People Blog
8 billion people on this planet equals greater diversity, opinions, and everything in between. This blog will highlight the values, trends, and unique traits of individuals as well as a society. Gen Z consumers, who differ greatly from millennials, will highlight the impact of technology on behaviour and portray a generation that are stuck with no desire for significant change. (See figure 1.)
Gen z consumers are a ‘digital age’ generation that have become an integral part of the fashion industry. Gen Z views, that mainly stem around racial justice, finance, and expression, dictate the global changes that need to be made by many brands and organisations (McKinsey & Company, 2023 b) The conduct of ethical practices and saving the planet has had a significant influence on Gen z’s in the recent years. It has changed their attitude towards the relationship between lifestyle and the future. A McKinsey and Company, study revealed that “73% of Gen z’s try to make purchases from ethical brands and 9/10 believe that companies hold the responsibility for following the correct principles.” (Amed , I et Al. 2019 a). This ultimately puts more pressure on the fashion industry to become more sustainable for the idealistic Gen Z’s that “demand commitment and accountability.” (McKinsey & Company, 2023 c).
Inclusivity is one way to ensure “a better quality of life, which is more valued than surplus income for 73% of Gen z consumers.” (Barth, M. 2023) It is an imperative factor in modern society because it gives Gen z’s the opportunity to be unique and express their personality without feeling suppressed. Nike is one of many brands that have sparked major change and promoted diversity through the launch of the Nike sportswear modesty range. (Benissan, E. 2022) In doing so, Nike have enticed a wider range of cultures and people of different backgrounds to come together comfortably and take part in activities they enjoy. The Japanese brand Uniqlo have also responded well to diversity by directly supporting refugees since 2016 and making a conscious effort to employ them in various departments. (Amed, I et Al. 2019 b).
A successful fashion brand must utilise emotional intelligence to understand and maintain a strong and genuine relationship between them and Gen Z’s in such a hyperconnected world. Brands must be able to adapt efficiently, be transparent with consumers and develop creativity to help them stand out from other brands and achieve targets. This can all be achieved using technology, the future.
Reference List:
Amed , I Balchandani, A. Beltrami, M. Berg A, Hedrich, S. Rölkens, F. (2019) ”The Influence of ‘woke’ consumers on fashion”
https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion
Barth, M. (2023) Fortune, “Gen Zers are turning to ‘radical rest,’ delusional thinking, and self-indulgence as they struggle to cope with late-stage capitalism.”
Benissan, E. (2022) Vogue Business – “How Nike and Adidas are tapping the modesty sportswear opportunity”
McKinsey & Company, (2023) “What is gen Z?”https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z