#7 From social justice to climate change, Gen Z is known for leading the charge on some of the most pressing issues of our time. They may be the new kids on the block, but GenZ has strong opinions and high expectations of the brands that they engage with.

We know that Gen Z cares about sustainability but their purchasing decisions don't always reflect their values. 

In this week's episode, Brittany chats with Estella Struck, Founder and CEO of Vivine, the first GenZ sustainable product marketing agency, to talk about the gap between what GenZ says that they care about and what they actually are purchasing.

In this episode:

• The contradictions in GenZ's purchasing behavior and the factors driving their spending decisions.

• The perceptions of elitism and exclusivity in sustainable fashion versus luxury fashion and how these perceptions influence consumer choices.

• How sustainable fashion brands can improve their marketing strategies to better connect with GenZ.


• The impact of social media and influencers on GenZ's purchasing decisions and how sustainable brands can leverage these platforms to reach and engage with this demographic.


• Strategies for smaller brands with limited budgets to build a loyal community and foster brand affinity.

Episode Resources:

Estella | Instagram

Estella | LinkedIn

Brittany | LinkedIn

People, Brands, and Things | Instagram

People, Brands, and Things | Substack

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Produced by The Sustainable Fashion Forum