Gen Z is emerging as the sustainability generation: most of Generation Z prefer environmentally friendly brands and are willing to pay 10% more to buy sustainable items. In fact, 3 out of 4 Gen Z consumers care more about sustainability than brand names when shopping.
They are growing up in a world of climate change, pollution, and plastic waste, and they are acutely aware of the impact that humans are having on the environment. As a result, Gen Z has a strong commitment to sustainability, with 82% expressing concern about the state of the planet.
What age group is most interested in sustainable fashion?
According to a 2022 survey, 18 to 24 year-olds, the youngest age group polled, are the most likely to buy products from a brand that has strong ethical and sustainable credentials.
Generation Z's unique style and bold personality have shaken the fashion landscape. Gone are the days of squeezing into skinny jeans and tight tops to achieve a petite silhouette (thank goodness!). Gen Z prefers comfortable and expressive clothing like loose-fitting jeans, crop tops, and oversized pieces.
ESG initiatives are considered important to more than 4 in 10 U.S. workers (41 percent). However, ESG is especially important to younger workers—individuals born between 1981 and 2012—with 46 percent of Generation Z and 55 percent of Millennials saying ESG is important.
Gen Z: Environmentalism and Fast Fashion: Samantha Schofield
What is Gen Z attitude to sustainability?
They are growing up in a world of climate change, pollution, and plastic waste, and they are acutely aware of the impact that humans are having on the environment. As a result, Gen Z has a strong commitment to sustainability, with 82% expressing concern about the state of the planet.
According to a study by Nielsen, 73% of millennials are willing to pay more for sustainable products, compared to 66% of the general population. Overall, millennials tend to prioritize sustainability, convenience, technology, community, and affordability when it comes to urban mobility.
“Gen Z is expressing themselves through style because it's a way to imagine a different world than we have right now,” he said. “You can tell a story about yourself and what you care about, and I think that's even more important now that you have to create an image for yourself on social media.”
In reality, as a study by Sheffield Hallam University found “17% of [Gen-Z] participants admitted shopping at a fast fashion retailer each week, 62% monthly and 11% yearly, with only 10% claiming that they had never purchased from a fast fashion retailer”.
“It's about being yourself and being one of a kind. It's also about sustainability. But it's playful.” She clarifies that the Gen Z focus on self-expression is about self-celebration, not a flippant sign of scorn: “Gen Z, fashion is not a way of disrespecting anyone.
Generation Z has been given the responsibility to make the world more sustainable. Environmental concerns, future green estimation, and green perceived quality are determinants of Generation Z's consumption. These determinants positively influence the willingness to pay more for green products by Gen Z.
Additionally, younger consumers are much more likely than older consumers to have done so: at least half of Gen Z and Millennials indicate ever buying sustainable fashion, compared around two-fifths of Gen X and over a quarter of Baby Boomers.
Gen Zers generally have strong values related to racial justice and sustainability. Mobilizations like the Global Climate March, led by Gen Z activist Greta Thunberg, thrive on the activism of young people. Climate change is one of the issues Gen Zers care about most.
Do 62 of Gen Z prefer to buy from sustainable brands?
The report reveals that 62% of Gen Z shoppers prefer to buy from sustainable brands, and a staggering 73% are willing to pay more for sustainable products. Moreover, Gen Z and Millennials are the most likely to make purchase decisions based on personal, social, and environmental values.
While 6 in 10 Gen Zs (59 percent) and millennials (60 percent) are willing to pay more for sustainable products and services, more than half (53 percent of Gen Zs / 55 percent of millennials) think it will become harder or impossible to do so if the economic situation does not improve.
A 2022 study logged 70% of Gen Zers saying their mental health needs the most attention or improvement, when compared with other areas of well-being. However, members of the generation—who largely grew up with more discourse around mental health—are also more inclined to report such struggles.
Sustainable fashion is a niche market. It is a hard sell for consumers who are not that aware of the issue of sustainability. This is because sustainable fashion is not widely available like other fast-fashion brands. Guilt associated with buying clothes for many people.
But does Gen Z really do what they say? The article later reports that a 2020 study found that more than half of Gen Zers surveyed still buy from fast fashion companies. Engaging in fast fashion isn't anything new. According to Forbes, one in three Gen Zers feel as if they're addicted to fast fashion.
During pandemic lockdowns, the credo "Home is where the Bra isn't" was writ large — and when the world reopened, many didn't want to let go of their newfound freedom. As a result, wearing a bra is no longer as natural as it was in the early 2000s: many Gen-Zers now even do without one altogether.
Instead of skinny jeans, Gen Z shoppers are embracing the low-rise, baggy pants that were all the rage in the early 2000s. Gen Z's love of baggy pants can be partially attributed to the way they think about styling their outfits: Rather than the going-out top, it's all about the fun pants.
In recent years, Gen Z has set its retro-gazing sights on another era: Y2K. The Y2K aesthetic is a retro-futuristic fashion trend that emerged during the late 1990s and the early aughts (memorably called the “noughties”). It is characterized by bold colors, shiny materials, and unique textures.
Gen Z is among the generations most concerned with climate change. In fact, a Pew Research report found that 76% of US Gen Zers consider climate change to be one of their biggest concerns, and 37% say it is their top concern.
Does Gen Z care about sustainability more than anyone else and is starting to make others feel the same?
As champions of sustainable consumer practices, Generation Z's views also influence other age groups to change their buying behaviour. Across the generational divide, consumers are prepared to spend more on sustainable products now than two years ago, comparisons with data from an earlier survey show.
Gen Z is the most socially conscious generation yet, and businesses that align their values with those of Gen Z are more likely to attract and retain customers and employees. Gen Z consumers are willing to pay more for products and services from companies that share their values.
