PEOPLE
There are four pillars in the sustainable study which is People, profit, purpose and planet. It’s undeniable that the pillar PEOPLE is an integral part of sustainability of fashion.
Take ourselves as an example the GEN Z group accounting for a large proportion of nowadays consumer group. Gen Z is currently the second-youngest generation, with millennials before and Generation Alpha after. Like every generation, Gen Z’s behaviors are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse. The first Gen Zers were born when the internet had just achieved widespread use. They’re called “digital natives”—the first generation to grow up with the internet as a part of daily life. (The A to Z on gen Z (2023) McKinsey & Company.)When Gen Z grow up and have purchasing power, their purchasing decisions will often be influenced by the Internet or social media. Today’s young people’s purchasing consumption is often very different from that of the older generation. They may pay more attention to the appearance of things. This does not mean that they are flashy, but that they pay more attention to their own image like the abbreviation called OOTD and the first impression the leave to others.
Gen Z’s tastes are becoming more and more picky. They not only have high pursuit of the quality of goods, but also have certain requirements for its functions and appearance. So now major brands are doing their best to cater to the tastes of young people and capture their eyeballs and wallets. For example, Nike’s basketball series will be co-branded with some basketball superstars. This is actually using the celebrity effect to attract consumers. Or some big brands will sponsor celebrities’ outfits. When consumers see celebrities’ outfits on social medias, they will follow suit and buy. This can also achieve the goal.
In the Z Generation, Diversity is also a standard for the young to make a choice. Diversity today includes but is not limited to the richness of a brand’s offerings. For example: Generational Diversity, Race and Ethnicity Diversity, Gender and Sexual Orientation Diversity Sexual Appearance Diversity and so on.(Chan, B (2020). All Types of Diversity with Examples. Available at: https://diversity.social/workplace-diversity-types/)For example, UNIQLO has products for various genders and sizes, and like many brands, UNIQLO also attaches great importance to sustainable development and implements it into its products. Isn’t this a manifestation of diversity?
There are many successful brand cases on the market today. The most basic element of a successful brand is the product itself. Such as product design, product price and product quality. The most basic things that often catch consumers’ attention and make them pay are these three points. At the same time, the Gen Z is one of the largest consumer groups today. Some celebrity effects, brand co-branding, and targeted marketing are essential.
Generally speaking, the Gen Z is ushering in a new era. The oldest Gen Z group may be graduate students or already working, and the youngest is already in junior high school. They are people who live at the intersection of the new era and the old era with more advanced ideas, which shows the word PEOPLE is one of the most important pillars in the sustainable study.