Introduction to segment

In the US, being environmentally conscious is the most popular amongst Gen Z and Millennials. Studies demonstrate that in the US, females are more environmentally conscious than male (Boesel, 2020).

Snapchat, Instagram and Facebook are some of the most popular social media platforms in America. A new platform, which was created in 2017, Tik Tok is one of the largest social media platforms in the US (Business Insider, 2020), it has been downloaded 1.2 billion times and is especially popular amongst the Gen Z demographic (Leskin, 2019).

A VSCO girl is a new subculture, usually adopted by teens in the US. The hashtag on Instagram has 1.9 million posts. Their values a line with the environmentally conscious. One of their stereo types are using metal water bottles and straws to prevent plastic waste. They have a shared aesthetic. Mostly seen using Instagram and Tik Tok, these social media platforms can be seen as defying the culture of these youths in America. American teens are family “We've passed the time where fast fashion orientated, they are influenced was seen as acceptable” – Grace Beverly by family members. 92% of teens said they want to make their family proud. Of teens felt This segment can be heavily influenced by positive recommendations, brand values and brands they trust. Studies brands should be environmentally 42% show that 42% of American teenagers believe that the best conscious way for a brand to represent their values is through environmentally friendly practices and 39% said treating animals ethically was most important to them. Of teens felt like they are In their spare time, US teens top results on how they want to spend their time are: • Socializing with friends in person 45% constantly online (2018) • Watching shows/movies • Playing video games

(Mintel, 2019)

(Fona.com, 2019)