Key Insights
Essential data points from our research
73% of Gen Z consumers state they are willing to pay more for sustainable products, more than any other generation
62% of Gen Z prefer to buy from sustainable brands compared to 54% of Gen X
90% of Gen Z consumers have made changes to their daily life to be more sustainable in their fashion consumption
83% of Gen Z have shopped secondhand or are open to it
62% of Gen Z say they look for an item secondhand before purchasing it new
Gen Z is the generation most likely to resell their own clothing, with 46% having sold clothing online
70% of Gen Z claim they are ‘very concerned’ about the environment and it influences their fashion choices
60% of Gen Z report experiencing ‘eco-anxiety’ regarding the fashion industry's impact on the planet
82% of Gen Z express concern about the fair treatment of workers in the garment industry
66% of Gen Z users on TikTok use the platform to discover sustainable brands
The hashtag #sustainablefashion has over 5 billion views on TikTok, driven primarily by Gen Z creators
55% of Gen Z have purchased a fashion item after seeing an influencer promote its sustainable features
53% of Gen Z admit to purchasing from Fast Fashion brands like Shein despite knowing the environmental concerns
While 75% value sustainability, Shein was the most downloaded shopping app by Gen Z in the US in 2022
40% of Gen Z say they shop Fast Fashion because they cannot afford sustainable alternatives
Digital Influence & Social Media
- 66% of Gen Z users on TikTok use the platform to discover sustainable brands
- The hashtag #sustainablefashion has over 5 billion views on TikTok, driven primarily by Gen Z creators
- 55% of Gen Z have purchased a fashion item after seeing an influencer promote its sustainable features
- 40% of Gen Z consumers use Instagram as their primary source of information for sustainable fashion trends
- 29% of Gen Z have 'cancelled' a fashion brand on social media for unethically sourcing materials
- Haul' videos on YouTube involving sustainable thrifting have grown by 35% year-over-year
- 32% of Gen Z express interest in digital-only fashion (NFTs/Metaverse) as a zero-waste sustainable alternative
- Pinterest searches for 'reworked clothes' by Gen Z users increased by 100% in 2022
- 72% of Gen Z follow at least one 'eco-influencer' or sustainability activist online
- 45% of Gen Z use apps like Good On You to check brand ratings while shopping
- 60% of Gen Z believe digital fashion avatars allow them to express style without physical waste
- Posts featuring 'capsule wardrobes' have seen a 40% engagement spike from Gen Z users on social platforms
- 50% of Gen Z say they discover sustainable local small businesses through TikTok algorithms
- User-generated content showing DIY clothing repairs drives 3x more engagement than brand-generated sustainability content for Gen Z
- 36% of Gen Z feel pressure from social media to not repeat outfits, driving the need for digital fashion solutions
- 70% of Gen Z turn to YouTube tutorials to learn how to sew or upcycle for sustainability
- The hashtag #ThriftFlip has accumulated over 3 billion views, popularized by Gen Z
- 22% of Gen Z have made a purchase directly through a social media platform's 'shop' feature specifically for eco-friendly goods
- Influencers who discuss 'degrowth' in fashion have seen a 50% follower growth rate among Gen Z audiences
- 48% of Gen Z trust peer reviews on social media regarding sustainability more than brand statements
Interpretation
Gen Z has turned social platforms into an ethical fitting room: they discover and buy sustainable brands on TikTok and Instagram, trust peers and eco‑influencers over PR, viralize thrifting and DIY repairs, use apps and tutorials to verify and upcycle, cancel brands for unethical sourcing, and increasingly embrace digital wardrobes to express style without physical waste.
