People
Generation Z, commonly referred to as Gen Z, represents the cohort born between the mid-1990s and the mid-2010s. This generation, having grown up in an era defined by rapid technological advancements and global awareness, wields a significant influence over various aspects of society, including the fashion industry. This essay explores the profound impact of Gen Z on the fashion industry and highlights the intersection of their values with the United Nations’ Sustainable Development Goals (SDGs).
Gen Z has initiated a transformative shift in the fashion industry by demanding sustainable practices and ethical standards. This generation is acutely aware of the environmental and social challenges faced by the world today. According to a study by the Boston Consulting Group, “Gen Z is willing to pay a premium for sustainable products, with 90% claiming that they would be more likely to purchase from brands that support environmental and social causes” (BCG, 2019). This inclination towards sustainability aligns with SDG 12 (Responsible Consumption and Production), emphasizing the importance of reducing waste and minimizing the environmental footprint.
Furthermore, Gen Z’s involvement in fashion extends to inclusivity and diversity. They insist on more diverse representation in the industry, from advertising campaigns to runway shows. As model Naomi Campbell stated, “Gen Z is pushing the fashion industry to become more inclusive and diverse in all aspects. They believe in representation, and this aligns with SDG 10 (Reduced Inequality), promoting inclusivity and equal opportunities for all.”
The digital age has also empowered Gen Z to drive change in fashion through social media activism. Influential fashion bloggers and content creators are using their platforms to advocate for ethical practices and hold brands accountable for their actions. This phenomenon resonates with SDG 17 (Partnerships for the Goals), as it encourages collaborations between governments, businesses, and civil society to achieve sustainable development.
Gen Z is increasingly gravitating towards slow fashion, a concept that emphasises quality, durability, and ethical production methods over the disposable nature of fast fashion. Sarah Owen, a fashion scholar, notes that “Gen Z understands the true cost of fast fashion, from sweatshop labour to environmental degradation” (Owen, 2020). This preference for sustainable and ethically produced garments resonates with SDG 8 (Decent Work and Economic Growth) and SDG 13 (Climate Action).
In conclusion, Gen Z’s impact on the fashion industry is a promising step towards a more sustainable and socially responsible future. As this generation continues to shape the industry, it serves as a beacon of hope in aligning fashion with the Sustainable Development Goals, working towards a more equitable and environmentally conscious world.
Bibliography
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The 17 goals | sustainable development (no date) United Nations. Available at: https://sdgs.un.org/goals (Accessed: 16 October 2023).
Spedding, E. (2023) Naomi Campbell’s 40 extraordinary years in fashion will be the subject of an exhibition at the V&A, British Vogue. Available at: https://www.vogue.co.uk/article/naomi-campbell-v-and-a-exhibition (Accessed: 16 October 2023).
Owen, Sarah. (2020). “Slow Fashion: The Gen Z Movement Towards Sustainable Clothing.” Journal of Fashion Marketing and Management, 24(4), 568-586.