It’s no secret that even though Gen Z cares about the environment, they don’t always shop sustainably. More often than not, they’re stuck in a “cause conundrum,” trying to balance their values with what they can actually afford. But the intention is still there. YPulse has found that young shoppers still want to make eco-friendly purchases when they can: YPulse’s Sustainability report shows 72% of both teens and young adults would rather shop from a sustainable brand than a fast fashion one. Which is also why they’re looking to brands to step up and make those choices easier. According to YPulse’s Gen Z Resale & Thrift Shift trend report, 81% of teens and 70% of young adults agree, “Brands should take action to promote sustainable shopping.” And in recent years, some have started to respond in ways that Gen Z is definitely paying attention to—like Coach launching Coachtopia, a line built around repurposed leather scraps, or Levi’s rolling out its Wear Long Project, which focuses on workshops that repair...
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