Spanish version published on my medium
Generation Z refers to anyone born between 1994 and 2010. This cohort of young people is a digitally native generation that had to adapt to a changing world in which uncertainty and instability became widespread after consecutive crises.
It’s no secret that compared to others, Gen Z consumers have a higher conscience regarding environmental matters and sustainability. About 3/4ths of the members of this generation prefer sustainable brands when making shopping decisions.
Gen Z is sometimes described as “a generation that shares everything.” Their values often drive their choices and actions, and as they age, their influence is growing. Gen Z’s value-driven purchasing decisions are having a direct impact on the consumption practices of older generations.
My niece Valentina is 20 years old, and last winter, when I was looking for a new jacket, she talked to me about an “eco-friendly” option that was also cheaper. I admit that I felt better knowing I chose a sustainable alternative.
Many brands are jumping on the sustainability bandwagon, but some are merely “greenwashing” their products—a deceptive marketing practice where brands try to convince consumers their products and operations are sustainable, when in reality, they are not. Greenwashing is sustainability without authenticity—for example, placing a green tag on the packaging for an item made with unsustainable materials. Does this sound familiar?
Gen Z is perhaps savvier than previous generations when it comes to spotting greenwashing attempts. As consumers, they aren’t looking for perfect brands, but ones that are coherent and humane, recognize their mistakes, and are open to change and improvement.
We have much to learn from this generation regarding sustainable consumption. However, one thing we can do right now is come together and demand that clothing brands use truly sustainable practices. This could considerably reduce the pollution and environmental destruction associated with the global clothing industry. We can make more sustainable decisions when buying clothes and use the power of our wallets to pressure the industry to change.