According to data from YPulse’s Sustainability Report, over three in five Gen Z and Millennials in both Western Europe and North America say they live a sustainable lifestyle. Among the things these gens know impact the environment are their clothing choices; they’re aware of how fast fashion items can negatively impact the environment, and can sniff out a false eco-friendly claim from those brands. In turn, these gens increasingly favor sustainable solutions like buying pre-loved items or renting clothes over buying fast fashion—but it’s still a habit many have (for a variety of reasons). Though, YPulse’s research shows young consumers in Western Europe and North America feel differently about shopping fast fashion, which strongly informs their final purchases. These three stats, from YPulse’s Sustainability Report and Fashion Preferences and Style Report, tell you the differences (and commonalities) between young consumers in the two regions when it comes to buying fast fashion: Young Europeans are less likely than young North Americans to be shopping from fast fashion brands Data from...
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