Generation Z is the most eco-conscious and sustainability-aware cohort in history, but their rabid consumption habits speak much louder than their words, data reveals. According to research by the consultancy EY, 58 percent of Gen Z – those born between 1997 and 2013 – say they want to buy products that are sustainable and ethically sourced. More than 60 percent of young Aussie consumers say they’re willing to pay more to buy from brands that have a positive impact on society, including when it comes to the environment, Statistica Research found.
And yet Gen Z shoppers are flocking to Chinese fast fashion platforms like Temu and Shein in droves to get cheap and on-trend clothing in bulk. Assembling a huge wardrobe with the latest looks that cost tens of dollars rather than hundreds seems at odds with their self-reported care about climate change and sustainability. What arrives at their homes might not cost them a lot, but experts say the environment, human rights and efforts to reduce waste all pay a hefty price.
Huge cost of fast fashion The impact on the environment from the fast fashion boom is enormous, with each Australian on average buying 27kg of textiles each year, only to dump 23kg of it into landfill. RMIT University research also shows Aussies import a staggering amount of clothing – 1.4 billion items a year.
An estimated 200,000 tonnes of clothing winds up in landfill across the country annually. “But it’s not only landfill,” UniSA PhD candidate Eri.
