Our Black Friday Sale is now live until Wednesday 30th November 2022! Apply a 15% discount to your cart in Store using promotional code: EBLACKFR22

Health and Beauty We examine the trends underlying the growth of the global marketplace in health, beauty and hygiene. Our analysts will point the way forward by highlighting critical innovations and behaviours that are driving industry evolution.

Shift in Consumer Attitudes Drives Sustainable Eyewear

Natasha Cazin Profile Picture
Natasha Cazin Bio

Although sustainability in eyewear has typically lagged in other fashion categories, a shift in consumer attitudes has undoubtedly fuelled an increased level of focus on a range of environmental and ecological issues related to this, as exemplified by Euromonitor’s Consumer Lifestyle Survey.

Over 60% of consumers surveyed by Euromonitor claimed that they are worried about climate change, while 62% of consumers survey believe that we, as individuals, must take responsibility for tackling climate change. ‘There’s huge global awareness and people are beginning to realise it’s urgent, as well as important. We are cooking the planet. People are consuming too much,’ David Green, CEO at David Green Eyewear, South Africa, affirms.

Source: Euromonitor International

Formed in 2005, David Green Eyewear’s handmade frames, range from £200 to £300 and are manufactured to reflect the purity and colour of their environment, using materials such as fallen leaves, reeds, mother of pearl and wood for the frames and natural vegetable dye for the colour. The company also prides itself on using a production facility, where 80% of the energy is solar. In addition to the frames being made sustainably, plastic-free packaging is used for all the products.

Euromonitor met with the owner of David Green Eyewear to examine the challenges and opportunities in this unique category of sustainable eyewear.

Where is your customer base largely coming from?

David Green: Our customers are getting younger. It’s a youth-driven thing. A lot of pressure to be sustainable is coming from the youth, which is good news.

What role does the internet play in pushing sales?

David Green: We only supply to optical stores. We do not sell direct to the customer and have no plans to. We need the customer to have a high level of engagement and to tell the story face to face. Storytelling is very important to us.

Nevertheless, we have a website with an online catalogue. But no prices. The role of the website is as a ‘beehive’ and the rest of social media are the ‘bees’. The worker bees are involved in Facebook, Instagram and Twitter and their job is to bring the work into the hive.

I have a whole community online and they are looking at fashion. Social media is a very important platform for us, but I recognise that you need a combination of ‘air’ support, as well as ‘on the ground’.

Which markets do you see as offering the biggest opportunities for your brand?

David Green: The UK is the biggest market for us. It is more of a mature market, with a more discerning customer, seeking more meaning in what they are purchasing.

What other markets are you targeting?

David Green: As well as South Africa and the UK, we sell in China, Switzerland, and the US.

In the US, there is a strong green movement growing and we get a good response. We find our brand succeeds in aesthetically pleasing places, like Ohio. We are not a big city brand.

What are the major challenges that you are facing as a sustainable eyewear player?

David Green: Now, it’s the developing markets that are more difficult to enter, and South Africa is the most challenging market for us. Here it’s the ‘luxury brands’ that still dominate, overshadowing sustainable eyewear. If someone gets an attractive brand, it will override the purpose of sustainable eyewear.

Euromonitor International’s 2019 World Market for Eyewear strategy briefing discussed the impact of sustainability concerns on the global eyewear market while our Lifestyle Survey identifies the global consumer trends that impact various FMCG industries. For more insight, click here.

Interested in more insights? Subscribe to our content

Latest Insights

in-cosmetics Asia 2022

Euromonitor International 22 November 2022

Four Key Drivers of Consumer Need States

Shane MacGuill 15 November 2022

How Personalisation is Shaping Health and Beauty Sectors

Euromonitor International 11 November 2022

Global Consumer Trends for 2022 in Eyewear

Natasha Cazin 10 November 2022

Shop Our Reports

Vitamins and Dietary Supplements in Latin America

Sales in Latin America went into decline in real value terms in 2022, although this was understandable, given the strong growth seen during the pandemic,…

View Report

The Future of Plastic Packaging Amid Sustainability Pressures

Plastic holds leading position in global packaging demand, accounting for almost two thirds of retail sales, with versatility and efficiency key to its success.…

View Report

The Fragrance Phenomenon: Redefining Value and Priorities

The COVID-19 pandemic refreshed global demand for fragrances, resulting in long-term repositioning to self-care and wellness. The US and China witnessed a…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More