Gen Zs aren't waiting for others to stop climate change. They're taking the initiative right this moment — and some of their favorite brands are following suit.
Most apparel consumers have no idea how or where their clothes are made, and for a long time few have questioned it. But with the rising social consciousness of Gen Z, and their use of social media to demand more transparency from retailers, we may be witnessing a sea-change in the way that apparel brands operate.
A recent UNiDAYS survey revealed that Gen Z students are worried about the future. Brands that give back are getting ahead by building meaningful and lasting connections with Generation Z.
Most of us can attest to denim’s resilience; how a pair of blue jeans purchased ten years ago could still be worn today without any sign of wear or tear. In fact, the oldest-known pair of Levi Strauss jeans is about to celebrate its 140th anniversary — and if it wasn’t safely behind museum glass, it would still be wearable. But few of us could have predicted recycled denim would have enough staying-power to provide insulation for housing. Regardless, that’s exactly what a new corporate social responsibility initiative known as Blue Jeans Go Green is setting out to accomplish in the US : By recycling hundreds of thousands of pairs of worn-out jeans, Blue Jeans Go Green hopes to provide warm interiors for those in need of homes.
Earlier this October, Alex Gallagher, CMO of UNiDAYS, spoke at Advertising Week in New York about the relationship between marketers and Generation Z — and the need for marketers to understand their own particular brand’s relation to Gen Z in all its depth, nuance and detail.
Want to know something that’s even harder than marketing to Gen Z? Becoming an entrepreneur. Yet that’s precisely what 97% of Gen Z in the UK aspire to do according to an Open University study. And that’s not the half of it. “This is a generation that has actively had entrepreneurial opportunities growing up – in many ways, if you’ve grown up managing your personal brand on Instagram, you’re much better wired to think of yourself as an individual brand” says Arun Sundararajan, a business professor at New York University.