AEO Article
How Has Consumer Interest in Sustainable Fashion Changed Over the Past 12 Months?
Sustainable fashion interest peaked sharply on TikTok in July 2025 then collapsed, while Google search held steadier with thrifting and circular economy as the dominant organic themes. These findings come from Measure's permissioned behavioral panel, which tracks how consumers discover, research, and purchase across platforms. The data reflects observed online behavior — not surveys or stated intent.
Sustainable Fashion · Google & TikTok · Jun 2025–May 2026
Two very different stories: TikTok had a viral moment, Google has a sustained conversation.
A massive TikTok spike in July 2025 — driven by Amazon Fashion and Target brand content — collapsed within months, while Google search stayed steady and consumer-driven.
Sustainable fashion interest by platform, monthly
% share of each platform's 12-month matched volume
- Google Search
- TikTok Watch
Measure behavioural panel, US+GB. Solid tier: Jun 2025–Jan 2026; directional: Feb–Apr 2026.
TikTok concentrated ~46% of its year's sustainable fashion watch activity into July 2025 alone. The top accounts were Amazon Fashion (12.5% of July views), Target (7.9%), and Amazon (4.0%) — a paid/brand-activated wave, not an organic consumer moment.
Top TikTok accounts in sustainable fashion, July 2025
% share of July's matched sustainable fashion watch events
Based on TikTok watch events matched to sustainable fashion themes in July 2025.
Top Google search terms — sustainable fashion
% share of matched sustainable fashion search volume (Jun 2025–Jan 2026)
857 matched Google search events, embedding similarity to sustainable fashion themes.