PEOPLE – Understanding Generation Z
A pillar of sustainability that I would consider as most important would be the people pillar. This is from the fact that people are the producers and consumers of fashion therefore it is absolutely vital to understand consumer needs and how we can appeal to their needs through looking at the past, present, and future of fashion. As ‘people’ can be quite a complex subject, it is easiest to look at consumers over the years through generations as not only have people’s fashion senses changed, but so have the way they shop in relation to circumstances that shape generations. So in consequence of today’s climate awareness, we should look at past mistakes, what has changed throughout the years, and what we can expect in the future in the context of people and fashion.
This is where the generation that thrives off of uniqueness and individuality comes into play; Gen Z. These are people born between 1996 and 2010 who are widely known for growing up in an age where digital advancements were happening rapidly giving them the nickname – “digital natives” (McKinsey & Company, 2023). Likewise to other generations, there are generalisations that we can make about Gen Z, such as how they are “Communaholics” as they like to constantly be socialising whether that’s online or in person or how they like to “live life pragmatically” and always unveil the truth according to (Francis & Hoefel, 2018). However, if we dig deeper into these observations we can unveil how this can impact marketing techniques within the fashion industry. It is almost common knowledge that Gen Z in particular is prone to suffer from what they call “Climate anxiety” which ultimately affects their decisions as consumers exponentially compared to other generations such as Gen X who are more likely to shop somewhere that provides status and advertises loyalty (Wagner, 2022).
In addition, being online also means being connected to the rest of the world constantly, with new identities being formed as Gen Z mould a society where people can always be comfortable expressing themselves. (McKinsey & Company, 2023) states, “Gen Zers have strong values related to racial injustice and sustainability.” This proves that in order to appeal to Generation Z, brands should ensure that they have an online platform, produce their goods sustainably and see to making products inclusive for all social groups such as gender, age, religion, race, sexuality etc.
One brand that has stood out recently to young Gen Z consumers is the German shoe brand, Birkenstock. Though this could also be from the clever product placement in the new ‘Barbie’ film, according to (The Economist, 2023) “Birkenstock’s revenues have doubled in the past three years to $1.4bn”, with almost half of 2022’s sales being made by buyers in their 20’s and 30’s. For a brand that’s known for the ‘dad sandal’ it is easy to question the appeal. But actually, Birkenstock is doing everything right to interest a diverse Gen Z consumer. Birkenstock’s clogs and sandals are worn by people all over the world, even having unisex footwear and designs to please people of all ages. Furthermore, the shoes are manufactured using sustainable materials such as cork, natural latex and jute which are biodegradable making them durable and eco friendly. These reasons combined with the fact that their footwear is super comfortable make Birkenstock the perfect Get Z brand.
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: 16 October 2023).
Schneider, B. and Lee, D. (2022) Bof Insights: Gen-Z and fashion in the age of realism, Gen-Z and Fashion in the Age of Realism. Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ (Accessed: 16 October 2023).
Wagner, N. (2022) Generation X and brand loyalty, The Brand Loyalty Of Generation X. Available at: https://stevens-tate.com/articles/generation-x-brand-loyalty/ (Accessed: 16 October 2023).
What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 16 October 2023).
Why young consumers love birkenstocks (2023) The Economist. Available at: https://www.economist.com/business/2023/10/12/why-young-consumers-love-birkenstocks (Accessed: 16 October 2023).