GENERATION Z VALUES

8 GENERATION Z VALUES.

Generation Z are changing the game when it comes to consumerism. Brands are having to quickly adapt to their needs and values when it comes to purchasing goods. From their early years they have been surrounded by technology, living in a virtual world that is social media. With the help of technology, they have unlimited access to information regarding sustainability and are very much aware of what the fast fashion industry is doing to our planet. Generation Z don’t know any different to a life with apps, instant communication and having information at the palms of their hands. This generation is made up of people born loosely between the years 1995 and 2010 (Francis, Hoefel,2018). There is estimated to be 2 billion Gen Z’s that make up the world’s population. Generation Z are quick to spot when they are being misdirected since growing up in an era of “fake news”, they are looking for brands that are authentic and transparent. Generation Z value those brands that are clear about what they stand for, and they want brands to demonstrate that they are trustworthy. (Gen Z brand relationships,2017)

The results from a primary Instagram Poll, answered by members of Generation Z, conclude young people are open to the idea of wearing second hand fashion. The majority are willing to consider purchasing garments from resale apps such as Depop and Vinted. The results evidently also portray the overconsumption problem we are facing, with 93% admitting to purchasing items of clothing and remaining unworn in their wardrobes. 100% of those agreed that changes need to be made within the fashion industry to find a solution to the overconsumption problem. This conveys that participants who have responded to the poll, know they are part of the problem for overconsumption but now are willing to make a change in order to restore the industries sustainable flaws.

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Generation Z are obsessed with nostalgia, bringing back vintage clothing and are advocates of change when it comes to fashion. “With this generation, old is new again; vintage is charismatic” (Bedu,2021). Many celebrities have been seen wearing vintage clothes. Wearing an outfit that has its own history seems to empower this generation. With the likes of Olivia Rodrigo, wearing 1995 ready to wear Chanel tweed set to visit the White House and more controversially Kim Kardashian wearing Marilyn Monroe’s iconic JFK birthday dress to the Met Gala earlier this year (2022) (Bedu, 2021). The second-hand clothing market is growing at rapid rates and is estimated to be worth around $30 billion. It is estimated to grow 18% annually through to 2024 and Gen Z are the driving force. According to the vice president of digital marketplace, Depop, its users consist of 90% being under the age of 26. This generation are rethinking their carbon footprint and looking to buy more unique and vintage pieces, sharing their finds on social media platforms such as TikTok and Instagram in the form of reels (Hoffower, 2021).

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Over the summer of 2022 the popular TV show amongst young people, Love Island, announced its partnership with online marketplace eBay. After years of being sponsored by fast fashion brands it came as a shock to viewers to see the TV show partner with a pre-loved clothing site. Contestants of the show are known to have an influential impact on viewers fashion choices, often items worn on the show can sell out within minutes. If any show is able to change the stigma that has been attached to pre-loved clothing it would be Love Island (Khan,2022). The partnership came about after the rise of UK shoppers becoming more conscious of fast fashion brands and the effect it's having on our planet. 20% of Brits have admitted to buying more pre-loved clothing compared to two years ago. eBay expressed their excitement with their partnership with Love Island and aimed to “flip the conversation around fashion”, they intend to inspire the nation to rethink their buying habits and encouraging consumers to make more conscious decisions. (eBay becomes Love Islands first pre-loved partner, 2022). 11

Older generations are following in Gen Z’s footsteps. Jane Fonda is an iconic film star, activist, and former model. She’s been very vocal through the years on vintage fashion, opening up on how she’s made conscious decisions to wear more vintage staples and to be more sustainable. For the 2020 Oscars she recycled the gown she had worn at the 2014 Cannes film festival and paired her outfit with sustainable jewellery. She has since stated she will not be purchasing any new clothes. “I’m following what the young people are doing. I’m not telling them; they are inspiring me”. – Jane Fonda. This conveys how Generation Z are the game changers not only within the fashion industry, but also within global political issues. Gen Z are vocal to express their opinions and evidently inspire older generations to stand with them for a brighter future and for generations to come (Harvey, 2019).

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“I’m following what the young people are doing. I’m not telling them; they are inspiring me“

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