Despite their professed concern for the environment, Gen Zers are addicted to fast fashion, according to a recent research from online resale company ThredUp.
A third of respondents to a ThredUp study claimed to be addicted to fast fashion, despite the fact that the majority (65%) stated they wanted to purchase more sustainably.
The 25-year-old Lottie Lashley claimed that she turned to shopping as a coping strategy to ease the transition to her first year of college. The former London shopaholic used to spend roughly $120 a month browsing fast-fashion websites in her spare time.
Lashley had previously stated, "I would say it was an addiction to fast fashion." "Being aware of it and desiring it."
Even though the Gen Zer generation is supposed to be environmentally concerned, many of her friends have not yet undergone the same transformation. The Gen Zer considers herself a reformed fast fashion addict after realizing the impact of her purchases on the environment.
More Gen Zers than any previous generation say that their main worry is the climate catastrophe. Even though the generation is aware of the fast fashion industry's negative environmental effects, they nevertheless account for a sizable share of its customers.
All things considered, the fashion sector uses the second most water and contributes between 2% and 8% of the world's carbon emissions. Additionally, analysts predict that by 2050, it will account for 26% of global carbon emissions, with fast fashion playing a significant role in this.
Estella Struck, 22, who started a marketing firm specializing in sustainable brands, told Business Insider, "I feel like there's kind of like dissonance where we say we care about sustainability, but then all of the Gen Z influencers who are influencing millions of people are telling us to go to these fast fashion brands that are only making things to be worn like three times."
A third of college students describe themselves as "addicted" to their economical and attractive shopping habits, demonstrating how Gen Z is utilizing both their influence and purchasing power to support the fast fashion business.
In 2022, ThredUp even teamed up with Priah Ferguson from "Stranger Things" to introduce the "Fast Fashion Confessional Hotline," a phone service intended to discourage fans of fast fashion from rashly purchasing inexpensive apparel.
Nevertheless, the quick fashion business keeps packing people's closets with clothing.
Melanie Parncutt, a Zoomer and publicist at Otter Public Relations, told BI that "young consumers like myself tend to buy on impulse more than ever before as a result of the constant bombardment of targeted advertising and the offering of online deals."
"It can be challenging to escape the pattern."
After eagerly unwrapping their Shein or Fashion Nova shipments, many Gen Zers are admitting that they feel bad, but they attribute their purchasing to the high expense of living and the need to keep up with the latest microtrends.
Thrifting and vintage shopping are becoming popular options for fashionistas looking to update their wardrobes while still being environmentally conscious. According to Instagram's 2023 trends report, Gen Z consumers are more "frugal and thrifty," with many citing "climate concerns" as a major reason for choosing "DIY clothing" and "thrifting."
However, it's considerably quicker and less expensive to purchase the newest press-on nail craze or Ralph Lauren impersonation by simply tapping a few buttons on your phone from the TikTok store.
According to Struck, "Gen Z seems to be forced into a situation where we have to choose between being fashionable and caring about the environment." /BGNES