People

Gen Z, people born from 1995 to 2010 are true digital negatives and very comfortable with collecting and cross-referencing many information sources and integrating virtual and offline experiences. (Tracy and Fernanda 2018) Some interesting statistics about Generation Z and their online shopping habits:77% have taken some form of action for a cause they believe in;23% have even boycotted a brand;65% have purchased something based on an influencer’s recommendations. (Voyado Elevate 2022) ‘People’ is another one of the pillars of sustainability that has a great relationship with the fashion business.

As a consumer, Gen Zs are searching for truth and is more likely to value individual expression and avoid labels, so companies should be attuned to three implications for this generation: consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern. Businesses must rethink how they deliver value to the consumer and rebalance scale and mass production against personalization. (Tracy and Fernanda 2018)

Generation Z cares a lot about the planet and the future, which is a huge opportunity for sustainable business growth. They believe that the generations before them represented overconsumption, capitalism, and materialism. Gen Z shoppers are less likely to trust companies compared to older age groups. Instead, they choose to follow influencers on Instagram and YouTube with a high following and reach. (Voyado Elevate 2022)

Diversity is the range of human differences, including but not limited to race, ethnicity, gender, gender identity, sexual orientation, age, social class, physical ability or attributes, religious or ethical values system, national origin, and political beliefs. (FERRIS STATE UNIVERSITY 2022) In partnership with Getty Images and digital photography company Girl gaze, Dove has led a 5,000-image initiative on GettyImages.com featuring 179 women from 39 countries. The photographed talent, which includes plus-size women, trans women, and women with skin conditions like Vitiligo, was shot by 116 female-identifying photographers within the Girl gaze network. Dove understands the impact that unrealistic images of beauty can have on a woman’s body confidence, and we have believed in liberating women from narrow beauty ideals and have showcased beauty diversity in our advertising. (Sophie 2019)

The fashion industry expects you to be pushing the envelope all the time. Here, imagination has no limits, and keep challenging yourself. (Laced,2022) However, teamwork is key to any business. If you want to be successful, it does not matter if you are in the fashion industry or an online writing service provision, you must be smart about how you work with your team effectively and how you keep your team motivated. (Nancy 2022)

References:

1. Tracy, F.&Fernanda,H 2018‘True Gen’Generation Z and its implications for companies Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: October 16, 2022)
2. Voyado Elevate 2022 How is generation Z shopping? Available at: https://www.apptus.com/blog/generation-z-online-shopping-habits/ (Accessed: October 16, 2022)
3. Priya, R 2019 Dove doubles down on diversity and inclusivity with Project #ShowUs Available at: https://www.glossy.co/beauty/dove-doubles-down-on-diversity-and-inclusivity-with-project-showus/ (Accessed: October 16, 2022)
4. FERRIS STATE UNIVERSITY 2022 DIVERSITY AND INCLUSION DEFINITIONS Available at: https://www.ferris.edu/administration/president/DiversityOffice/Definitions.htm (Accessed: October 16, 2022)
5. LACED (Textile value chain) 2022 TOP7 SKILLS AND QUALITIES NEEDED TO BECOME A SUCCESSFUL FASHION DESIGNER Available at: https://textilevaluechain.in/news-insights/top-7-skills-and-qualities-needed-to-become-a-successful-fashion-designer/ (Accessed: October 16, 2022)