Purchasing Behavior & Willingness to Pay
- 73% of Gen Z consumers state they are willing to pay more for sustainable products, more than any other generation
- 62% of Gen Z prefer to buy from sustainable brands compared to 54% of Gen X
- 90% of Gen Z consumers have made changes to their daily life to be more sustainable in their fashion consumption
- Gen Z is willing to pay a premium of 10% or more for sustainable fashion products
- 54% of Gen Z shoppers check the sustainability credentials of a brand before buying
- Only 35% of Gen Z consumers trust brands’ claims about sustainability which affects their purchasing decisions
- 45% of Gen Z consumers claim they satisfy their desire for newness by purchasing sustainable versions of basics
- Gen Z shoppers are 1.5 times more likely to refer a brand to others if it practices sustainability
- 33% of Gen Z have stopped purchasing from a brand specifically because they had bad sustainability practices
- Over 50% of Gen Z shoppers prioritize high-quality materials that last longer over brand names
- 56% of Gen Z consumers say they would purchase more sustainable fashion if the prices were comparable to fast fashion
- Gen Z consumers account for 40% of global luxury purchases, largely driven by brands adopting sustainability
- 28% of Gen Z try to rent clothing instead of buying new to save money and the planet
- 75% of Gen Z consider sustainability extremely important when choosing a fashion retailer
- Gen Z spending power has reached $360 billion, with a heavy skew toward ethical consumption
- 48% of Gen Z consumers want brands to be transparent about the environmental impact of their production
- 65% of Gen Z consumers plan to increase their spending on sustainable fashion over the next year
- Gen Z is twice as likely as Boomers to demand sustainable shipping options
- 40% of Gen Z admits that price is still the biggest barrier to buying sustainable fashion despite willingness
- Approximately 20% of Gen Z fashion budget is allocated to sustainable specific brands
Interpretation
Gen Z is putting its $360 billion where its values are, willing to pay a modest premium and favoring sustainable, high-quality and rentable pieces, but its widespread skepticism of green claims and sensitivity to price mean brands must prove real impact and competitive pricing to earn loyalty, referrals and a growing share of luxury spend.
Resale, Thrifting & Circular Economy
- 83% of Gen Z have shopped secondhand or are open to it
- 62% of Gen Z say they look for an item secondhand before purchasing it new
- Gen Z is the generation most likely to resell their own clothing, with 46% having sold clothing online
- 1 in 3 Gen Z consumers say they are addicted to thrifting
- 58% of Gen Z consider the resale value of an item before purchasing it new
- Depop, a resale app, reports that 90% of its active users are under the age of 26 (Gen Z)
- Secondhand apparel is expected to grow 127% by 2026, driven largely by Gen Z demand
- 40% of Gen Z’s closet is now composed of pre-owned items
- Gen Z is adopting resale apparel 2.5 times faster than other generations
- 64% of Gen Z look for bargains on resale sites to afford luxury brands sustainably
- 72% of Gen Z shoppers shifted their spend away from environmentally harmful apparel retailers to thrift stores
- 53% of Gen Z shoppers have purchased a refurbished item in the last 12 months
- Vinted, a major resale platform, saw a 45% increase in Gen Z users in 2022
- 30% of Gen Z consumers have repaired clothing to extend its life rather than buying new
- Gen Z is 33% more likely than Millennials to have bought second-hand clothes in the last year
- 80% of Gen Z believe that there is no stigma attached to buying used clothing
- Upcycling videos, a key component of circular fashion, have over 10 billion views on Gen Z dominated TikTok
- 42% of Gen Z say they shop secondhand to create a unique personal style that sustainable new brands can't offer
- 25% of Gen Z consumers engage in 'swapping' clothes with friends as a form of circular consumption
- The secondhand market is projected to be twice the size of fast fashion by 2030, driven by Gen Z
Interpretation
Gen Z has turned closets into circular micro economies, treating thrifting, reselling, repairing and upcycling as both personal style and financial strategy, so with roughly 40 percent of their wardrobes pre owned and resale apps dominated by users under 26 the secondhand market is poised to eclipse fast fashion and redefine how we value clothing.
