Gen Z and Fast Fashion: A Complex Relationship with Style and Sustainability

Introduction

The textile industry is a vital sector in the European Union and the global economy, playing a crucial role in employment and economic output. In 2022, the EU's textile and clothing sector achieved a turnover of EUR 167 billion, a 14% increase compared to the previous year, reaching pre-pandemic levels. This sector employs 1.3 million people across 192,000 companies, reflecting its significance in the European economy. Concurrently, EU households spent approximately EUR 282 billion on clothing, averaging EUR 630 per capita, and EUR 68 billion on footwear, showing a 15% increase in spending from the prior year.

The Environmental Impact of Fast Fashion

Despite its economic importance, the fast fashion industry is associated with significant environmental challenges. Each year, around 5.8 million tonnes of textiles are discarded across the EU, equating to 11.3 kg per person. A single cotton T-shirt requires 2,700 liters of water to produce—sufficient to meet one person's drinking needs for two and a half years. The industry's high consumption of resources, coupled with low recycling rates, contributes to unsustainable levels of waste. Fast fashion is known for producing clothing quickly and cheaply, often using low-quality materials and labor practices that exploit workers in developing countries. The rapid production and disposal of garments have led to the industry becoming the second-largest consumer of water and a contributor to 2-8% of global carbon emissions. The environmental impact of these practices makes addressing fast fashion critical in the fight against climate change.

Gen Z and the Fast Fashion Dilemma

Young consumers, particularly those in Generation Z, play a central role in the fast fashion market. More than 40% of 16 to 24-year-olds in the UK buy clothes online at least once a week, with British consumers among the highest spenders on fashion globally. The fast fashion market in Europe is projected to reach USD 47.5 billion by the end of 2024 and is expected to grow to USD 93.4 billion by 2033. This growth is driven by factors such as increased disposable incomes and the expansion of e-commerce platforms. While many Gen Z consumers identify as environmentally conscious, their shopping habits often reflect a preference for trendy, low-cost clothing. A 2020 Vogue Business survey revealed that more than half of Generation Z consumers purchase from fast fashion brands despite awareness of the negative social and environmental impacts. The allure of affordable, stylish clothing can outweigh concerns about sustainability, as young consumers navigate the complexities of ethical consumption.

Social Media and Consumer Culture

Social media has further accelerated the consumption of fast fashion. Platforms like TikTok and YouTube have popularized "haul" videos, where influencers showcase large quantities of clothing purchases. This trend has shortened the lifecycle of fashion trends, with new styles quickly replacing older ones. As Dr. Patsy Perry of Manchester Metropolitan University notes, "planned obsolescence" is a key feature of fast fashion, encouraging consumers to buy more to stay current. Aja Barber, author of Consumed: The Need for Collective Change: Colonialism, Climate Change, and Consumerism, highlights the influence of social media on spending behavior. She observes that today's teenagers face more pressure to consume than previous generations, due in part to the constant influx of new trends on social media platforms.

Challenges of Sustainable Fashion Alternatives

Although many young people express a desire to shop more sustainably, barriers exist. Secondhand shopping platforms like Depop have gained popularity among those looking for vintage and pre-owned clothing, yet these options are not universally accessible. Size inclusivity remains a challenge, with many sustainable brands offering limited sizing options. As a result, some consumers, like Sophie Coates, a student from Yorkshire, continue to purchase from brands like Boohoo and Shein, despite a preference for more sustainable choices.

Systemic Change and the Path Forward

Critics argue that the responsibility for changing the fast fashion model should not fall solely on consumers. While Gen Z is often blamed for driving demand, older generations also play a role in perpetuating the cycle of consumption. Parents, for instance, frequently fund fast fashion purchases for their children. Aja Barber emphasizes that fast fashion's flaws impact all stakeholders: "This is a bad system that needs to change on all fronts—not just for the environment or the garment workers, but also for the consumers who feel the pressure to keep buying". Governments and industry leaders have begun taking steps to address these issues. For example, France introduced a "repair bonus" in 2023, offering citizens EUR 6 to 25 for repairing clothes and shoes, aiming to reduce the 700,000 tons of textile waste produced annually. However, broader, coordinated action is necessary to shift the industry towards sustainability.

Conclusion

The fast fashion industry is a complex and multifaceted sector, balancing economic contributions with environmental and social challenges. As demand for trendy, low-cost clothing continues to grow, the need for systemic change becomes increasingly urgent. Addressing fast fashion's impact on the planet requires efforts from consumers, industry players, and policymakers alike. By prioritizing sustainable practices, supporting repair and reuse initiatives, and encouraging mindful consumption, society can work towards a more sustainable fashion future that benefits both people and the planet.

Fashion & Beauty by Freestocks

Resources

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