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Western Europe

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

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

TL;DR

  • 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...

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