The Attitude-Action Gap / Fast Fashion Paradox
- 53% of Gen Z admit to purchasing from Fast Fashion brands like Shein despite knowing the environmental concerns
- While 75% value sustainability, Shein was the most downloaded shopping app by Gen Z in the US in 2022
- 40% of Gen Z say they shop Fast Fashion because they cannot afford sustainable alternatives
- 1 in 3 Gen Z women consider an outfit 'old' after wearing it just once or twice due to social media pressure
- 70% of Gen Z's wardrobe consists of fast fashion items despite their vocal support for climate action
- Financial constraints are cited by 62% of Gen Z as the primary reason for the attitude-behavior gap in sustainable fashion
- 46% of Gen Z have purchased from a Ultra-Fast Fashion brand in the last month
- While 90% aim to be sustainable, only 15% exclusively buy from sustainable brands
- 30% of Gen Z admit to returning fast fashion items after wearing them once for a photo (wardrobing)
- 50% of items bought by Gen Z from fast fashion retailers are discarded within one year
- The phrase 'SHEIN haul' has more views on TikTok than 'Sustainable Fashion' content, highlighting the paradox
- 25% of Gen Z feel that researching sustainable brands takes too much time, leading them back to fast fashion
- 58% of Gen Z agree that the convenience of fast fashion (delivery speed) outweighs sustainability concerns in the moment
- Despite ethical concerns, 45% of Gen Z say they feel 'happy' when buying cheap clothes
- Gen Z shoppers at Forever 21 and H&M overlap 85% with those who shop at sustainable marketplaces like Depop
- 37% of Gen Z justify fast fashion purchases by claiming they will 'donate' them later (wish-cycling)
- Low price is the #1 driver of purchase for 60% of Gen Z, superseding environmental impact
- 44% of Gen Z admit they are confused by what 'sustainable' actually means, leading to inaction
- 55% of Gen Z admit they would buy a non-sustainable item if it was trending
- The gap between Gen Z's intention to buy sustainable goods and actual purchasing is calculated at roughly 30 percentage points
Interpretation
Gen Z loudly says it wants sustainable fashion, yet its feeds, budgets and the instant gratification of cheap apps mean 75% claim to value sustainability while roughly 70% of their wardrobes are fast fashion, more than half still buy from brands they know are harmful, and a culture of wear‑once photos and quick discards fuels an uncomfortable 30 percentage point gap between green intention and buying behavior.
Values, Ethics & Social Responsibility
- 70% of Gen Z claim they are ‘very concerned’ about the environment and it influences their fashion choices
- 60% of Gen Z report experiencing ‘eco-anxiety’ regarding the fashion industry's impact on the planet
- 82% of Gen Z express concern about the fair treatment of workers in the garment industry
- 94% of Gen Z believe that companies should address social and environmental issues
- 50% of Gen Z have educated themselves on the supply chain of their favorite brands
- 66% of Gen Z think that brands have more responsibility to solve climate change than governments
- Gen Z is 3 times more likely to say that the purpose of a business is to serve communities and society rather than simply make a profit
- 52% of Gen Z consumers value brands that speak out on social issues like Black Lives Matter and LGBTQ+ rights
- 41% of Gen Z check for 'cruelty-free' labels when shopping for fashion and beauty
- 57% of Gen Z are aware of the term 'greenwashing' and actively look for it in fashion marketing
- 43% of Gen Z have signed petitions related to fashion industry regulation
- 75% of Gen Z say they will cut ties with a brand if it discriminates against race or sexuality
- 38% of Gen Z prioritize 'biodegradable' or 'organic' materials in their value assessment of clothing
- 88% of Gen Z do not trust brands that do not have a clearly stated sustainability mission on their homepage
- Gen Z is responsible for a 300% increase in searches for 'regenerative agriculture' in fashion contexts
- 68% of Gen Z believe fashion brands should be politically active regarding environmental legislation
- Only 18% of Gen Z feel represented by current sustainable fashion advertising, demanding more inclusivity
- 49% of Gen Z agree that their fashion choices are a political statement
- 61% of Gen Z prefer vegan leather alternatives over real leather due to ethical animal welfare concerns
- 91% of Gen Z want to see diversity in the sustainability movement itself
Interpretation
Gen Z is the fashion world's conscience, fact checker and boycott committee all at once, ecologically anxious yet proactive, demanding real accountability from brands on worker rights, climate action and inclusivity while swiftly punishing greenwashing and discrimination.
References
Want to learn more about our methodology and data sources? Visit our About page to discover how we create these comprehensive statistic reports.