Researching Consumer Behaviour and psychology

JULIETTE DRAPER 18020979 FASHION MARKETING YEAR 2 LOUISE STUART TRAINER

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EXECUTIVE SUMMARY Across the globe, an increase in environmentally conscious teenagers has been noted. This can be due to a number of factors such as the rising climate, deforestation, or animal extinction. This well educated group of 12-19 year old’s, understand this issue fully and are commonly known to educated family and friends around them who are ignorant to the effects of climate change. With inspirational leaders like Greta Thunberg, this passionate segment of people are determined to diminish the problem. This can be seen through climate strikes by children across both nations. This worry of the future of the planet has lead to a huge increase in practices such as veganism, recycling, cutting out single use plastic and planting trees. Living their youths online, teens document their environmental practices through social media. Social sites such as YouTube, Instagram and Snapchat have millions of posts on ecofriendly content. This segment has strong, passionate views on animal protection, sustainability and recycling. Fast fashion is no longer in fashion for this woke generation. Hungry for more ecofriendly brands and influencers, this segment are waiting for change.

Contents 2.1 Executive Summary 3. Introduction to segment 4.US Segment 5. US Pen Portrait 6. UK Segment 7. UK Pen Portrait 8-9. Secondary Research 10. Primary Research 11-12. Conclusion/ Recommendations 13-14. Customer Insights Boards 15. Index 16. Bibliography

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ENVIROMENTALLY CONCIOUS TEENAGERS Around the globe a new wave of 13-19 year old's are sounding the alarm on climate change and environmental issues (Asmelash, 2020). This group makes conscious decisions to help decrease the pollution of the planet. With the effects of global warming becoming increasing evident (Nunez, 2020), this is an rapidly growing group of people who are concerned for their future and the environments.

Their core values are recycling, sustainability and animal rights.

Young people take small steps to be eco friendly, they prioritize issues such as reducing plastic consumption, ecofriendly clothing, veganism, recycling and reducing carbon footprint.

This is a global movement with over 150 countries participating in the 2019 global climate strike, it was seen as one of the biggest protests to date. 2019 was the highest number of climate activists to date which is now only increasing.

This new generation of aware, awake and conscious young people are actively seeking sustainability solutions especially within fashion which produces 10% of the earths carbon footprint. it is huge economical potential (Salyer, 2019).

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In the US, being environmentally conscious is the most popular amongst Gen Z and Millennials.

Studies demonstrate that in the US, females are more environmentally conscious than male (Boesel, 2020).

Snapchat, Instagram and Facebook are some of the most popular social media platforms in America. A new platform, which was created in 2017, Tik Tok is one of the largest social media platforms in the US (Business Insider, 2020), it has been downloaded 1.2 billion times and is especially popular amongst the Gen Z demographic (Leskin, 2019).

A VSCO girl is a new subculture, usually adopted by teens in the US. The hashtag on Instagram has 1.9 million posts. Their values a line with the environmentally conscious. One of their stereo types are using metal water bottles and straws to prevent plastic waste. They have a shared aesthetic. Mostly seen using Instagram and Tik Tok, these social media platforms can be seen as defying the culture of these youths in America.

American teens are family orientated, they are influenced by family members. 92% of teens said they want to make their family proud.

This segment can be heavily influenced by positive recommendations, brand values and brands they trust. Studies show that 42% of American teenagers believe that the best way for a brand to represent their values is through environmentally friendly practices and 39% said treating animals ethically was most important to them.

In their spare time, US teens top results on how they want to spend their time are: • Socializing with friends in person • Watching shows/movies • Playing video games (Mintel, 2019) (Fona.com, 2019)

“We've passed the time where fast fashion was seen as acceptable” – Grace Beverly Of teens felt brands should be environmentally conscious

42%

Of teens felt like they are constantly online (2018)

45%

70%

Shop online 4

PENPORTRAIT Chloe Robert is a 16 year old girl, she lives in Los Angles, USA. Her days are mainly spent attending secondary education She lives at home with both parents and her brother.

Chloe gets a weekly allowance of $50 from her parents, she is middle class and lives in a privileged area.

In her time outside of school, she enjoys going out for vegan food with her friends, going to the beach and art projects.

