The Paradox of Gen Z Shopping
Unravel the contradictions of Gen Z shopping—a phenomenon where sustainability battles fast fashion in a dramatic showdown
This is an excerpt from the MEGA November 2024 Fashion Op-Ed
In recent years, much has been said about Gen Z’s progressive values. Often hailed as the most socially conscious generation, they emphasize sustainability, ethical production, and transparency when it comes to their purchasing decisions. Yet, at the same time, Gen Z is one of the largest consumers of fast fashion, a $91 billion or ₱5 trillion industry notorious for its unsustainable practices. How do we reconcile these two seemingly opposing behaviors?
This paradox of ethics vs. consumerism is at the heart of the Gen Z shopping experience, where social media platforms, influencers, and fast fashion brands compete for their attention and loyalty. To understand this, we must explore how Gen Z is redefining consumer behavior and what their shopping patterns say about the evolving nature of ethics in a hyper-digital age.
THE ALLURE OF FAST FASHION
One of the most illustrative examples of this paradox is the meteoric rise—and recent backlash—against Shein, a Chinese fast fashion giant. Known for producing trendy, affordable clothes at an astonishingly rapid pace, Sheinhas built a loyal customer base among Gen Z. But behind this success lies a darker narrative.
The brand has been repeatedly accused of unsustainable practices, from overproduction to environmental damage and unethical labor conditions.
In an attempt to improve its image, Shein organized an influencer trip in 2023, inviting a select group of fashion creators to tour its factories. The goal was to demonstrate that its working conditions were better than reported. However, the move backfired spectacularly.
Many viewers felt that the influencers were being used as pawns to sanitize Shein’s reputation, resulting in a massive social media backlash. Gen Z consumers, who had once been loyal, turned on both Shein and the influencers, accusing them of whitewashing unethical practices for profit.
The Shein controversy manifests a critical shift: while Gen Z is easily swayed by influencers, they are quick to call out inauthenticity when they see it.
According to a 2022 Deloitte Global Survey, 42% of Gen Z consumers report being more concerned about ethical issues than previous generations, and they expect the brands they support to reflect those values. However, when their ethics collide with the allure of low prices and fast fashion, contradictions arise.
RESALE, REUSE, & RISE OF CIRCULAR FASHION
On the other side of the spectrum are sustainable and community-driven shopping practices through thrift shops, closet sales, and platforms like Carousell and Facebook Marketplace.
Rather than buying new, they prefer to extend the life of garments by reselling and reusing, which they see as a more sustainable option.
This shift toward resale isn’t just about reducing waste. For Gen Z, secondhand fashion allows for personal expression without contributing to the environmental damage of fast fashion.
As Lyst reported in their 2022 Gen Z Fashion Report, “54% of Gen Z shoppers are more likely to buy pre- owned clothing than new, with sustainability being the primary motivator.”
In a Bain & Company feature, Dr. Anika Kozlowski, a fashion sustainability expert and professor at Toronto Metropolitan University noted that platforms like Depop, the U.S. counterpart of Carousell, and FB Marketplace, appeal to Gen Z because they offer unique, individual pieces that feel personal and creative.
She also highlighted that Gen Z tends to align their consumption with their values, seeking out sustainable options whenever possible, though they may still engage with fast fashion due to various constraints such as cost and convenience. This speaks to the generation’s complex relationship with sustainability and consumerism.
Take a closer look into the contradictions of Gen Z shopping and read more about it in MEGA’s November 2024 issue , now available on Readly, Magzter, Press Reader and Zinio.
Images from MEGA ARCHIVES
The Paradox of Gen Z Shopping
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