The younger generation and sustainability: 

Although many young people have adopted to this unsustainable lifestyle of ‘influencing,’ others are much more eco-conscious and in the last decade, this has led to the emergence of sustainable fashion influencers. Interestingly, it is predominantly millennials or Generation Z’s who are likely to become sustainable supporters online, however, this could be because the majority of people online are of these generations.

Conscious Consumerism:

An overwhelming majority of Generation Z (59%) are buying upcycled products. Upcycled products being those made from discarded objects or materials, or indeed plastic bottles, to create a much better quality and valuable product than the original. While many businesses have recently started to embrace sustainability and have established their own sustainability collections, other brands, such as the ethical luxury handbag business, Issara, began their sustainable business almost a decade ago. 
Generation Z are also much more likely to become conscious consumers, by: arranging clothes swaps with friends, raising awareness about the perils of the climate crisis online, thrifting and shopping at charity shops, as well as joining Facebook clothes swap groups, such as ‘The Swop Shop’ with over 700 members from across the world. 

Brands adopting sustainable practices: 

With Generation Z predicted to become the largest generation of consumers by 2025, retailers and brands must start establishing sustainability practices now if they are to keep pace with expectations around sustainability for these next-generation consumers. It is important to remember that although young people can hold multi-national corporations accountable for environmental damage, it is also up to all of us to make a difference too. Consumers influence societal changes and demands. If everyone shopped more sustainably, then fast fashion brands would be put out of business and not only would the world then become a better place, but our new ethical way of living would be more affordable.

However, retailers and brands are beginning to ensure they choose to make the right decisions in regards to sustainability, that align with the expectations of their consumers, in order to maximize their investment. But brands need to understand these new expectations are essentially embedding sustainable practices and principles into all aspects of their business. Their efforts must to go beyond ticking a ‘sustainability’ box.

The future: 

As new sustainable businesses emerge after the years of uncertainty and lockdowns, it is more crucial than ever that people begin to buy from more ethical sources. Although, at the moment there may seem that there is little hope for the future due to millions of influencers promoting an unsustainable lifestyle, more Generation Z are aware of the global crisis and the implications of shopping from a fast fashion brand. 

As a teenage sustainable fashion blogger myself, I am hoping that I am adding value to Instagram with captions on the importance of eco-friendly living and explanations on how fast fashion influencers are problematic and detrimental to the protection of our planet.

I am confident that in the future there will be more accounts like mine.

Beth Lucy