Ema Biliute

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People

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The pillar ‘People’ closely focuses on Generation Z’s values on individuality, sustainable development practices and the rise of technological advancements which lead to sustainable consumerism. Gen Z are individuals of our future, born between the year 1995 and 2010, and are considered to “value individual expression, and avoid labels” (Francis & Hoefel, 2018). Gen Z focuses on individuality, as many customise and personalise their style, 10% of this group often try to buy from sustainable brands (Smith, 2010). Moreover, Gen Z has become the most influential group for all generations in relation to consumption and relatability (Francis & Hoefel, 2018). Fashion Network has reported that Generation Z are the largest adapters of gender-fluid fashion, as 58% purchased an item outside of their gender identity. In addition to this, Generation Z are likely to use social media platforms such as TikTok to gain knowledge of the most sustainable, and relatable brands. It is reported that Generation Z’s purchase methods are still similar to Millennials’ as 53% still prefer to shop in physical stores, yet arguably 92% buy on mobile apps which is a higher percentage than any other generation. 

For a brand to be successful it should focus on inclusivity and authenticity. Not only does Generation Z have the largest market share, “Gen Z is more adamant that brands reflect their values, whilst acknowledging their diversity” (BOF, 2023), meaning that companies must share similar values to gain profit and popularity. Generation Z consume brands that prioritise social responsibility and inclusivity, thus many companies have started to give insight on product development and sustainability strategies. Rihanna’s company ‘Savage X Fenty’ is a great example of this, as she includes a diversity of models every campaign. Recently, Shaholly Ayers, a congenital amputee, was featured in ‘Savage X Fenty Vol. 3’ fashion show without a prosthetic. The company also diversifies in skin tone, as it won ‘Times Magazine’s Best Innovation’ in 2017, by creating many skin shades and including many ethnicities. Although society is moving forward, we are still one step behind, as 95.6% of fashion models are still ultra-thin (Vogue Business, 2023). 

Ultimately, digital approaches to product design will lead to an efficient, sustainable, and responsible fashion industry. Designers equipped with 3D skills and discipline skills can create sustainable solutions for product development, this will “optimise ways which we use and produce textiles” (Audric Thomas, Decathlon France). As Generation Z is the future of the industry, Universities must teach about smart textiles and biodegradable materials so polluting effects in fashion are reduced. Knowledge of circular approaches links to sustainable production. However, “certain jobs are likely to disappear due to automation” (World Economic Forum, 2018), which can lead to a loss of careers in the further future. 

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Planet

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The fragile, and everchanging fashion industry has earned many accomplishments, yet one goal is still not fully reached – sustainability. It’s essential for the industry to cut down its CO2 emissions by 50% before 2030 to save the planet, and its biodiversity. In other words, there is an urgent need for a change in responsible buying and production practices within the industry, to ensure that material is recyclable, and production avoids harm to human life, “The fashion industry is one of the most wasteful, much of this is down to overproduction” (McKinsey & Company, 2016). The pillar ‘Planet’ desperately focuses on the environment, and the industry’s use of natural resources which lead to overproduction and overconsumption. A concerning figure reveals we require 2700 litres of water to produce 1 t-shirt which is equivalent to 3 years of drinking water. “The fashion industry represents a key environmental threat” (Kirsi Niiminaki, 2022). Although the industry has not accomplished the goals of sustainability, improvement can be predicted as “second hand sales almost double between 2022-2027” (WGSN, 2016). 

In order to achieve such a drastic yet needed change, the United Nations introduced 17 Sustainable Development Goals in 2015. This is defined as a “universal call to action to end poverty, protect the planet, and ensure people enjoy peace and prosperity”. 

The 12th goal created by UN refers to “responsible consumption and production”. It interlinks with policies that support a shift towards sustainable practices and decoupling economic growth from resource use. A significant growth in fast fashion has led to an increase of overproduction as 95% of discarded clothing can be recycled, yet only 1% is by the end of its lifecycle. Fast fashion is unethical, and harmful fulfilled by exploited individuals to produce large quantities of low-quality clothing, fast fashion brands are producing TWICE the amount of clothing today than in 2000 (Chloe Lam, Earth.Org). The 12th UN goal will be successful only by challenging these methods of production. “2+ tonnes if clothing is brought each minute in UK, 11 million garments end up in landfill each week” (De Castro, 2021). To accomplish change and success, “sustainable design strategies are going to become essential in revolutionising the fashion industry” (Gwilt, 2020). However, many more companies globally are producing transparent sustainability reports showing the change in production, “reporting has tripled since 2016” (UN SDG Report, 2023). Whatsoever, if consumers and companies don’t follow the Global Goals guidelines, it will be difficult to achieve the 17 SDGs by 2030. 

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