Watch the replay of the 30-minute TL;DR webinar on this exclusive Cause Conundrum trend research.
As fast fashion stores like SHEIN soar in popularity among young consumers, it begs the question: “If Gen Z and Millennials are “eco-maniacs,” why are they making purchase decisions that are so bad for the environment?”
It’s something that YPulse is asked by brands over and over again, as these generations’ interest in low-cost, high-volume goods is called “counterintuitive” and even “hypocritical” when compared to their reputations as eco-warriors.
Our Cause Conundrum trend report digs into the questions that seems to plague brands: how can young consumers say they want to be environmentally friendly and yet make purchase decisions that are so bad for the environment? And as a brand, why should we even make the effort to be sustainable if young people are buying unsustainable products?
Report length: 50 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in August 2022
