By Marian Makkar and Amanda Spry Generation Z has been called ‘the sustainability generation’. Born between 1997 and 2013, 58 per cent of this consumer cohort seek to buy products that are sourced sustainably. Gen Zs say they are willing to pay more for brands that have a positive impact on society.
Yet, at the same time, we have witnessed the meteoric rise of ultra-fast fashion from online, direct-to-consumer retailers such as Shein, Temu and Boohoo. There are complexities surrounding Gen Z’s shopping habits and how these often fail to align with their values. On one hand, they covet a brand-new clothing item that is markedly more affordable when purchased from an ultra-fast fashion brand.
On the other hand, they are aware of the environmental harms. What explains this cognitive dissonance? Different from their predecessors, Gen Z has grown up with climate change as an urgent issue. Being chronically online means these concerns are not limited to their local environment.
Recent research revealed a pattern of stronger emotions of fear, guilt and outrage about the impacts of climate change among younger people, compared with older groups. These emotions could well be a driver of their activism and engagement with climate change. They expect companies – those they buy from and work for – to prioritise sustainability in their business practices.
However, Gen Z crave more engaging ways to receive sustainability-related content. This is a worthy consideration for key pla.