Through this research report, we explore the changing consumer behaviour and preferences of the Gen Z cohort as it relates to sustainable fashion. Given that Gen Z is the first digitally native generation, they are the first to wield a considerable economic power and be highly environmentally conscious. Thus, Gen Z has the opportunity to fundamentally alter how retailers operate. This analysis provides insights into what drives Gen Z to make sustainable purchases, including the demand for brands to be transparent about their operations, authentic in their marketing messages, and socially responsible.
The report will discuss the contradictions in the behaviours of Gen Z and will focus on what has been termed, "the value-action gap" which refers to the disconnect between the eco-friendly attitudes of Gen Z and their actual purchasing behaviours that are affected by financial constraints and the influence of fast fashion.
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