She uses Tik Tok and Instagram daily and uses it as a platform to communicate with her online followers, which are very important to her.

She would class herself as a VSCO girl.

People who inspire her are her family, celebrities and online influencers.

Chloe, like all of her friends are environmentally conscious and practice sustainability.

She usually shops at Urban Outfitters, Hollister and ASOS. The allowance she receives is usually spent on clothes and food.

Her favorite celebrities are Ariana Grande and Miley Cyrus.

Her personal style is very boho-hippy-chic, she is usually wearing summer clothes, self tie-dyed garments and a lot of denim.

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UNITED KINGDOM

Gen Zers in the UK are developing a reputation as keen and concerned environmentalists. This is due to a number of secondary school strikes by students in summer 2019, with children around the world walking out of the classroom in protest for faster government action against climate change. 43% of Gen Zers in the UK say that they were inspired by the classroom protests in 2019 (Mintel, 2020).

This generation of teenagers has a strong online presence with over 91% owning a smart phone. This dominates their free time. This tech based group will spend most of their evenings browsing the internet, watching the television or chatting with their friends online. 59% of teenagers felt they spend too much time online in 2019 and 55% said they felt part of an online community.

In the UK YouTube is the most popular social media platform it is used by 84% of teenagers, Tik Tok is the least with only 11%.

The number of vegans in the UK has quadrupled between 2014 and 2019 (The Vegan Society, 2019). Whether being due to health, ethical or environmental reasons, the country as a whole is becoming a more eco-friendly environment. Research shows that 40% of teenagers have reduced the amount of meat they are eating due to concerns about protecting the environment.

The UK segments are very influential, the biggest influences to this generation are: • Family Members • Actors / Musicians / Artists • Sports Stars / Athletes

66%

SPEND WEEKDAYS AND WEEKENDS BROWSING THE INTERNET

57%

ENCOURAGE FRIENDS/FAMILY TO BE ECOFRIENDLY

68% OF GEN Z LIMIT THEIR PLASTIC USE

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Katherine is 17, she lives London, UK Katherine lives at home with both of her parents, she lives in north London and goes to a private school.

She has a younger brother and an older sister.

Katherine does not have an income or allowance however her parents will give her money when she asks for it .

Besides school, she enjoys going visiting her friends, walking her dog, going shopping and the gym.

Most of Katherines spending are on clothes and food.

She is not a vegan however she likes to cut down on animal products and is very health orientated when it comes to food mainly influenced by her parents and Instagram.

She is very environmentally conscious, which influences her fashion choices.

She buys high quality clothing and is totally against fast fashion.

Katherine loves ranges such as H&M conscious and the ASOS eco edit.

Her passion for climate change has lead her to takes part in environmental protests with her friends.

Voices her opinions on twitter about sustainability.

Her inspirations is Greta Thunberg.

PEN- PORTRAIT 7

SECONDARY RESEARCH

17.22M

8%

VEGAN There are an estimate of 5.6 million teenagers in the UK in 2020. With over 68% being environmentally conscious, that creates a market of 3.8 million.

teenagers in the USA a study of 2000 adolescents said 41% are or want to become greener.

Putting an average of 17.22 million.

ENVIORMENTALLY CONCIOUS TEENAGERS

£2800

(Ons.gov.uk, 2020) YEARLY

SPENDING

A UK teenager will spend an average of £54 a week. The highest margin of spending is on clothing and shoes in the UK. 63% of teens receive a weekly allowance and an average of 21% earn their own money. Teenage spending is adding 1.7 billion into UK economy every year. (Bbc.co.uk, 2019)

VEGAN

ENVIORMENTALLY CONCIOUS TEENAGERS USA With 42 million

3.8M

UK

0.5%

Studies show that an American teenager will spend an average of $104 a week.

Similarly to the UK, the highest margin of spending at 38%, is on clothing and shoes.

72% of American teens ask their parents for money when they need it. The American Teenager adds 44 billion dollars into the SPENDING US economy each year. (Fona.com, 2019)

$2600

YEARLY

(CNBC, 2019)

(Mintel, 2020), (Statista.com, 2019)

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UK

WEEKEND ACTIVITIES US BROWSE INTERNET

64% 63% 62% 61%

WATCH TV MEET UP WITH FRIENDS PLAY VIDEO GAMES

41% 48%

35%

This graph shows how teenagers in America 70% and the United Kingdom spend their time on the weekends. It is clear to see that in both countries, the internet is the clear favorable choice for this segment. In the UK all activities are similar in percentages however the US side demonstrates the popularity of the internet in comparison of other channels for leisure.

