Gen Z is pressuring fashion brands to adopt more sustainable practices. YPulse has found that young people think climate change is the biggest problem their generation is facing right now, and according to a WGSN study, 94% of 18-to-25-year-olds believe we are currently experiencing a climate crisis. This is resulting in “eco anxiety” among younger generations, with the fashion industry in particular feeling the pressure to produce more responsibly. The same study shows that 75% of Gen Z believes that brands are more effective in combating climate change than the government. (Sourcing Journal)
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