The Times Australia
The Times World News

.

Gen Z supports sustainability – and fuels ultra-fast fashion. How does that work?

  • Written by Marian Makkar, Senior Lecturer in Marketing, RMIT University

Generation Z has been called “the sustainability generation[1]”.

Born between 1997 and 2013, 58% of this consumer cohort[2] seek to buy products that are sourced sustainably. Australian Gen Zs say they are willing to pay more[3] for brands that have a positive impact on society.

Yet, at the same time, we have witnessed the meteoric rise of ultra-fast fashion[4] from online, direct-to-consumer retailers such as Shein, Temu and Boohoo. Shein[5] alone generated US$32.5 billion (A$48.3 billion) in revenue in 2024 – a 43% increase from 2022.

There are complexities surrounding Gen Z’s shopping habits[6] and how these often fail to align with their values.

On one hand, they covet a brand-new clothing item that is markedly more affordable when purchased from an ultra-fast fashion brand. On the other hand, they are aware of the environmental harms.

What explains this cognitive dissonance?

Caring about the environment …

Different from their predecessors, Gen Z has grown up with climate change[7] as an urgent issue. Being chronically online means these concerns are not limited to their local environment.

Recent research[8] revealed a pattern of stronger emotions of fear, guilt and outrage about the impacts of climate change among younger people, compared with older groups. These emotions could well be a driver of their activism and engagement with climate change.

They expect companies – those they buy from and work for – to prioritise sustainability in their business practices[9].

However, Gen Z crave[10] more engaging ways to receive sustainability-related content. This is a worthy consideration for key players in the fashion industry.

… vs the temptation of fast fashion

Gen Z consumers[11] are plugged into social media trends that appear with every scroll and swipe on TikTok and Instagram. Social media have spiked cultural trends that accelerate fast fashion.

Influencers promote “reps” (slang for replicas) and “dupes” (duplicates): cheaper, imitation versions of high-end fashion items. This is a way to democratise luxury by normalising “superfake[12]” products and making luxury more accessible to a broader audience.

Social media tactics such as “hauls” and get-ready-with-me (“GRWM”) videos entice Gen Zs to get stuck on the treadmill of overconsumption. The idea is for content creators to show off massive amounts of new, trendy clothing. This in turn fuels the desire for consumers to continuously buy what they are seeing online – in bulk.

Fast fashion giants such as Zara and H&M have based their business models[13] on translating what is on catwalks into cheap clothing, produced in mass quantities. Now, ultra-fast fashion[14] brands such as Shein speed up the production cycle, the trend churn and consequently the volume.

Having seven trending items, over two high-quality outfits, makes more sense to Gen Z consumers in the digital age.

The cost-of-living crisis plays a part too. A recent survey of Australian Gen Zs[15] revealed at least 77% are experiencing money concerns.

The biggest demographic to pull back on spending due to economic stress are 18–26-year-olds. Young people typically earn the lowest wages and enjoy less job security. These financial constraints are challenging[16] to Gen Zs seeking to consume more sustainably.

Fast fashion becomes a cheap option for them to stay trendy without breaking the bank.

The ‘attitude–behaviour gap’

Gen Z are Shein shoppers, haul lovers, micro-trend followers, and repeat outfit shamers. This stands starkly against their eco-conscious values.

While this seems hypocritical, it is what is referred to as the attitude–behaviour gap[17] – the incongruence between what people say and what they actually do. This is a phenomenon noted across multiple generations.

The attitude–behaviour gap has been widely documented in social psychology and ethical consumerism studies[18]. These underscore that consumer intentions are not reliable predictors of behaviour.

Even ethically minded consumers do not always walk their talk. But we can’t expect individual consumers to be entirely responsible for things like the carbon footprint of fast fashion, or the exploitation of workers in factories.

The clothing industry lacks transparency in business practice[19] and Gen Z consumers often lack information about the products they are buying.

The responsibility to shop sustainably should not fall solely on consumers, but on governments, policymakers and corporations to be more ethical.

Unsurprisingly, 88% of Gen Z shoppers[20] do not trust companies’ sustainability claims.

What does this mean for the sustainability movement?

Despite climate change being a major stressor[21] for Gen Z, the attitude–behaviour gap continues to exist when it comes to hunting for a new outfit.

Being bombarded with persuasive tactics from brands and influencers, the ease of access to new items at the click of a button, and the allure of affordable pricing amid a cost-of-living crisis makes it very difficult for even the most committed Gen Z consumer to buy ethically.

The fashion industry is one of the biggest dangers to the environment[22] in terms of its carbon and raw material footprint, and truckloads of clothing ending up in landfills.

While most young people know and respect Greta Thunberg’s environmental mission, she is not the one they are watching on TikTok or liking on Instagram.

It is time to re-engage with social media content creators in different ways that educate consumers, promote responsible behaviour and advocate for changed regulations and business practices. This might include tried-and-true tactics such as influencer endorsements and haul videos that are refocused on more sustainable options – like online second-hand retailers.