(Mintel, 2019)

UK The chart below demonstrates the popularity of social media within the two segments. With the 57.5% highest percent of teens saying they frequently use the app, YouTube is top. YouTube has been 80.1% seen as ‘the new television’ for teens (Financial Times, 2014). Facebook is considerably more 71.9% popular in the UK in comparison to the US. Overall the percentages are higher with the US 77.3% side, this demonstrates that American’s have more of an online presence.

(Statista.com, 2019) 11%

SOCIAL MEDIA SNAPCHAT

US 69%

YOUTUBE

85%

INSTAGRAM FACEBOOK TIKTOK

72% 51% 52.5% 9

INTERVEIWS PRIMARY RESEARCH As a way to collect qualitative data, interviews were set up to gather a more personal understanding of each segment. When conducting the interviews, 3 teens from each country were chosen. They were selected from an online Facebook group which is made up of climate activists and the environmentally conscious.

The same questions were asked to the teenagers, to be able to recognize the differentiation and similarities between the two countries. A mix of The interviews were done through Facebook messenger and in a call.

Looking at the results (Index) of the interviews took place, there are a lot of similarities within the responses. Every candidate expressed their views on their standpoint of being environmentally conscious. A lot of popular themes consisted of mentioning the importance of recycling, reusing and animal welfare.

Veganism is a huge aspect of being environmentally conscious not only for the animals sake but for the environment they live in as well.

fashion and cheap clothes are unwelcome to the environmentally conscious. The candidates like to buy quality products that will last them a long time, rather than having to buy cheaper products more frequently.

There was a divide when it came to the fashion element of the interview, the US enjoy buying their clothing second hand from thrift stores and online retailers such as Depop.

It was a lot more popular to wear high street brands in the UK. It was clearly demonstrated that fast fashion, throw away

Their ideals for what is most important when helping the planet, the majority mentioned reducing single use plastic and replacing with much more durable re-useable items.

“I couldn’t tell you one celebrity associated with eco friendly fashion” – Female 19 … popular than what it is. It was a strong theme that well known brands should be offering environmentally beneficial clothing as the demand is clearly not met and people are willing to pay.

Additionally mentioned is the lack of celebrities endorsing eco – friendly ranges.

One notable comment mentioned by all participants is that ecofriendly clothing should be more …

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WORD ASSOCIATION

UK

• • • • • •

Funny Snapchat Cringey Funny Entertaining Love it

• • • • • •

Trendy Smart Don’t mind them Great Animal rights Vegetables

• • • • • •

Awful brand Cheap Ugly Not for me Tacky Fast fashion

US

PRIMARY RESEARCH Inspirational Brave Climate strike Environmentalist Leader Inspiring

• • • • • • • • • • • •

Zoella David Dobrik Emma Chamberlain Mr. Beast David Dobrik Jenna Marbles

• • • • • •

Scary Recycling Real Worrying Global warming Worrying

A group of 6 teens were gathered, 3 from the UK and 3 from the US. The word association interviews over were conducted the phone, this gave an opportunity to hear peoples instant reactions.

The results demonstrate young activist’s opinions on popular culture previously researched throughout the report. There are some differences between the two countries which hadn’t yet been noticeable. For example, the US seems to enjoy using Tik Tok more. The UK seems more culturally aware of veganism than US teens.

Some strong similarities between the countries are opinions on famously fast fashion brand Boohoo.com. All replies were negative, which demonstrates the unpopularity of fast fashion amongst the environmentally conscious. Additionally, Greta Thunberg all have a unison of positive answers. She is a role model in this community. An interesting answer to note is the YouTube results, all of the answers were youtubers, unlike tik tok which was just descriptive words. This highlights that the influencers are a huge part of the brand rather than just a social platform.

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NO CHALLENGE POSES A GREATER THREAT TO FUTURE GENERATIONS THAN CLIMATE CHANGE – BARACK OBAMA

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Looking at the research provided there are some very critical ideas that should be seriously taken into consideration when marketing to these segments.

