Gen Z’s demand for ethical, sustainable fashion brands is catching investors’ attention
Author: Veena Ashiya
According to a report, the fashion industry accounts for 10% of all human-caused greenhouse gas emissions per year. Hence, prioritising sustainable business practices has become critical for brands, not just to attract customers in the current marketplace but also to protect future generations and the planet; we only have one. From young minds like Greta Thunberg to small scale thrift stores famously active on Instagram, the concept of sustainable fashion has taken over the fashion industry. Millennial and Gen-Z shoppers have realised how their purchasing habits affect the ongoing challenge of climate change and what role they can play in safeguarding the environment. They are consciously making an effort to live a sustainable lifestyle and expect brands to lead the way and make the change with them, not just for them.