Climate protection and fast fashion: Gen Z moves between two extremes
Generation Z does not let itself be pigeonholed, not even in consumer behavior. While some youngsters and young adults take to the streets for the planet and eat vegan, others shop at fast fashion companies and feature huge piles of cheap clothes just bought on TikTok. And this despite the fact that there are sufficient reasons to boycott the processes behind it (unfair and low salaries for production staff, protection of the planet and unscrupulous copying of other people’s designs are just some of them). A new study now shows just how high the number of fast fashion shoppers actually born between 1997 and 2012. The US second-hand platform ThredUp closely examines Gen Z buying and consumption behavior and comes to ambivalent conclusions as to how much the generation itself.
This is how Gen-Z shop, according to a new study
While the number of those who mainly buy second-hand clothing is on the rise, one in three said they are addicted to fast fashion – no wonder, as the generation has grown up with apps like TikTok offering to influencers. a questionable platform that promotes consumer behavior. To combat the popularity of discounted fashion retailers like Shein and Co., ThredUp is now rolling out a new initiative. A telephone hotline (1-855-THREDUP) entitled “Fast Fashion Confessional Hotline” has been established in the United States, offering young people the opportunity to talk about their buying behavior and, ideally, to reconsider it. To facilitate this mental change of direction, which is already a challenge because, according to the study, 40 percent of the students surveyed browse fast fashion sites every day in search of new trendy items, the pastoral hotline offers various suggestions. and advice. For a particularly high level of accessibility and authenticity, these come from within the ranks, as they are played by 15-year-old Priah Ferguson, who gained notoriety for her role as Erica Sinclair on the Netflix series “Stranger Things”.