adminser Fashion has been known for causing major pollution, both in terms of landfills and the release of tons of microfibres of plastic into the ocean. Generation z and the millennials are willing to pay for sustainable fashion brands.
Fashion has been known for causing major pollution, both in terms of landfills and the release of tons of microfibres of plastic into the ocean. Generation z and the millennials are willing to pay for sustainable fashion brands.
Synthetic clothing is responsible for up to 20 to 35 percent of the microplastics found in marine environments. Fashion industry emissions are also shocking, accounting for 4 to 10% of the global greenhouse gas emissions each year.
In 2021, the gen-z will be the most aware generation (2). In terms of sustainability, younger generations show more concern and demand for sustainable fashion. This has had a noticeable impact on how Generation Z spends its money. “Nine out of ten Generation Z consumers believe that companies have a duty to address social and environmental issues” (3).
The fashion industry has shifted to a more eco-friendly direction because of the growing number of young consumers who are conscious of what they buy and the impact it makes on the environment. Independent fashion labels have become more well-known for their efforts to create sustainable products, be brand activists, and build an aim that positively impacts the planet.
Gen Z and millennials not only reject unsustainable brands but also embrace and are willing to pay more money for sustainable products. Surveys conducted with Gen Z (2) members showed that 73% of them were willing to spend more on sustainability. The majority of these respondents would pay up to 10% extra. The young are leading the charge for sustainability, and they are willing to pay a premium in order to be more environmentally friendly.
Millennials and Gen Z are also about to be the biggest consumer base of the global economy, accounting for approximately 40% of the total global population this year. They have “a spending power of $143 Billion” (4). Fashion sustainability will be a bright future if the number of young people who care about the world continues to increase.
This same generation is still championing some of the largest fast-fashion brands, which shows how important it is that sustainable fashion takes full force. The UK has more consumers per capita than any other country in Europe, which results in around 300,000.0 tonnes of clothing being burned each year or buried in landfills.
According to United Nations Environment Programme figures, it takes 3,781 liters of water to make a pair of jeans. This includes the production of cotton and the delivery of the finished product to the retailer. This is equivalent to around 33,4 kilograms of CO2. Every year, a half million tonnes of microfibres made from plastic are dumped in the ocean. This is equivalent to 50 billion bottles, and, as previously mentioned, between 20-35 percent come from synthetic clothing. These microfibres are difficult to remove from water, and they can affect marine life throughout the food chain.
Human rights activists have raised concerns about the current fashion trends. As we’ve seen recently in news and social media, they have made allegations that various ethnic groups, including the Uyghurs, a Muslim minority, are being forced to work in the Xinjiang Region of China in relation to the harvesting of cotton and its processing. Xinjiang is the source of a fifth percent of global cotton production, and major Western brands use this raw material.
There are many types of fabrics made from organic materials that are regenerated and produced more sustainably. Tencel, for example, is a Lyocell fiber made from sustainably sourced bamboo. Bamboo is a fast-growing grass-like plant that grows with little water and requires very limited space. To create these fibers, the pulp of the raw material is dissolved and then reconstituted by dry jet-wet spinning. Lyocell is a fiber that does not contain harmful carbon disulfide, which can be toxic for humans and the environment. The water and chemicals that are used in this process can be reused for future production, making it a circular system.
Generation Z can address the issue of fast fashion and use the tools at their disposal to raise awareness about more sustainable brands. Social media can be a powerful tool to create conversations, spread awareness, and support others who are doing the same.
