Generation Z is currently the most engaged generation when it comes to fashion. However, they pay attention to where products come from and how they are made. Younger consumers are very concerned about social and environmental issues, which many see as the defining issues of our time. They are increasingly backing up their beliefs with their buying behaviour. They prefer brands that share their values and avoid those that do not. In this episode, your hosts Nefeli and Julia explore all aspects of sustainability and fashion. Their guest, Martyna is the Co-Founder of the ethical, sustainable brand, @sis.tainable. Do not forget to think critically about your consumption habits!

References: 

“The State of Fashion 2019” (United States: McKinsey & Company, 2019), https://acrobat.adobe.com/link/review?uri=urn:aaid:scds:US:1140e5d4-150a-3205-b277-80d5d59f9cd5#pageNum=1.

Lall, Rashmee Roshan. “Gen Z and the business of being woke.” openDemocracy. February 19, 2022. https://www.opendemocracy.net/en/oureconomy/gen-z-and-the-business-of-being-woke/.