The second pillar to be explored is ‘People’. Generation Z are the second youngest generation, with millennials before and Generation Alpha after (McKinsey & Company, 2023). It is important to understand the differences in patterns of consumption within these generations for success.

So, how can Gen Z consumers be described? Consumption for Gen Z is about access not ownership (McKinsey & Company, 2023). They are more inclined to rent clothing, for example, with 13.6% having rented in 2022 and would do again, up from 11.2% in 2021 (Moran, 2022). Gen Z are also to thank for the rise in fashion resale and sites like Vinted where greater value is being placed on clothes we purchase.

Gen Z believe in individuality; therefore, they will purchase a product which reflects them, being more openminded and diverse. Gen Z are also concerned with ethics and favour transparency and there are now certain expectations of brands (Francis & Hoefel, 2018).

Gen Z are digital natives, being the first generation to grow up online and brands can take advantage of this and attract Gen Z consumers (Moran, 2022). Gen Z would argue that it is important that new technology is approached with optimism, contrasting previous generations whose fears may be worsened with new technology emerging like AI. Brands must acknowledge that Gen Z tastes may change and be flexible. They should also have a political/ ethical edge with a clear mission, stating their values clearly. Gen Z embrace diversity. Therefore, brands should make every effort to be open-minded at every stage of decision making, ensuring inclusivity.

Nike have created campaigns such as ‘Dream Crazier’, in response to diversity. The release of the Nike Pro hijab encouraged Muslim women to get involved in sports whilst feeling comfortable and confident. Nowadays, we are presented with a variety of mannequins with different body types in stores through plus sized mannequins and amputee mannequins (Baram, 2019). Therefore, Nike are subverting the typification that disability limits an individual’s ability within sports. Consumers have been socialised into the dominant culture where white, male, heteronormative and able-bodied identities are presented as ‘ideal’ against other identities which are marginalised, explaining why representation and being able to celebrate our differences is important (Franklin, 2023).

A successful fashion brand needs to adopt certain key people skills within the 5 dimensions to the Inner Development Goals, ‘fundamental in the work to reach the Sustainable Development Goals’ (Inner Development Goals, 2023). Some being co-creation skills, perspective skills and having a learning mindset (Inner Development Goals, 2023). Societies will become interconnected where effective progress can be made.

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