Thrifty BUSINESS

How Gen Z are driving a new wave of circular fashion

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It’s widely reported that Gen Z are the most eco-conscious generation – which makes sense considering they’re the first generation to grow up during a climate crisis. Yet, when it comes to the fast-fashion narrative, they’re also the generation who cop the most blame. Senior Lecturer of Marketing at RMIT University Dr Amanda Spry explains that the disconnect between Gen Z’s beliefs and actions is what is known as the attitude-behaviour gap.

“Although they are deeply values-driven, there are a few cultural and structural barriers explaining why these ideals do not always translate into their actions,” Dr Spry says. “Gen Z also have a desire for trendiness and self-expression, which is influenced and fuelled by social media trends that promote aesthetic ‘cores’ and ‘micro-trends’.”

According to ASIC’s Moneysmart, finances are a major cause of concern for 68 per cent of Gen Zs, more than any other age group – 57 per cent of non-Gen Zs.

“Gen Z are, by nature, still students who are either early in their careers or financial dependents, which makes them price-sensitive and value-seeking,” Spry says.