Gen Z supports sustainability – and fuels ultra-fast fashion. How does that work?
- Written by Marian Makkar, Senior Lecturer in Marketing, RMIT University
Netrun78/ShutterstockGeneration 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...





