Key Insights
Essential data points from our research
73% of Gen Z consumers are willing to pay more for sustainable products
62% of Gen Z prefer to buy from sustainable brands
54% of Gen Z have reduced their fashion consumption due to environmental concerns
80% of Gen Z expect brands to be transparent about their sustainability practices
44% of Gen Z say they have stopped buying from a brand due to ethical or sustainability concerns
Gen Z is twice as likely as Baby Boomers to say sustainability is a top factor in purchasing decisions
66% of Gen Z check a brand’s sustainability practices before purchasing clothing
76% of Gen Z consider sustainability more important than brand name when shopping
70% of Gen Z are influenced by eco-conscious fashion influencers
85% of Gen Z are interested in buying secondhand fashion items
38% of Gen Z have sold clothing to promote sustainability
Secondhand fashion is expected to grow 24% YOY primarily driven by Gen Z buyers
65% of Gen Z say upcycled or recycled materials increase a garment’s appeal
Brand Ethics and Transparency
- 80% of Gen Z expect brands to be transparent about their sustainability practices
- 44% of Gen Z say they have stopped buying from a brand due to ethical or sustainability concerns
- 71% of Gen Z think fashion brands should be held accountable for their environmental impact
- 90% of Gen Z believe brands should help consumers be more eco-friendly
- 79% of Gen Z want companies to help them make more ethical fashion choices
- 58% of Gen Z actively research brand supply chains before buying
- 86% of Gen Z expect brands to show proof of sustainability, not just claims
- 69% of Gen Z do not trust retailers who promote fast fashion
- 58% of Gen Z are discouraged to buy fashion items if sustainability info is unavailable
- 61% of Gen Z believe brands should educate consumers on sustainability practices
- 51% of Gen Z believe fashion waste management is the industry’s biggest flaw
Interpretation
Gen Z isn’t just dressing for the planet—they’re demanding receipts, ethics, and accountability from fashion brands, proving that style without sustainability is so last season.
Consumption Reduction and Minimalism
- 54% of Gen Z have reduced their fashion consumption due to environmental concerns
- 50% of Gen Z consider minimalism a core element of sustainable style
Interpretation
Gen Z is turning the tide on fast fashion, proving that less really is more by swapping overstuffed closets for conscious consumption and chic minimalism.
Eco-conscious Fashion Practices and Certifications
- 38% of Gen Z have sold clothing to promote sustainability
- 48% of Gen Z believe NFTs in fashion can reduce production waste
- 43% of Gen Z believe fashion sustainability is the top issue the industry must address
- Gen Z's top sustainable fashion request is biodegradable materials
- 63% of Gen Z say they have educated friends and family about sustainable fashion
- 39% of Gen Z have attended an event promoting sustainable fashion
- 63% of Gen Z express interest in DIY fashion to reduce textile waste
- 55% of Gen Z track their fashion carbon emissions using mobile apps
- 67% of Gen Z engage in clothing swaps with friends to promote eco-conscious fashion
- 59% of Gen Z look for climate neutrality certifications in apparel brands
Interpretation
Gen Z isn’t just dressing to impress—they're stitching sustainability into every seam, swapping fast fashion for eco-action, biodegradable threads, carbon-tracking apps, and even fashion NFTs, proving that for them, style without sustainability is so last season.
Influence of Social Media and Digital Engagement
- 70% of Gen Z are influenced by eco-conscious fashion influencers
- Gen Z shoppers are 3x more likely to engage with environmental fashion content on social media
- Apps promoting sustainable fashion are downloaded most by Gen Z users
- Gen Z consumers show 5X higher engagement with eco-conscious fashion videos on TikTok
- 61% of Gen Z trust peer reviews more than brand claims about sustainability
- 64% of Gen Z say media coverage influences their sustainable fashion choices
- 36% of Gen Z voice their sustainability concerns to brands on social media
- Sustainable fashion-related hashtags see 3X more engagement from Gen Z
- 44% of Gen Z consider peer influence key in adopting sustainable fashion habits
- Gen Z contributes to 62% of TikTok fashion content involving sustainability
- 48% of Gen Z follow at least one sustainable fashion brand on social media
Interpretation
For Gen Z, sustainable fashion isn’t just a trend—it’s a TikTok-fueled, peer-reviewed movement where eco-conscious credibility is measured in likes, shares, and hashtags.
Sustainable Purchasing Behavior
- 73% of Gen Z consumers are willing to pay more for sustainable products
- 62% of Gen Z prefer to buy from sustainable brands
- Gen Z is twice as likely as Baby Boomers to say sustainability is a top factor in purchasing decisions
- 66% of Gen Z check a brand’s sustainability practices before purchasing clothing
- 76% of Gen Z consider sustainability more important than brand name when shopping
- 85% of Gen Z are interested in buying secondhand fashion items
- Secondhand fashion is expected to grow 24% YOY primarily driven by Gen Z buyers
- 65% of Gen Z say upcycled or recycled materials increase a garment’s appeal
- 59% of Gen Z avoid fast fashion brands due to environmental reasons
- 78% of Gen Z respondents say they prioritize sustainability when shopping online
- Gen Z contributes nearly 40% to the current resale fashion market
- 60% of Gen Z are more likely to purchase from a brand if they promote circular fashion
- Gen Z makes up 32% of global consumers but accounts for over 45% of sustainable fashion engagement
- 67% of Gen Z consider climate change the #1 global issue and shop accordingly
- 72% of Gen Z consult sustainability-related information before purchasing clothing
- 68% of Gen Z support fashion rental platforms over ownership to reduce waste
- 29% of Gen Z say they have used rental services for sustainable fashion
- 56% of Gen Z are uncomfortable buying from brands that do not support sustainability
- Online secondhand platforms have seen 2X growth among Gen Z in the last 2 years
- 41% of Gen Z say they prefer digital fashion due to its environmental benefits
- Resale fashion is projected to be twice the size of fast fashion by 2030 due to Gen Z
- 66% of Gen Z prefer products with significantly reduced carbon footprints
- 74% of Gen Z say they plan to buy even more sustainable fashion in the future
- Gen Z accounts for 60% of the growth in the luxury sustainable fashion niche
- 47% of Gen Z consider environmental impact more than price when buying apparel
- 62% of Gen Z consider secondhand clothes trendier than fast fashion
- 57% of Gen Z feel empowered to create change through sustainable fashion choices
- 35% of Gen Z are likely to boycott unsustainable fashion brands
- Gen Z drives 70% of new users to online resale marketplaces
- 52% of Gen Z consider clothing longevity as a sustainability factor
- 55% of Gen Z rate garment recyclability before purchasing
- Eco-friendly packaging influences 48% of Gen Z fashion purchases
- 53% of Gen Z believe sustainable fashion is synonymous with innovation
- 60% of Gen Z say buying fast fashion regularly makes them feel guilty
- 82% of Gen Z prefer brands that work to reduce textile waste
- 45% of Gen Z associate sustainable fashion with positive self-identity
- 49% of Gen Z consider local production an indicator of sustainability
- 72% of Gen Z use fashion to express their stance on climate issues
- 46% of Gen Z are influenced by documentaries on fast fashion
- 78% of Gen Z want their fashion purchases to align with their values
- Slow fashion brands have seen a 90% increase in Gen Z clientele over the last 3 years
- 50% of Gen Z view sustainable fashion as a way to fight climate change
Interpretation
For Gen Z, sustainable fashion isn't just a trend—it's a climate-conscious revolution with a killer wardrobe, where vintage beats virgin fabric and values matter more than logos.