It ain't fashion, if it ain't sustainable

British Academy of Management

Fast Fashion / Gen Z Trends

5 September 2022

2 minutes

Alexander Kovacs / Unsplash

Gen Z Preaches Sustainable Fashion But Practices Fast Fashion. Well, Most of Them

A research finds that Generation Z members want their clothes to be "sustainable" but still regularly buy fast fashion, demonstrating a heaven and hell difference between their espoused ideals and real world practice.

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