PEOPLE

Gen- Z describes the generation born between “1996 and 2010 with identity shaped by the digital age, climate anxiety and the shifting financial landscape” (McKinsey 2018). ¼ of the population (gen-z) have spent their youth on the internet, averaging at 6 hours a day online. This has ultimately resulted in people having conscious online presence, a passionate approach to both sustainability and racial justice, whilst also accepting cultural differences. (Francis and Hoeffel, McKinsey). Although fast fashion and micro trends are an indiscretion of gen-z, around “70% purchase from what they consider ethical” (McKinsey 2018). Targeting generation- z should be the focus for all brands to prolong a successful business. Consequently, businesses must “look beyond tangible products and actually try to understand what makes a company tick” (Bo Fineman). Fashion businesses shouldn’t be focusing on the act of designing but rather the relationships with those within industry and the people pillar.

Founder of the Fashion Revolution, Orsola De Castro appeals to this generation to plead for greater transparency within the industry. The tragedy of the Rana Plaza disaster, Bangladesh exposed “the fashion industry true colours after the collapse of a building in Baca killing over 2500 women” (Castro, O). Since this catastrophe, retailers have become more transparent within their inner business workings. Gen-z proactively have encouraged a more ethical process for high end and high street retailers. For example, a sustainable swap scheme was introduced in 2012 by UK brand M&S who began “Schwopping  ” in collaboration with Oxfam, to reuse and repurpose unwanted items (Gwilt, A end of life). This is an “initiative that urges consumers to bring unwanted clothes to M&S stores when buying something new” to help improve “disposal behaviour”. This initiative was a sustainable success for retailer M&S in “7.8 million garments being recovered, generating 5.5 million for Oxfam” (Bokken, N. Business-led sustainable consumption initiatives). However this is only the beginning, as significant improvement from large corporations is still necessary within sectors of ethical production, consumption, and diversity.

The 1990s was arguably the worst generation for diversity and inclusivity within the industry. As noted by fashion commentator Tony Glenville, Jean Paul Gaultier’s 2010 saw the initial development of inclusivity within the model industry, instead of “underage and underweight blonde women seen on runways in the 90s” (Glenville, T). over the past decade, the industry has vastly improved, with “beauty brand MAC cosmetics demonstrated efforts to promote social inclusion by including plus- size individuals in their ads, who used to be excluded from advertising industries” highlighting an improvement and inclusivity of body image.