PIC Credit: Adult male at a Youth Strike 4 Climate protest in Parliament Square, London UK. Children out of school demonstrating for action on global warming. Dad
GEN Z shoppers claim sustainability is important to them, yet 54% buy fast fashion items, according to new research.
While 18 to 24-year-olds are the most likely to buy products from a brand that has strong ethical and sustainable credentials, they also admitted to buying from brands such as Shein, which have raised concerns by campaigners over their environmental practices.
The fast fashion brand has responded to claims by stating it is committed to ethical change, has an environmental impact strategy, is a signatory to the United Nations Global Impact initiative, and supports the ten principles on human rights, labour, and the environment. You can find out more here.
Website of the Chinese fashion giant SHEIN.
The report, by Mintel, reveals Generation Z still stands out as the driving force buying fashion, with three in ten in the age bracket people buying products in 2023. While the latest figures appear uplifting, with 71% of females aged 16-24 stating sustainability is important to them, over half (54%) admitted to buying from fast fashion brands such as Shein.
It revealed sustainability is popular on social media, with the hashtag ‘sustainable fashion’ recording 3.5 billion views on TikTok and the sustainable fashion industry is predicted to grow to £84 billion by 2030.
The report also revealed many fashion lovers are turning to pre-loved sites, such as Vinted and Swoperz, to buy second-hand, and sell their unwanted clothes.
