People

People is a pillar that is significant in the implementation of sustainability in the fashion industry. People are creators as well as consumers. Due to the increase in focus on sustainability, people are now expected to be more socially responsible when producing and consuming clothing (Herthorn, J., & Ulasewicz, C. 2015).

Gen Z are one of the largest consumers globally, taking up to 40% of the market (McKinsey 2019.) Francis & Hoefer (2018) believe there are three factors that attract Gen Z consumers: accessibility of the product/service, individuality and consumers ability to express themselves, and lastly brands that are environmentally and ethically aware.

Social media has become a tool in promotion to attract Gen Z buyers. Gen Z are far bigger users of video app TikTok, for example: 50.3% use it versus 25.7% of millennials (Moran, G. (2022). Because of this, brands can promote their products on Tiktok and will have more of a reach to Gen Z consumers.

Diversity in promotion amongst brands has seen a large increase due to Gen Z’s focus on diversity when looking for a product. Savage X Fenty is a perfect example of this when looking at body inclusivity. They have been one of few brands to use plus sized male models in order to promote more realistic body’s. This skill of being more aware can be very beneficial as consumers, specifically Gen Z, will be more inclined to purchase from brands that support diversity, however it is important that brands focus on representation is done not only for profits.

References:

Hethorn, J., & Ulasewicz, C. (Eds.). (2015). Connecting with people on sustainable practices.

McKinsey (2019) The influence of ‘woke’ consumers of fashion

McKinsey (2019) ‘True Gen’: Generation Z and its implications for companies 

Moran, G. (2022) Drapers, Gen Z and Millennials 2022