Sabrina Del Fico They are well aware of the damage caused by fast fashion, yet they continue to be seduced by it (and to buy): it is the paradox of GenZ
Generation Z is known for adopting vegetarian or even vegan diets, participating in environmental activism, and making sustainable life choices. Despite these efforts, they remain heavily reliant on fast fashion.
A recent report by ThredUp, an online store for second-hand clothing and accessories, highlights this paradox. While 65% of respondents claim to want to shop more sustainably, one-third admit to being addicted to fast fashion.
The fashion industry is the second-largest consumer of water globally and is responsible for 2% to 8% of global carbon emissions.
Generation Z, more than other generations, often cites the climate crisis as their primary concern. This is reflected in their online discussions and adoption of sustainable practices.
Nevertheless, those born between 1997 and 2012 continue to be significant consumers of fast fashion, despite being well aware of the industry’s environmental impact.
Key findings from the survey include:
- 35% of respondents acknowledge spending too much time and money on fast fashion.
- 45% find it hard to resist fast fashion offers and promotions.
- 40% visit fast fashion websites at least once a day.
- 72% of students surveyed (nearly 4 out of 5) admitted to purchasing one or more fast fashion items in the past year.
Even though they are well-informed about the environmental, economic, and ethical damages caused by the fast-paced fashion industry (including severe labor exploitation), Generation Z still falls prey to the allure of disposable fashion.
Young influencers proliferate, spreading their enthusiasm for fast fashion brands through social media, and swaying the purchasing decisions of thousands of followers worldwide.
Source: ThredUp
