Generation Z pushes for clothing to become more sustainable – NBC10 Philadelphia

Gen Zers are starting to enter the real world and build careers, and with that comes this generation’s influence on life and fashion.

In the world of fast fashion, a business model that focuses on quickly producing large volumes of trendy clothing by using low-quality materials such as polyester and other microplastics, brands are noticing that the new generation is focusing more on sustainability.

Thirty-six percent of Gen Zers purchase new fast fashion clothing items at least once a month, and this age group spends an average of $767 per year on fast fashion clothing.

All that consumption comes with a noticeable ecological footprint.

According to management consultancy McKinsey & Company, for every five garments produced, three end up in landfill. And the rapid combustion of textile waste is responsible for the emissions of 1.2 billion tons of greenhouse gases per year, the study also found.

Despite the waste that comes from fast fashion, brands are attracting Gen Z shoppers with style and low prices.

“Fast fashion brands are deliberately trying to influence these Gen Z students through the use of these social media,” said Sheng Lu, professor of fashion studies at the University of Delaware. “If you’re still a student and you like to wear something unique, look unique and trendy, you know, more financially affordable for you. And this is exactly how these fast fashion brands are making their products very attractive to this Gen Z population.”

However, some Gen Zers are trying to buck the wasteful trend by promoting sustainable clothing in different ways.

Estella Struck, the CEO and founder of Viviene New York, has collaborated with Microsoft, NYU and TikTok to create sustainable marketing solutions aimed at young adults.

“The huge problem that Viviene New York is trying to help is helping these brands target young people more effectively, because people don’t know where to start,” Struck said. “We’re trying to build between those who, you know, want to make a positive contribution to our society, our planet and the future, and the brands that are out there and that are actually, you know, creating that future where that can happen.”

Social media is where many Gen Z pick up their fast fashion habit, but it can also be what helps them curb the habit.

Jasmine Rogers is a Black and Mexican content creator focused on sustainable fashion and living. What started for Rogers as a love of thrifting and mending her clothes to create fun combinations turned into a career.

Rogers started a blog-turned-Instagram page called That Curly Top, documenting her journey through sustainable fashion. Her account now has more than 111,000 followers.

“I’ve been able to find a community of people who are really attracted to this optimism, and this colorfulness and joy in the fashion world,” Rogers said. “But I can also bridge that with people who also care about the planet and the people, and I think it’s my same ethos where I’ve now been able to build a community of people who care about style but don’t think they also have to compromise their values.”

According to Lu, increased efforts by Gen Zers to raise awareness about clothing sustainability will lead the fast fashion industry to create more sustainable products.

“The Gen Z students,” Lu said. “I’m sure they will apply their value in selecting their products, in driving the changes of these fashion companies, you know, to intentionally buy more sustainable products or to pay more attention to the environmental impact of clothing production and consumption.”

By doing this, Gen Z will help reduce waste in the earth’s landfills. A step that will help future generations.

“For people to survive, and for our ecosystems to survive, and for our planet to survive, it is imperative that we do this,” Rogers said.