The majority of U.K. Gen Z believe the fashion industry should better represent minorities—and Nike, ASOS, and Old Navy are among the most inclusive brands.

The majority of U.K. Gen Z believe the fashion industry should better represent minorities—and Nike, ASOS, and Old Navy are among the most inclusive brands. In a UNiDAYS survey of more than 4,000 Gen Z students in the U.K., U.S., and Australia, 61% of Gen Z say the mainstream fashion industry overlooks minority groups, including non-binary and trans people, while 87% agree there should be better gender equality and inclusion within fashion. Additionally, 61% say fashion should be genderless, while only 31% of Gen Z say that brands are getting it right—Nike, ASOS, and Old Navy being among the brands who are winning in terms of representation and inclusion. Nike has long been a top brand among Gen Z and Millennials, and is considered by young Europeans to be one of the coolest brands, one of the brands they feel a community around, and one of the luxury brands they most want to own, despite the fact that Nike isn’t a traditional luxury brand. While comfort and style are part of this, Nike has also continued to build successful campaigns and social media strategies that engage Gen Z and Millennials, which includes putting representation front and center. (Marketing Dive, Fashion Network)