Walking the talk

Our second sustainability behaviour report, ‘It takes many,’ has just launched.

Based on consumer research across five European countries, the report confirms that while awareness and intentions around sustainable fashion are growing, the so-called ‘attitude-behaviour gap’ remains a major challenge. In short: people want to make more sustainable choices, but real-world barriers, like price, accessibility, lack of trust, and information overload, still hold them back.

The report highlights how all players in the fashion ecosystem, including us, need to step up. Here are five ways we’re turning its recommendations into action and supporting more responsible choices in our business.

1. Improving our own products and operations

Reducing our environmental impact means making changes to how we design, source and operate.

Decarbonising operations: Our net-zero ambition drives our climate strategy, including reducing emissions in logistics, piloting more sustainable packaging, and exploring alternative delivery options. Our goal is to make the shopping experience more sustainable without compromising on convenience or style.
Next-gen materials: We’ve committed to phasing out virgin polyester and conventional cotton in our private labels by 2033. In 2025, we started piloting new materials like textile-to-textile recycled polyester and regenerative cotton to help us get there.
Partner engagement: Our efforts are amplified by our partners, whom we actively support to set and work towards their sustainability targets. Today, 70.5% of our suppliers have set science-based climate targets. One way we enable our partners to this end, specifically fashion brands, is through initiatives like FASHION LEAP FOR CLIMATE, which we co-founded in 2022 to help build climate expertise and accelerate action.

2. Empowering more mindful customers choices

We’re working to make it easier for customers to identify and choose products on Zalando that were produced with the environment in mind. While this is an ongoing journey in a complex legislative landscape, we’ve already taken important steps:

Product information and standards: In 2024, we introduced a new product experience. Customers can now see product standards information directly beneath the ‘add to bag’ button on the Product Detail Page (PDP).
Transparency: The product standards section on the Product Detail Page provides further explanations of what each standard means and the evidence behind it, such as whether an item has ‘organic material’ certification.
More ways to explore: Customers can also visit our Product Standards page for more detailed information or filter by standards directly on the product listing pages.

3. Working towards circularity

To extend the life of the products we sell, we’re growing our second-hand offering and exploring new circular business models.

Second-hand expansion: Our Pre-owned category continues to grow. Customers in 13 markets can buy and sell second-hand items on Zalando and we’ve also introduced Pre-owned collections in selected Zalando outlet stores in Germany.
Enabling the fashion ecosystem: Circularity isn’t something we can tackle alone. Through partnerships like Fashion ReModel, we’re working with other brands to test and scale circular models. Fiber Club, another initiative, pools demand across industry players to make circular materials more accessible and cost-efficient.

4. Helping customers throughout their journey

Technology and inspiration play important roles in making more responsible choices feel routine. We're combining digital tools with creative storytelling to support customers on their fashion journey from discovery and education to long-term product care.

Inspiration & care content: We’ve been piloting content that supports long-term product use. Think care tips, styling inspiration, and advice on building a timeless wardrobe. We co-create this content with selected creators who align with our sustainability principles and anti-greenwashing commitment.
Size & Fit tools: Reducing returns is one way we can cut down on waste and support better outcomes for our customers. By using data and technology, we help customers choose the right size from the start. So far, this has helped reduce size-related returns by 10% for supported products.

5. Advocating for shared standards and more transparency

To support more transparent and responsible fashion choices, we’re working with regulators and industry bodies to help shape clearer standards across the sector.

Ecodesign for Sustainable Products Regulation (ESPR): Zalando supports the introduction of ecodesign requirements aimed at improving the environmental performance of apparel and empowering consumers to make more informed purchasing decisions. To ensure these requirements are effective, they should be rolled out progressively, starting with the ones having the highest potential to improve apparel performance, and communicate them in a way that is clear, trustworthy and easily understood by consumers.
Digital Product Passport (DPP): We fully support the implementation of a DPP and the benefits it offers for consistent, accessible product information. We're actively engaged in shaping the policy debate, offering our insights and advocating for greater transparency regarding information requirements. Furthermore, we're pushing for clearly defined roles and responsibilities for all actors in the DPP chain.
Green Claims Directive: Consumers are increasingly skeptical about sustainability claims, often because there are just too many certifications and messages to make sense of. This highlights a real need for a harmonised approach to build trust. We are working closely with policymakers to have a unified, EU-wide methodology for evaluating and communicating environmental claims.
Textile Labelling Regulation (TLR): As highlighted by the recent Commission’s Single Market Strategy, inconsistent labeling across EU countries can create confusion for customers and operational challenges for businesses. We’re supporting efforts to revise the TLR to make labeling clearer, and more transparent. Zalando supports the digitalisation of label information and advocates for the seamless integration of a digital label, consistent with the DPP rules. As part of this, we’re sharing our insights with the European Commission to help improve data quality and make our internal processes more efficient.

We know there’s a long way to go and no single company can do it alone. But by continuing to learn, collaborate and improve, we hope to play our part in shaping a more sustainable fashion future.