Grapevine

Gen Z supports sustainability—and fuels ultra-fast fashion: How does that work?

Generation Z has been called "the sustainability generation."

Born between 1997 and 2013, 58% of this consumer cohort seek to buy products that are sourced sustainably. Australian Gen Zs say they are willing to pay more for brands that have a positive impact on society.

Yet, at the same time, we have witnessed the meteoric rise of ultra-fast fashion from online, direct-to-consumer retailers such as Shein, Temu and Boohoo. Shein alone generated US$32.5 billion (A$48.3 billion) in revenue in 2024—a 43% increase from 2022.

There are complexities surrounding Gen Z's shopping habits and how these often fail to align with their values.

On one hand, they covet a brand-new clothing item that is markedly more affordable when purchased from an ultra-fast fashion brand. On the other hand, they are aware of the environmental harms.