A recent survey led by Jung Ha-Brookshire, Chairperson of the Department of Textile and Apparel at the University of Missouri, suggests companies could derive greater benefits by emphasizing sustainability and ethical practices. The survey, which targeted both employees and customers of Nike and H&M—two prominent clothing brands in the US —revealed many successful companies face challenges in making their customers aware of their social initiatives, despite their employees understanding the broader societal impact. 

The study implies companies should strive to enhance awareness among potential consumers regarding their community projects. Ha-Brookshire emphasizes that corporate social responsibility holds particular significance for clothing brands seeking to expand their consumer base. The findings of this research have been published in the journal Fashion and Textiles, conducted in collaboration with Kyung Hee University, South Korea, and Texas Tech University.