What do Gen Z shoppers want?

Gen Z rank things like style and product quality over ethical concerns like environmental impact, according to new research. In research by UNiDAYS the views of 17,500 verified students and found that in 11 of the 12 industries, ethical considerations did not place in the top three most important considerations. Generation Z is composed of those born between 1995 and 2010, which means that the oldest are about 24 and are just entering the workforce. Within fashion, the results showed that Gen Z students feel it is more important that brands produce ‘stylish’, ‘high quality’ clothes, with ‘great new ranges each season’, than that they behave ‘environmentally responsibly’ or in an ‘ethical’ way.

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