the growing importance of sustainability and the future of fashion As sustainability has become a significant mainstream concern, Generation Z (Gen-Z) are beginning to use their consumer power to present their beliefs about sustainability. Research has shown that with every generation, the quest for sustainability strengthens. In 2015, a Nielsen report found that 73 percent of Gen-Z and Millennials were willing to pay more for sustainable goods. According to research from the New York University Center for Sustainable Business (CSB), CSB found 50 percent of sales growth among consumer packaged goods between 2013 and 2018 came from sustainability-marketed products, despite the fact such goods account for just under 17 percent of the market. It’s tough to build a case that making the planet a cleaner place is not in everyone’s best interest but the question has always remained about whether the cost of implementing models that make products more sustainable was actually economically sustainable for retailers. So what can you personally do to be as sustainable as possible when purchasing goods (more specifically clothing)? In an article for Forbes titled ‘Sustainable Retail: How Gen Z Is Leading The Pack’ by Greg Petro stated ‘younger generations have … [proven that they are] seeking not only sustainable products and brands, but openly stating they are willing to pay more for them’. A Forbes report from 2019 “The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail,” notes that 62 percent of Generation Z, who will begin entering the workforce this year, prefer to buy from sustainable brands. Further, the majority of Generation Z (54 percent) state that they are willing to spend an incremental 10 percent or more on sustainable products. This compares to 34 percent of Generation X and 23 percent of Baby Boomers. ‘With Generation Z on track to becoming the largest generation of consumers this year, retailers and brands must start supercharging sustainability practices now if they are to keep pace with expectations around sustainability for these next-generation consumers.’ This article also cites several studies that show that a majority of younger generations - 59 percent
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