Gen Z is trying to balance shopping sustainably with the draw of fast fashion. We told you how climate change is shaping young consumers’ beliefs and behaviors, and the rise of groups like Extinction Rebellion combined with the increased social media activism has led to Gen Z being even more vocal on the matter. Forbes found that 62% of Gen Z prefer to buy from sustainable brands and are willing to pay more for ethically-made products. However, plenty of young shoppers still follow influencers for product advice so when their feeds are filled with influencer collabs and sponcon from fast fashion brands, they’re often filled with the dilemma of “stick[ing] to what they know or do[ing] something different for the sake of the planet.” In some cases, instead of reducing how much they buy, teens are instead focusing on a brand’s identity and values, and turning to resale platforms like eBay or Depop, or smaller businesses. (Refinery29)
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