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.
So with fast fashion on the minds of young and future customers, brands know they need to up their game. But, often, jewellery is forgotten about. You can go into a store, pick up a few items of clothing and you might even throw in a cheap necklace. These items don’t last and they end up landfill in no time. That’s only one part of the problem.
Perhaps you even purchase higher-quality jewellery but you don’t research into the sustainability of the manufacturer or their ethical background. You could then be buying jewellery that’s worse for the planet and its people than any item of clothing. There are a few things you can look out for when you’re hunting for sustainable and ethical jewellery: