The "Greta Thunberg generation" demands more inclusion and commitment from retailers. However, these customers remain the backbone of fast-fashion, one of the world's most polluting industries. Gen Z is stuck in a difficult compromise.
The latest Bain & Company report reveals that 90% of Depop users as Generation Z adopt a more sustainable consumption pattern. Born between 1995 and 2010, these digital natives represent 40% of global consumers for 2021. Ready-to-wear retailers are keen to attract this young clientele whose purchasing power represents US$150 billion. To successfully win this business, retailers must understand and respond to several factors that drive spending.
Identity. Generation Z places
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