Research indicates that most fashion consumers are still indifferent to sustainable fashion. Still, there is a growing movement of young people looking to adopt more environmentally conscious practices when it comes to their clothing. ​​​​​​​​ ​​​​​​​​ These "sustainability seekers" are looking for brands that make an effort to be sustainable, whether through organic materials, responsible production methods, or charitable initiatives.​​​​​​​​ ​​​​​​​​ But what does "sustainability" mean to these consumers? And how do they go about finding the most sustainable fashion options available?​​​​​​​​ ​​​​​​​​ So what do sustainability seekers want from fashion brands? Clear and concise information about a brand's environmental and social impact is at the top of the list. In addition, they appreciate transparency around where materials come from and how products are made.​​​​​​​​ ​​​​​​​​ There is a growing demand for sustainable fashion among young citizens. Brands that can meet these needs will have a competitive advantage in future years.