Generation Z is known as the most eco-conscious and sustainability-aware cohort in history, with a majority expressing a desire to purchase products that are sustainable and ethically sourced. However, despite their intentions, many Gen Z shoppers are still opting for fast fashion platforms like Temu and Shein due to their affordability and trendiness. This poses a contradiction as their consumption habits seem to conflict with their reported care about climate change and sustainability.
The fast fashion industry has a significant impact on the environment, with Australians buying 27kg of textiles each year and discarding 23kg of it into landfill. Additionally, the fashion industry globally produces a considerable amount of wastewater and CO2 emissions, contributing significantly to environmental issues. Many Australians are unaware of the environmental impacts of their fashion consumption habits, resulting in high levels of textile consumption in the country.
Digital content trends, such as ‘hauls’ and get-ready-with-me videos, play a significant role in fueling Gen Z’s love for fast fashion. Influencers on social media platforms showcase massive amounts of new clothing, encouraging consumers to continuously purchase trendy items in bulk. Fast fashion giants like Zara and H&M have established lucrative business models that produce cheap, trendy clothing inspired by high-end fashion, while newer platforms like Shein and Temu have accelerated the process even further.
The cost of living crisis, combined with persuasive tactics from brands and influencers, and the ease of access to affordable clothing, makes it challenging for Gen Z consumers to resist the temptation of fast fashion. Despite their eco-conscious values, many young people opt for cheap clothing options to stay trendy without breaking the bank. While it may seem hypocritical for the sustainability generation to contribute to environmental issues, this contradiction is part of the attitude-behavior gap seen across multiple generations.
Research suggests that Gen Z may be somewhat clueless about the real cost of their cheap clothing, as industries like fashion are perceived as having less impact on climate change. However, there is a growing awareness of environmental issues among Australians, with a majority acknowledging climate change as a serious threat. Efforts are being made to educate consumers about sustainable fashion options, such as promoting online second-hand retailers and advocating for changed regulations and business practices.
Counter trends, such as the ‘underconsumption core’ TikTok trend promoting minimalism and frugality, and ‘de-influencing’ which pushes back against popular content creators endorsing brands, are emerging. These trends offer promising alternatives to the fast fashion culture that has dominated Gen Z consumption habits. By re-engaging with social media content creators and promoting responsible behavior, there is hope for raising awareness about the environmental impact of fast fashion and encouraging more sustainable consumer choices.