1.

Environmental factors

The temperature of the planet is proven to be rising.

The goal for an environmentalist is to cut down/stop climate change, by reducing greenhouse gases. Other factors environmentalists are passionate about are animal welfare and reducing damage to our planet due to excess waste and deforestation.

The interviewees elaborated that cutting down the use of plastic is, in their opinion, is a critical method on being more eco-friendly. This should be taken into account and considered when targeting these segments. Reducing plastic can be easily done through packaging, tags, hangers. Looking at replacement materials would be recommended even at a higher price point, environmentalists are willing to pay.

Other ways to create eco-friendly clothing that will be beneficial is teaming up with charitable organizations such as wildlife protection/preservation, tree planting and cleaning the ocean, purchasing the garment would donate proceeds to these companies to help. Materials to take into consideration are vegan leather and sustainable cotton that avoids chemicals in its growing stages could be a useful material to develop.

Producing high quality products will benefit the environmentally conscious teenager, it was a recurring theme that quality is favored over quantity. Not having to throw clothes away is an effective way of reducing textile waste therefore clothes that withstand time and are durable are much more popular to this segment.

2. Social Factors This is such a unique time in our lives that we have the ability to be more social than ever before. Gen Z are paving the way of social media and even showing the adults how to use it.

YouTube, Instagram, and Tik Tok are the most commonly used by 13-19 year old’s. It would be beneficial to target the segments through channeling advertisements through these platforms.

5.Technological factors

6. Legal CONCLUSION

A big part of these platforms are influencers.

With a huge online presence, these celebrities are watched by millions. Some have already created monumental positive environmental influence by helping plant planting ten million trees through online donations, this is much more unheard in relation to fashion. An interviewee stated that they couldn’t name one celebrity who was associated with eco-friendly fashion, this is a clear gap within the market, teenagers need more environmentally conscious influencers. Youtubers are a huge part of teenagers lives in both countries, it could be beneficial to endorse/ sponsor some as an effective way of advertising.

A lot of young people are commonly influenced by their parents, usually imitating their values. A lot of a teens parents have a lot of influence on what their child is wearing. Commonly most parents will either be buying the clothing themselves or approving of their child's new clothing. It would be advised to ensure the clothing is adequate and appropriate to the segment to get approval from adults.

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3. Economic Factors

4. Technological Factors

The reason all brands aren’t fully sustainable and eco-friendly is that it comes with a price. It is more expensive to source sustainable materials, it would be advised to research and develop ways to keep the costs down so it doesn’t drastically effect the products.

The world around us is always advancing technically, evolving and discovering new ways to further our knowledge. This can be beneficial if research in garment technology is looked at. Doing this could give you a huge benefit over the competition as new fabrics that are extremely beneficial to the environment could create a lot of popularity as it could be unique to the brand.

Teens most of the time do not have a source of income and it is likely they aren’t making too many buying decisions. It would be advised to price clothing appropriately to keep as many customers as possible. The quality should not be hindered however the prices should be reasonable.

The primary research provides evidence that eco-friendly shoppers would not mind having to pay extra if it means their having a positive impact on the environment. It would be recommended to keep the pricing similar as possible to already available ranges. This will influence teens to buy as the price will encourage purchases and reduce the association that eco-friendly costs more.

One of the biggest factors to take away from this report is that technology is a crucial part of everyday life for both segments.

With the highest amount of users online to date, marketing should be very online based. An account of each social media will provide as much free coverage as possible.

Posting relevant content that teens can relate to will enhance online popularity to create a large following to advertise the brand.

Posting content from Greta Thunberg, Youtubers, and Tik Tok videos will give the consumer something to relate to the brand.

Range should be easily accessible online for the best results of sales, In store shopping however shouldn’t be ruled out. A large proportion of people who are buying teens clothing are parents, who favor both online and in store.

These are some of the most popular youtubers around right now, they have a huge influence on young people with a combined following of 47.32 million on YouTube alone. These could be influencers to consider as they have a positive influence to teenagers. Left to Right, Zoella, David Dobrik, Emma Chamberlain.

