Skywire

  Generation Zers express a wish to buy sustainable clothing, but are still big ‘fast fashion’ purchasers Our digital strategy experts at Skywire London have written previously on what might be perceived by some as the “hypocrisy” of members of the Generation Z cohort with regard to their purported attitudes towards – and engagement with – sustainable versus ‘fast’ fashion. It therefore intrigued us to hear of further evidence of this emerging from new research.  Specifically, four researchers from Sheffield Business School at Sheffield Hallam University polled 56 university students in the 18-to-24 age bracket, along with four people aged over 24. Six participants were also interviewed in-depth on sustainable clothing, which can be defined as clothing produced with minimal carbon emissions, and without the exploitation of workers or animals.  Thought-provokingly, it became apparent that while the polled Generation Zers expressed a wish for their clothes to be su...