People

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The four pillars that have been proposed to better recognise how sustainability will work in the fashion industry are Profit, Planet, People and Purpose. One of the main roles that the ‘people’ pillar fills in the fashion industry is the consumer.

Consumers are categorised into several generations based on age, including Baby Boomers (1940-1959), Generation X (1960-1979), Millennials (1980-1994) and the most talked about generation, Gen Z (1995-2010). Nowadays, Gen Z has developed into a major group of consumers, along with the development of digital technology, this generation was the first to grow up as digital natives and is more familiar with and skilled in the use of social media (such as TikTok), the Internet, and meta-universe concepts than any other generation. Therefore, as a consumer, this group prefers to shop online, and is seeking fun and inspiration in the process, apart from convenience and speed (Moran, 2022). Furthermore, compared to other generations before them, Generation Z consumers have changed their consumption views – consuming for the sake of acquiring rather than ultimately possessing. For example, young consumers are more likely to subscribe to streaming platforms instead of buying a full-length film or music, which is a trend that has also promoted current services related to the rental and resale of cars and clothing (McKinsey, 2023). It has also been shown through research (Moran, 2022) that Gen Z consumers have developed more interest in shopping in offline shops than Millennials. As can be seen from the chart below, they are more interested in the atmosphere or environment of offline shops (32.2 per cent of Gen Z vs. 23.3 per cent of Millennials) and are more willing to talk to staff and get help (26.8 per cent of Gen Z vs. 17.4 per cent of Millennials).

Figure 1: The table shows the attitudes of different generations of consumers towards offline spending

To attract Gen Z consumers, brands should also improve on marketing strategies. Considering the changes in Gen Z’s living environment and the changes in their thinking, this group expects more customised services and personalised products (Smith and Yamakawa, 2020), brands should catch these opportunities. Meanwhile, brands that are inclusive and take a stand are more appreciated. Through Francis and Hoefel (2018), more than seventy percent of Gen Z believe that human rights are important, and this group has a strong interest in defending issues related to racial justice and sustainability in general, to the extent that they will abandon purchases that don’t align with their values for this reason. For example, Dove has embraced diversity in its marketing strategy, with the brand showcasing women of different ages, races, and body types in its 2004 advert and launching a men’s related range of products in 2010, which further breaks down stereotypes about gender and race (www.pixlee.com, n.d.).

Figure 2: Table Shows Gen Z Has Extremely High Interest in Supporting Racism and Human Rights Issues.
Figure 3: The table shows how different generations have different ethical positions towards brands and themselves.
Figure 4: Dove adverts about different women’s races, body types and ages.

Thus, a few key people skills are necessary for brands wishing to engage in sustainable development and achieve success. In order to keep up with the fast-paced nature of the fashion industry, flexibility and brand adaptability should be always maintained. Digital skills are also needed in order to increase brand competitiveness, as brands are encouraged to use digital tools to create new internet platforms to appeal to their customers. Finally, continuous learning and critical thinking will help brands to understand the latest trends and reflect on themselves to create a better brand image.

Reference list

Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and Its Implications for Companies. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies [Accessed 12 Oct. 2023].

McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z [Accessed 12 Oct. 2023].

Moran, G. (2022). Gen Z and Millennials 2022. [online] Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 [Accessed 12 Oct. 2023].

Smith, T.R. and Yamakawa, N. (2020). Asia and Gen Z | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/industries/retail/our-insights/asias-generation-z-comes-of-age [Accessed 12 Oct. 2023].

www.pixlee.com. (n.d.). 4 Brands Embracing Diversity in Their Content | Pixlee TurnTo Blog. [online] Available at: https://www.pixlee.com/blog/4-brands-embracing-diversity-in-their-content [Accessed 13 Oct. 2023].

Image reference list

Figure 1

Moran, G. (2022). Gen Z and Millennials 2022. Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 [Accessed 12 Oct. 2023].

Figure 2

Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and Its Implications for Companies. McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies [Accessed 12 Oct. 2023].

Figure 3

Moran, G. (2022). Gen Z and Millennials 2022. Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 [Accessed 12 Oct. 2023].

Figure 4

Unilever (2017). Announcing the Dove Real Beauty Pledge. Unilever. Available at: https://www.unilever.com/news/news-search/2017/announcing-the-dove-real-beauty-pledge/ [Accessed 13 Oct. 2023].

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