The emergence of “underconsumption core[23]” on TikTok in recent months, as well as “deinfluencing[24]”, where influencers call on their followers to buy less, is promising.

While sustainable clothing has a “bad rap” for being expensive, fast fashion brands are trying to adapt by offering options such as H&M Conscious. Any fashion offering must be convenient, accessible and trendy to capture Gen Z’s attention and wallet.

References

  1. ^ the sustainability generation (www.forbes.com)
  2. ^ 58% of this consumer cohort (www.ey.com)
  3. ^ pay more (www.statista.com)
  4. ^ ultra-fast fashion (theconversation.com)
  5. ^ Shein (www.businessofapps.com)
  6. ^ Gen Z’s shopping habits (mumbrella.com.au)
  7. ^ Gen Z has grown up with climate change (sustainableearthreviews.biomedcentral.com)
  8. ^ Recent research (www.cardiff.ac.uk)
  9. ^ business practices (kadence.com)
  10. ^ Gen Z crave (www.ey.com)
  11. ^ Gen Z consumers (www.forbes.com)
  12. ^ superfake (www.ragtrader.com.au)
  13. ^ business models (www.iese.edu)
  14. ^ ultra-fast fashion (goodonyou.eco)
  15. ^ survey of Australian Gen Zs (www.9news.com.au)
  16. ^ financial constraints are challenging (action.deloitte.com)
  17. ^ attitude–behaviour gap (journals.sagepub.com)
  18. ^ social psychology and ethical consumerism studies (link.springer.com)
  19. ^ lacks transparency in business practice (www.emerald.com)
  20. ^ 88% of Gen Z shoppers (www.mckinsey.com)
  21. ^ climate change being a major stressor (action.deloitte.com)
  22. ^ biggest dangers to the environment (www.ellenmacarthurfoundation.org)
  23. ^ underconsumption core (theconversation.com)
  24. ^ deinfluencing (theconversation.com)

Read more https://theconversation.com/gen-z-supports-sustainability-and-fuels-ultra-fast-fashion-how-does-that-work-238874

Times Magazine

Understanding ITIL 4 and PRINCE2 Project Management Synergy

Key Highlights ITIL 4 focuses on IT service management, emphasising continual improvement and value creation through modern digital transformation approaches. PRINCE2 project management supports systematic planning and execution of projects wit...

What AI Adoption Means for the Future of Workplace Risk Management

Image by freepik As industrial operations become more complex and fast-paced, the risks faced by workers and employers alike continue to grow. Traditional safety models—reliant on manual oversight, reactive investigations, and standardised checklist...

From Beach Bops to Alpine Anthems: Your Sonos Survival Guide for a Long Weekend Escape

Alright, fellow adventurers and relaxation enthusiasts! So, you've packed your bags, charged your devices, and mentally prepared for that glorious King's Birthday long weekend. But hold on, are you really ready? Because a true long weekend warrior kn...

Effective Commercial Pest Control Solutions for a Safer Workplace

Keeping a workplace clean, safe, and free from pests is essential for maintaining productivity, protecting employee health, and upholding a company's reputation. Pests pose health risks, can cause structural damage, and can lead to serious legal an...

The Science Behind Reverse Osmosis and Why It Matters

What is reverse osmosis? Reverse osmosis (RO) is a water purification process that removes contaminants by forcing water through a semi-permeable membrane. This membrane allows only water molecules to pass through while blocking impurities such as...

Foodbank Queensland celebrates local hero for National Volunteer Week

Stephen Carey is a bit bananas.   He splits his time between his insurance broker business, caring for his young family, and volunteering for Foodbank Queensland one day a week. He’s even run the Bridge to Brisbane in a banana suit to raise mon...

The Times Features

My shins hurt after running. Could it be shin splints?

If you’ve started running for the first time, started again after a break, or your workout is more intense, you might have felt it. A dull, nagging ache down your shins after...

Metal Roof Replacement Cost Per Square Metre in 2025: A Comprehensive Guide for Australian Homeowners

In recent years, the trend of installing metal roofs has surged across Australia. With their reputation for being both robust and visually appealing, it's easy to understand thei...

Why You’re Always Adjusting Your Bra — and What to Do Instead

Image by freepik It starts with a gentle tug, then a subtle shift, and before you know it, you're adjusting your bra again — in the middle of work, at dinner, even on the couch. I...

How to Tell If Your Eyes Are Working Harder Than They Should Be

Image by freepik Most of us take our vision for granted—until it starts to let us down. Whether it's squinting at your phone, rubbing your eyes at the end of the day, or feeling ...

Ways to Attract Tenants in a Competitive Rental Market

In the kind of rental market we’ve got now, standing out is half the battle. The other half? Actually getting someone to sign that lease. With interest rates doing backflips and ...

Top Tips for Finding the Ideal Block to Build Your Home

There’s something deeply personal and exciting about building your own home. You’re not just choosing paint colours or furniture, you’re creating a space that reflects your lifes...