Key Motivators • Sustainability • Animal Welfare • Recycling • Social Media • Family/ Friends • Aesthetic

An online store is crucial for this segment, more beneficial than an real life store. The eco-friendly

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Appendix Primary research Person 1

Person 2

Person 3

Person 4

Person 5

Person 6

PLASTIC

Recycling

Pollution

Damages the environment

bottle

Recycling

Bad

GRETA THUNBURG

Inspirational

Brave

Climate strike

Environment al-ist

Leader

Inspiring

VEGANS

Trendy

Smart

Don’t mind them

Great

Animal rights

Vegetables

BOOHOO .COM

Awful brand

Cheap

Ugly

Not for me

Tacky

Fast fashion

YOUTUBERS

Zoella

David Dobrik

Emma Chamberlain

Mr. Beast

David Dobrik

Jenna Marbles

CLIMATE CHANGE

Scary

Recycling

Real

Worrying

Global warming

Worrying

TIKTOK

Funny

Snapchat

Cringey

Funny

Entertaining

Love it

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AMERICAN INTERVEIWS

Male – 17

What do you think are the most effective ways to reduce climate Would you consider yourself an environmentally conscious person and change? why?

What do you think of eco-friendly fashion?

“I love it, I actually have a couple of eco- friendly t-shirts”… “They were from H&M, I dont think they were very expensive, I wish more brands would sell eco-friendly clothing because I’m sure I would buy it”

Female – 19

…I love the clothes and it makes me happy Would you consider yourself an environmentally conscious person and knowing I’m not why? contributing to the “I think the big business’ need to landfills.”

“Yes, I would. I think that global “Totally! How can people say they realize the seriousness of climate warming is one of the biggest aren’t these days.”… “ I think I am problems facing our planet at the Would you pay more for change, all single use plastic should be because I actually care about the moment. It makes me feel like a better band from stores across America, environment, it makes me sad, seeing an eco friendly garment? person knowing I am doing something the effects of it. Animals becoming packing is totally unnecessary and good in the world.” extinct and loosing their homes for “Yeah, not a crazy amount wasteful.”… “If everyone stopped What is your favorite clothing store? money, it’s actually awful” How do you practice being more but a few dollars I drinking dairy, it would make a huge “Erm… I have plenty I would say environmentally conscious?

How do you practice being definitely wouldn’t mind. I difference it says online that it is worse Topshop, Forever 21 and Urban environmentally conscious? love helping the planet so I Outfitters are my favorite” … “I like “I just make small changes in my day, than the oil industry.” like getting public transport, avoiding don’t mind at all.” them because they have fun styles and “I recently donated to a tree planting single use plastic and I like to cut down organization”...”I’m a vegan, so there are always up to date with the a lot in dairy” is that. I also recycle everything, I What do you think are the fashion.” donate my old clothes and I drink out Female – 15 What do you think of eco-friendly of them metal water bottles so I rarely most effective ways to fashion? reduce climate change?

Would you pay more for an eco use plastic bottles.. Or plastic bags Would you consider yourself an actually!”

“I love it! I think it’s a great idea, all environmentally conscious person and friendly garment?

“Erm, probably just make brands should introduce it.”…”I why?

What do you think of eco-friendly usually just buy quality items that I small changes to your “Probably, the ones I already have fashion? will wear a lot of times, I think it helps “Yes, I care about my future on this were not very expensive, my mom daily life, like obviously reduce textile waste, I’ve had a pair or planet, half of the animals we have “I think it’s a great idea, it should be recycling, reduce plastic buys me the clothes I want and I don’t made the normal thing. They should Levi’s for almost 4 years now!” will be extinct soon, it is awful” … “i think she would mind pays extra usage. Buy quality not make it illegal to produce clothes in first learnt about in class and it made because she loves recycling” What is your favorite clothing store? none ethical ways anyway.” … “I think quantity to stop you me think a lot more about my actions” celebrities should be encouraging this creating rubbish. Don’t “My favorite physical store to shop in fashion, I couldn’t tell you one use animal products, sign is thrift stores because I feel that they How do you practice being celebrity associated with eco friendly are unique, and they can change the petitions, try and get environmentally conscious? fashion.” world.” public transport if you “I recycle a lot at home, I stopped What is your favorite clothing store? can.”

Would you pay more for an eco using plastic straws and plastic bottles. friendly garment?

