Gen Z fashion shoppers would return less if the carbon-cost was communicated
Gen Z Fashion Shoppers Demand Transparency on Carbon Impact and Embrace Sustainable Choices
Introduction
Sustainability has become a paramount consideration for Gen Z fashion shoppers, shaping their purchasing decisions in an era of increased environmental awareness. According to data from True Fit, a leading provider of AI solutions for the fashion industry, younger consumers are now seeking greater transparency regarding the carbon impact of their purchases. This shift in consumer behavior highlights the need for retailers to communicate sustainability credentials and provide information on the carbon footprint associated with their products.
The Demand for Sustainable Fashion
True Fit's research, based on a study of over 1,000 UK shoppers, reveals that 31% of Gen Z consumers expect clear indications of a garment's sustainable credentials on its label. Furthermore, 25% of respondents believe that brands should display the CO2 "price" alongside the actual cost of the clothing item, enabling informed buying decisions. This data underscores the growing significance of sustainability information in shaping consumer choices.
Embracing Slow Fashion
Approximately 62% of Gen Z shoppers surveyed expressed their belief that retailers can facilitate more sustainable shopping practices by avoiding fast fashion altogether. Instead, they advocate for the adoption of slow fashion collections, which feature garments manufactured sustainably and designed to last. This shift in preferences reflects a growing desire to align fashion consumption habits with environmental consciousness. With the ethical fashion market projected to reach $10 billion by 2026, 67% of Gen Z respondents indicate their willingness to switch from fast to slow fashion to make more environmentally conscious choices.
The Environmental Impact of Returns
Returns pose a significant challenge to sustainability aspirations within the fashion industry. The British Fashion Council reported that in the UK alone, 23 million returned garments were sent to landfill or incinerated in the previous year, resulting in 750,000 tonnes of CO₂ emissions. This realization has led sustainably minded Gen Z shoppers to consider the carbon impact associated with their returns.
Motivating Sustainable Returns
True Fit's research indicates that 21% of respondents would be encouraged to reduce their returns if they were aware of the carbon emissions associated with the process. Understanding the environmental cost of returns can incentivize shoppers to be more thoughtful in their purchasing decisions, reducing unnecessary returns and their associated carbon footprint. By providing consumers with this information, retailers can foster more responsible behavior.
Addressing Returns and Sizing Challenges
Jessica Arredondo Murphy, co-founder and COO of True Fit, acknowledges that returns are an enduring aspect of the fashion industry and require proactive measures for mitigation. Recognizing that size and fit are the primary drivers of returns, Murphy suggests that incorporating guidance into the buying journey can significantly reduce unnecessary returns while enhancing the overall shopping experience. Two-thirds of Gen Z respondents (65%) believe that improved sizing information or personalized fit recommendations would assist them in choosing the best-fitting items, thereby reducing the need for returns.
Conclusion
Gen Z fashion shoppers are at the forefront of the sustainability movement, demanding greater transparency and accountability from fashion retailers. They expect brands to communicate the sustainable credentials of their products, including carbon impact information. In response, retailers are encouraged to shift toward slow fashion offerings that prioritize sustainability and longevity. Additionally, educating consumers about the environmental cost of returns and providing guidance on sizing can help mitigate unnecessary returns, promoting a more sustainable future for fashion. By aligning with the values and preferences of Gen Z shoppers, fashion brands can create a positive impact while meeting the growing demand for ethical and sustainable fashion choices.