Gen Z’s shopping behaviours are “strongly influenced” by brands’ commitments to social and environmental sustainability, according to a new report from marketplace Depop and consultancy firm Bain and Company.
Based on a survey of 2,000 Gen Z Depop buyers and sellers in the UK, US and Australia, the ‘Futureproof: How Gen Z’s empathy, awareness and fluidity are transforming business as usual’ report shows that Gen-Z consumers have shifted how they shop and that they are concerned about consumption, sustainability and self-expression.
When it comes to sustainability, 90 percent of Gen Z consumers surveyed said they have made changes to be more sustainable in their daily lives and more sustainable fashion practices play a central role.
70 percent added that they are influenced by commitments to fair wages and safety, while 60 percent want to know a brand’s commitment to diversity and inclusion. In addition, 60 percent are driven by a brand reducing its footprint and 45 percent are influenced by eco-friendly materials.
Peter Semple, chief brand officer at Depop, said in a statement: “Gen Z are changing fashion consumption with their approaches to self-expression and identity, and by redefining the way newness is understood and appreciated. This is a generation leading change at a global scale – they are increasingly influencing the consumption behaviours of older generations, and are rapidly gaining spending power.
“In order for fashion businesses to succeed with current and future consumers, they must believe in and serve the interests of these audiences. Fluidity, constant evolution and clear values are the means to be a futureproof brand – and we use those principles to guide the development of our social, purposeful, community-driven fashion marketplace.”
Read more: https://fashionunited.uk/news/retail/gen-z-consumer-inspired-by-sustainability-and-self-expression/2021060155788
