CONSUMER RESEARCH

Materials Nomenclature Report

North Mountain Consulting Group conducted a consumer research study into the naming preferences of animal-free and more sustainable materials which replace leather, wool, silk, down, fur, and exotic skins. The study tested consumer preferences for the general category for these materials as well as specific terms for each material.

Alternatives to Leather: An Exploratory Study of U.S. Consumer Perceptions

A Material Innovation Initiative study done in collaboration with North Mountain Consulting Group shows that the scales have tipped away from animal leather and toward leather alternatives for many consumers in the U.S. According to the results, while many consumers value the performance and aesthetics of animal leather, the majority say they prefer leather alternatives for reasons that include environmental and other ethical considerations. The study also investigated messaging effectiveness and the willingness of consumers to pay more for alternatives. These findings highlight barriers to adoption of leather alternatives and opportunities for material scientists, startups, and brands working to develop next-gen replacements for animal-derived leather.