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Brands like Shein, H&M, Forever 21, Zara and more seem to have a problem with Gen Z – despite the generation’s high value on sustainability.
Here’s why.
In the ThredUp Global Data 2022 Consumer Survey, 1,989 people aged 16-25 were asked questions about their shopping behavior and relationship with fast fashion. They found that 1 in 3 respondents said they are addicted to fast fashion due to low prices combined with social media pressure.
40 percent of college students say they browse fashion websites or apps at least once a day, for example, and 1 in 2 report checking out quick fashion uploads on social media platforms every week. Almost half admit that it is difficult to resist the temptation of such brands. But there is a price. Fast fashion brands are producing massive amounts of product at low prices, encouraging consumers to buy and dispose of clothes faster than ever before.
In the report, 71% said they plan to buy new clothes before returning to campus, specifically 12 new items. If you had these items instead, 10 billion pounds of CO2e would be saved. That’s the equivalent of 116 million trees planted, according to ThredUp.
But the blame is weighing on Gen Z.
More consumers are looking to shop more consciously, with 51% of consumers in the survey saying they want to ditch fast fashion or buy less. In addition, 65% said they want to buy more sustainably from better quality and ethical brands this year.
With that, ThredUp is taking action. Today, the online consignment store launched a hotline in collaboration with “Stranger Things” actress Priya Ferguson. When callers dial 1-855-THREDUP, they hear Ferguson’s voice on the other line convincing them not to buy more fast fashion. You can stay online to learn more about why fast fashion is bad for the planet and how thrift can be an affordable and sustainable option.
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