Generation Z is a crucial target market for brands, especially those in the fast fashion space. Stereotypes of teens and early 20-year-olds watching Netflix and ordering delivery after delivery of clothes is what comes to mind for many older people thinking about their key consumer. But, is that actually the reality?
Young purchasers are the consumers brands want to build a relationship with from any early age. However, to do that, sustainability and ethics need to be a part of their mission. Why is this? Because 60 per cent of Gen Z have an expectation that the companies they buy from should take a stance on the causes that they care about. These causes mainly come in two forms: tackling human exploitation and reducing, or even removing, any environmental impact – Gen Z will almost certainly be remembered as the generation who cared.