Generation Z has been called “the sustainability generation.” Born between 1997 and 2013, 58 percent of this consumer cohort seek to buy products that are sourced sustainably. Gen Z consumers in Australia, for instance, say they are willing to pay more for brands that have a positive impact on society. Yet, at the same time, this generation of consumers is helping to drive the meteoric rise of ultra-fast fashion from online, direct-to-consumer retailers, such as Shein, Temu, and Boohoo. Shein, alone, generated $32.5 billion in revenue in 2024 – a 43 percent increase from 2022.
There are complexities surrounding Gen Z’s shopping habits 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
Distinct from their predecessors, Gen Z has grown up with climate change as an urgent issue. Being chronically online means these concerns are not limited to their local environment. Recent research 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.
Against this background, individuals in the Gen Z demographic expect companies – those they buy from and work for – to prioritize sustainability in their business practices. However, they crave more engaging ways to receive sustainability-related content, which is a worthy consideration for key players in the fashion industry.
The temptation of fast fashion
Gen Z consumers are plugged into social media trends that appear with every scroll and swipe on TikTok and Instagram. Social media has spiked cultural trends that accelerate fast fashion: Influencers promote “reps” (slang for replicas) and “dupes” – i.e., cheaper, imitation of high-end fashion items. This is a way to democratize luxury by normalizing “superfake” products and making luxury more accessible to a broader audience. At the same time, social media tactics, such as “hauls” and get-ready-with-me (“GRWM”) videos, entice Gen Z consumers 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 on translating what is on catwalks into cheap clothing, produced in mass quantities. Now, ultra-fast fashion brands like Shein speed up the production cycle, the trend churn, and consequently, the volume.
The cost-of-living crisis plays a part, too. A recent survey of Gen Z consumers revealed at least 77 percent are experiencing money concerns. And the biggest demographic to pull back on spending due to economic stress is 18–26-year-olds. Young people typically earn the lowest wages and enjoy less job security, and financial constraints are challenging to Gen Zs, who seeking to consume more sustainably. As such, fast fashion becomes a cheap option for them to stay trendy without breaking the bank.
The “attitude–behavior gap”
Many Gen Z consumers 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–behavior gap – the incongruence between what people say and what they actually do. This is, of course, not limited to Gen Z, and instead, is a phenomenon noted across multiple generations.
In fact, the attitude–behavior gap has been widely documented in social psychology and ethical consumerism studies, which underscore that consumer intentions are not reliable predictors of behavior. Even ethically minded consumers do not always walk their talk.
But individual consumers cannot 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 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. Unsurprisingly, 88 percent of Gen Z shoppers do not trust companies’ sustainability claims.
What does this mean for the sustainability movement?
Despite climate change being a major stressor for Gen Z, the attitude–behavior 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 in terms of its carbon and raw material footprint, and truckloads of clothing ending up in landfills. And 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, which suggests that it may be time to re-engage with social media content creators in different ways that educate consumers, promote responsible behavior 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.
Marian Makkar is a Senior Lecturer in Marketing at RMIT University.
Amanda Spry is a Senior Lecturer of Marketing at RMIT University.
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