Over the past 10 years, the natural fibre market has seen a marked improvement in the demand for sustainably produced fibres. This is becoming more critical as legislation forces companies to report on the source of their raw materials and the conditions under which their product is produced.
Commercial business decisions are being heavily influenced by consumer sentiment conveyed through social media. It would be nice to think retailers make decisions in order to do the right and ethical thing, but businesses are changing their behaviour because negative behaviour can be easily identified and Tweeted, Insta'ed, WhatsApped.
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