining profitability.

By aligning product decisions with consumer demand, brands can adopt a more sustainable approach without sacrificing business goals—helping them meet both environmental and market expectations effectively.

⭐️ Looking for more insights? Check out How Consumers Decide What’s Valuable in Fashion

*All research was conducted by MakerSights using our Consumer Intelligence platform. We engaged with 1,085 consumers across across the USA, Germany, and Japan.