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We Answer 2 Major Brand Questions About European Gen Z & Sustainability

You asked, we answered: what steps European Gen Z are taking to be more sustainable and their confounding love for fast fashion…

Written and Edited by the YPulse Editorial Team

Aug 10 2023
Western Europe

KEY TAKEAWAYS

The vast majority of European Gen Z are taking practical steps to fight climate change
But European Gen Z’s love for fast fashion is a reflection of the tough economic situation they’re in
It’s not preventing the younger gen from engaging in eco-practices though, such as buying pre-loved items or renting their clothes

There is lots of bad press around Gen Z and sustainability at the moment, with headlines like “Gen Z’s addiction to fast fashion is destroying the planet” popping up in the media. And while it’s true that young consumers have a keen interest in fast fashion, this doesn’t mean they are not embracing a sustainable lifestyle. But for brands trying to connect with the gen, it can be confusing how the two coexist, which is why YPulse answers brands’ questions directly with concrete insights from our data. YPulse recently took you on a “European Tour” of Gen Z and Millennial...