LONDON - Nine out of ten members of the so-called 'Gen Z' have made changes to be more sustainable in their daily lives with fashion practices playing a central role, according to a new survey by secondhand platform Depop and global consultants Bain & Company.
A total of 2,167 Depop users - all under the age of 25 - in the US, UK and Australia were questioned for the study, entitled 'Futureproof: How Gen Z’s empathy, awareness and fluidity are transforming business as usual'.
It found that 90 per cent had made changes to be more sustainable in their daily lives and that fashion played a central role with purchasing decisions strongly influenced by brand commitments to social and environmental sustainability.
