Generation Z demands ethical and eco-friendly fashion brands; Why and how?

By Sandesh Ambhore,

Before the world discovered influencers, it was up to young people to fulfill this social role of creating and interpreting trends. Gen Z, a term coined to refer to people born between 1995 and 2010, however, has different ideas and is pushing new influencers. Referred to as true digital natives, this group of individuals are racially and ethnically diverse, progressive, and committed to improving the world.

Unlike previous generations, Generation Z categorizes consumption into three formats: access rather than possession, expression of individual identity, and question of ethics. In their attempt to contribute to a healthier and more sustainable future, Gen Z are conscious of their choices, especially when it comes to fashion.

While others tend to blindly consume products without giving too much thought to their environmental impact, Gen Z are not only aware of their own choices, but also recognize that it is the responsibility of clothing manufacturers to meet the challenges. social and ecological. Young people are actively taking the lead in the sustainability movement and are willing to spend even twice as much on sustainable products from brands that care about the environment and contribute to a healthier planet.

Nine out of ten Gen Z customers think companies should address social and environmental issues. The latter’s inclusion represents a shift from the perspective of the previous millennial generation who were more concerned about the environment. Young buyers are very concerned about social and environmental concerns, which many people consider to be the most important of our time and which have a monumental impact on our future. They more frequently support their ideals in their buying decisions, backing companies that embrace their beliefs and opposing those that don’t. Loud voices are taking the initiative in terms of protests, social media pages, awareness campaigns or charity.

A study has revealed that the fashion industry is responsible for 10% of all annual man-made greenhouse gas emissions. Therefore, it is now crucial for businesses to prioritize sustainable business practices to attract customers in today’s market and protect the earth and future generations. The fashion industry came under fire around the world when thousands of workers lost their jobs to the pandemic without compensation. This led the Gen Z group to accelerate a movement with a long history.

Many young people are becoming more aware of the products they buy and their impact on the environment, which has led several segments of the fashion market to move in a more eco-friendly direction. Independent fashion brands are increasingly recognized for their commitment to developing sustainable products, acting as brand activists and aiming to have a beneficial impact on the environment. Unlike fashion companies that meet mass production deadlines, they are more interested in sustainable brands that go above and beyond to improve the quality of life on our planet through fair trade.

Environmental justice and sustainable fashion are particularly linked for Millennials and Generation Z. They are aware that it is crucial to take into account each individual and the issues facing our society. New consumers know the need for quick action to right the wrong. They adhere to the belief that fashion brands with open supply chains and moral business practices should be supported.

Since sustainable products are still tiny, young customers are looking for more ethical offers. Fast fashion giants advertise their sustainable designs all over print, online and on social media to appeal to Gen Z.

Work integrity is the main goal of sustainable brands, which ultimately guarantees longevity and lower wages. They are renowned for producing elegant and durable pieces. Wearers have a wide variety of options, increasing their ability to express themselves, be creative and develop a unique personal style.

Products made from sustainable materials are having an increasingly noticeable influence. As a result, market segments are turning to eco-friendly brands rather than unsustainable brands, also known as fast fashion brands. Millennials are a formidable force in spreading knowledge about eco-conscious consumerism through their presence on social media. They can help ensure a sustainable future in fashion by sheer force of will. By introducing transparency into distribution networks and gaining the trust of the general public, many sustainable fashion companies in the sector are on the right track to improve the environment and have a positive social impact, encouraging other brands to join. join in the effort.

(The author is CEO and Founding Director, Styleyn. The opinions expressed are personal and do not reflect the position or official policy of

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