A new consumer poll, commissioned by Applied DNA Sciences and conducted by the Harris Poll, revealed high levels of consumer awareness and interest in fabric and fiber authenticity.
The survey results show that 30 percent of Americans said that they would completely stop purchasing a brand if it made a false product claim about a clothing or bedding product being 100 percent organic cotton or pima cotton, or other claim of this type, while 61 percent said if they found a brand made its apparel or home goods products from raw cotton that was picked by child laborers or forced laborers, they would no longer purchase the brand.
These statistics are part of a recent survey of more than 2,000 U.S. adults conducted online in late December by Harris Poll on behalf of ADNAS. Based in Stony Brook, N.Y., the company develops DNA-based technology to help justify product claims, ensure authenticity and provide an additional level of transparency across global supply chains.
In releasing the survey results, ADNAS said with the push for Made in America products, consumers may be looking more closely at product origins and could demand more transparency. Citing scientific proof of product claims as a key factor in consumer purchase decisions, the survey yielded insights involving product trust and how that trust influences the final decision to purchase or not.
Among them are that 76 percent of respondents said when a product claim indicates cotton clothing or bedding is 100 percent organic or 100 percent pima cotton, they believe it is true, while 25 percent said if they discovered that a brand made those claims but it turned out not to be true, 30 percent said it would completely stop them from purchasing that brand.
In addition, 78 percent said if a cotton product claimed to be 100 percent organic or pima cotton, or other claims of that type, and all else was equal, they would be likely to buy a brand that showed scientific proof of its claim over one that did not. Nearly one-third of respondents said if they found out a brand that claimed to make their apparel or bedding products from cotton grown in the U.S., but actually used a blend of cotton grown in the U.S. and China, they would purchase less frequently from that brand.
“This survey reaffirms what we have known all along,” said James A. Hayward, chief executive officer of ADNAS. “Consumers want authentic products and want to trust in what they are buying. They have no interest in bringing a product into their home that has been born of any kind of forced labor. Our primary aim is to cleanse the cotton supply chain and by that, I mean eliminating any diversion, any mislabeling, any counterfeiting that can take place throughout the cotton supply chain.
“An ideal way to ascertain the true identity of a natural commodity is to use the DNA that nature gave that commodity or to mark it with a manufactured DNA,” Hayward added. “This enables the cotton to be traced to where it was picked before it went into the ginning process that cleans away seed and other debris for packaging into bails to ship around the world for spinning, dyeing and to make into clothes.”
ADNAS uses patented DNA-based solutions to identify, tag, track and trace products to help assure authenticity, traceability and quality of products. SigNature DNA describes the platform ingredient that is at the heart of a family of uncopyable, security and authentication solutions such as SigNature T and fiberTyping, targeted toward textiles and apparel; DNAnet, for antitheft and loss prevention, and digitalDNA for track and trace.