![Many Western brands think Chinese consumers lag in sustainability efforts, but that could not be further from the truth. They just need the right message. Image credit: Everlane](https://cache.luxurydaily.com/wp-content/uploads/2021/12/jing-daily-121521.jpeg)
By Jiaqi Luo
In the wake of the COP26 summit, the rising pressure of irreversible climate change has convinced luxury and fashion to build a more sustainable future. And China, whose consumer share is expected to make up 50 percent of the industry revenue by 2025, is crucial to these environmental ambitions.