G eneration Z has been called “ the sustainability generation ”. Born between 1997 and 2013, 58% of this consumer cohort seek to buy products that are sourced sustainably. Australian 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. Shein alone generated US$32.5 billion (A$48.
3 billion) in revenue in 2024 – a 43% increase from 2022. 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 rece.