“I don’t really shop in the malls At school we planted a load of trees in anymore, I love Depop. They sell the area, that was fun we also “Probably, if I needed a plain white t basically new or second hand clothing, shirt I wouldn’t mind paying a bit extra participated in the climate strike” but you get a lot more choice than for one that I know is doing the world thrift stores…

17 some good.”

BRITISH INTERVEIWS

Female – 14 Would you consider yourself an environmentally conscious person and why?

“I think I am. I care about the environment. In school they taught us the effects of global warming and I think we need to stop it, because we made the problem otherwise there will be no wildlife left and the streets will be full of rubbish.”

How do you practice being environmentally conscious?

“I always recycle at home and me and my mum bring our own bags when we’re out shopping. I never litter, ever.”…” I take my reusable water bottle in with me to school, and I’m always telling my friends off for not recycling their rubbish!”

What do you think of eco-friendly fashion?

“I would definitely wear it, it has to look nice though. I’ve never actually seen it or heard much about it to be honest. I think it should be made trendy to wear eco friendly clothes.”

What is your favorite clothing store?

“I usually get my clothes from Zara or Topshop, I like ASOS as well they do good quality clothing, it doesn’t look cheap or tacky.”

Would you pay more for an eco friendly garment?

How do you practice being environmentally conscious?

“Yeah I think so, I don’t think my mum would mind if its helping the planet. Anything more than a tenner extra I think would be too much.

Unless it was really nice and worth the extra.”

“I recycle everything, I buy my clothes second hand most of the time and never ever buy from fast fashion brands. I’m not a vegan but I like to reduce the amount of meat I eat, I also try and waste as little as possible. I cut single use plastic out as much as I can, I also get the bus to reduce my carbon footprint.”

What do you think are the most effective ways to reduce climate change?

“Its easy, everyone needs to start recycling, planting more trees and stop using useless plastic like bottles or straws. The straws get stuck in turtles noses when they are in the ocean I saw it online it was horrible.”

Female – 17

Would you consider yourself an environmentally conscious person and why?

“Definitely, I strongly believe in being eco friendly. Who would want to damage the environment? I think it is one of the most important issues facing our world right now”

What do you think of eco-friendly fashion?

“Great, I’d love to see more from certain high street brands who probably cause so much pollution filling landfills with textile waste, I would definitely buy from them if they did start doing this, it isn’t hard to be eco friendly!”

What is your favorite clothing store?

“I really like Depop, I can get my favorite designers and brands for cheaper than retail, and because its second hand it does stop clothes being thrown away, this makes me happy.” … “Sometimes I do like the charity shops however Its rare I’ll see something I like, vintage shops are good for this too!”

Would you pay more for an eco friendly garment?

“Yeah if it wasn’t loads more. Some things I wouldn’t buy second hand like pajamas, plain t-shirts, socks, you know? So if there was a good eco friendly alternative I would definitely choose that over it..”

What do you think are the most effective ways to reduce climate change?

“RECYCLING, and just stop using pointless plastic in general! Get rid of fast fashion companies definitely and veganism which is becoming a lot ore popular. People should donate to wildlife charities. I think the government should make laws to prevent over usage of plastic, cutting down trees etc., it’s a threat to all countries.

Male – 19 Would you consider yourself an environmentally conscious person and why?

“I would call myself that definitely, I think I am because I’ve been raised with these views and I couldn’t agree more with helping save our planet.” …” I love to encourage others to be more sustainable, I care a lot for our planet.”

.. recycle, obviously! Erm I try to cut down on the clothes I buy because I use to buy so many I would have to throw a lot away, now I am older I have learnt to buy quality over quantity.”

What do you think of eco-friendly fashion?

“Great, we should see it more often, especially with how much pollution fashion causes. I’ve seen a few brands like H&M and ASOS have clothes that are eco friendly but honestly that’s all I could tell you, quite shocking when you think about it.”

What is your favorite clothing store?

“I like street wear brands, I wear a lot of Adidas, How do you practice being Champion and Nike. environmentally conscious?

They have good stuff that “I buy things that can be reused, I love doesn’t go out of style the cotton tote bags I’ve got about 10 and lasts me a long time.” at home, haha. I actually drive a electric car too, it is very easy to use one in my area, very efficient. I …

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