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We have compiled some data about Generation Z that we found incredibly revealing and may be of interest to you also. It can only be a good thing when the younger generation view sustainability and ethical values as important aspects of fashion and consumption in general. We took a look at some of the data & reports that describe Generation Z to understand more. Below we listed some overall conclusions that hopefully can increase our understanding for this emerging group that is expanding quickly in size.


Corporate Social Justice - is essential for companies and brands who want to have a relationship with Gen Z.


A fashion trend among Generation Z.

Gen Z’s shopping behaviours are “strongly influenced” by brands commitments to social and environmental sustainability, according to a new report from marketplace Depop and consultancy firm Bain and Company.

Based on a survey of 2,000 Gen Z Depop buyers and sellers in the UK, US and Australia, the ‘Futureproof: How Gen Z’s empathy, awareness and fluidity are transforming business as usual’ report shows that Gen-Z consumers have shifted how they shop and that they are concerned about consumption, sustainability and self-expression.

Nearly seven in ten (68%) of Gen Z members demand that their clothes are manufactured to the highest ethical standards and 57% feel brands championing sustainability, equality and diversity are getting it right. These figures come from the recent report run by UNiDAYS surveying a panel of more than 18k Gen Z students to explore Gen Z’ fashion trends and preferences, their attitudes to retailers, sustainability, pricing and more.

If you thought that Gen Z is a small demographic group.

Think again!

Back in the days, Apple had a clever and long term strategy to communicate to and with students and schools. They understood that if they had a strong relationship with the student generation, they would likely be loyal “forever”.   Apple founder Steve Jobs said in an interview with the Computerworld Smithsonian Awards Program in 1995 that "- one of the things that built [the] Apple II was schools buying Apple IIs."  

SOURCE (Americanhistory.Si.Edu)

“With 82 million Gen Z-ers becoming vocal consumers by 2026, organizations must commit to a CSR initiative, focusing on authenticity and decisiveness about the world issues, specifically racial justice, that genuinely matter to young adults everywhere.”


“Generation Z includes anyone born between 1995 and 2012 and makes up a quarter of the U.S. population. As digital natives, Gen Z has grown up scrolling, and with 24/7 access to online resources, they are fast becoming the most well-educated and self-reliant generation yet”. 



61% of this generation are willing to pay more for products that are produced with ethical and sustainable methods. Source (


Gen. Z are at the most diverse generation yet: 52% are non-Hispanic white, 25% are Hispanic, 14% are Black, 6% are Asian, and 5% are one or two more races.


56% of Gen. Z are more likely to try a product or service if their favorite online influencer recommends it.


68% of Gen. Z usually consider delivery times and options prior to completing an online purchase.


Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.


Gen. Z’s annual purchasing power is estimated as high as $323 billion in the US, with researchers believing this can grow by more than 4X when accounting for Gen Z’s influence within their household.


68% of Gen-Z expects brands to contribute to society.


66% of Gen-Z says that product quality matters most to them when making a purchase.

64% of Gen. Z:ers will pay more for eco-friendly products

- The hunt for sustainable clothing has popularized worldwide, according to Google trends. 

- With 70% of Gen. Z preferring brands they consider ethical, companies need to incorporate social justice into their initiatives and fast.



Generation Z (or Gen Z for short), colloquially also known as zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years Most members of Generation Z are children of Generation X. SOURCE (