Gen Z champions sustainability while fueling ultra-fast fashion. How?

Gen Z actively promotes sustainability yet paradoxically contributes to the ultra-fast fashion industry. This contradiction arises from their desire for trendy, affordable clothing, which often leads to increased consumption and waste. The article explores the motivations behind this behavior, examining how social media influences their fashion choices and the challenges of aligning their values with consumer habits, ultimately questioning the future of sustainable fashion in this context.

Generation Z is often referred to as "the sustainability generation."

This demographic, born between 1997 and 2013, has shown that 58% of them prefer to purchase sustainably sourced products. In Australia, many Gen Z consumers express a willingness to pay more for brands that positively impact society.

However, we are also seeing a significant surge in ultra-fast fashion from online retailers like Shein, Temu, and Boohoo. For instance, Shein reported a revenue of US$32.5 billion (A$48.3 billion) in 2024, marking a 43% increase since 2022.

Gen Z's shopping behaviors are complex and often inconsistent with their values.

On one side, they desire trendy clothing that is significantly cheaper from ultra-fast fashion brands. Conversely, they are conscious of the environmental damage these practices cause.

What accounts for this cognitive dissonance?

Concern for the Environment
Unlike previous generations, Gen Z has been raised in an era where climate change is a pressing issue. Their constant online presence means they are aware of global environmental concerns beyond their local surroundings.

Recent studies indicate that younger individuals experience heightened emotions of fear, guilt, and anger regarding climate change compared to older generations. These feelings may drive their activism and concern for environmental issues.

They expect the brands they support, whether as consumers or employees, to prioritize sustainable practices.

Nonetheless, Gen Z desires more engaging methods to receive sustainability information. This presents a significant opportunity for key players in the fashion industry.

The Temptation of Fast Fashion
Gen Z is deeply influenced by social media trends that emerge with every scroll on platforms like TikTok and Instagram. These platforms have accelerated cultural trends that contribute to the growth of fast fashion.

Influencers often promote “reps” (replicas) and “dupes” (duplicates), which are cheaper imitation versions of luxury fashion items. This phenomenon normalizes “superfake” products, making luxury fashion accessible to a wider audience.

Tactics such as “hauls” and get-ready-with-me (“GRWM”) videos encourage Gen Z to fall into the cycle of overconsumption, as creators showcase large amounts of trendy clothing. This drives viewers to continuously purchase what they see online in bulk.

Brands like Zara and H&M have built their business models on converting runway trends into affordable mass-produced clothing. Meanwhile, ultra-fast fashion brands like Shein have expedited production cycles and trend turnover, increasing volume.

In the digital age, owning seven trending items instead of two high-quality outfits is more appealing to Gen Z consumers.

The cost-of-living crisis also plays a role. A recent survey indicated that 77% of Australian Gen Z individuals are experiencing financial worries.

The demographic most affected by economic stress and cutting back on spending is the 18–26 age group. Typically, younger individuals earn lower wages and face less job security. These financial pressures complicate their efforts to shop sustainably.

Thus, fast fashion becomes an affordable option for them to maintain their trendiness without overspending.

The Attitude–Behavior Gap
Gen Z identifies as Shein shoppers, haul enthusiasts, micro-trend followers, and critics of repeated outfits, which starkly contrasts their eco-conscious values.

While this may seem hypocritical, it exemplifies the attitude–behavior gap—discrepancies between stated beliefs and actual actions. This phenomenon has been observed across multiple generations.

The attitude–behavior gap is well-documented in social psychology and ethical consumerism research, highlighting that consumer intentions do not consistently predict behaviors.

Even those with ethical concerns may not always act in alignment with their values. However, expecting individual consumers to take full responsibility for the carbon footprint of fast fashion or labor exploitation is unrealistic.

The clothing industry often lacks transparency, and Gen Z consumers frequently do not have adequate information about the products they purchase.

Responsibility for sustainable shopping should not rest solely on consumers but also on governments, policymakers, and corporations to adopt more ethical practices.

Unsurprisingly, 88% of Gen Z shoppers lack trust in companies' sustainability claims.

Implications for the Sustainability Movement
Despite the significant stress climate change places on Gen Z, the attitude–behavior gap persists when it comes to seeking new clothing.

With constant exposure to persuasive tactics from brands and influencers, easy access to new items, and attractive prices amid a cost-of-living crisis, even the most dedicated Gen Z consumers struggle to buy ethically.

The fashion industry poses substantial environmental risks, contributing significantly to carbon emissions and raw material consumption, resulting in vast quantities of clothing ending up in landfills.

While most young people respect Greta Thunberg’s environmental efforts, she is not the figure they are following on TikTok or engaging with on Instagram.

It's crucial to re-engage social media content creators in ways that educate consumers, encourage responsible behavior, and advocate for regulatory changes and better business practices. This could involve adapting influencer endorsements and haul videos to focus on more sustainable choices, such as second-hand online retailers.

The rise of the “underconsumption core” on TikTok and the concept of “deinfluencing,” where influencers urge their followers to buy less, show promise.

Although sustainable clothing often has a reputation for being expensive, fast fashion brands are attempting to adapt by introducing initiatives like H&M Conscious. Any fashion offering must be convenient, accessible, and stylish to attract Gen Z's interest and spending.

For questions or comments write to writers@bostonbrandmedia.com

Source: theconversation‍