This Study Shows Gen Z Doesn't Live Up to Its Reputation on Valuing Brand Purpose and Sustainability

VMLY&R Commerce report suggests that corporate social justice is not always top of mind


The creator economy is riddled with 20-something fast fashion influencers who conduct clothing hauls by sprawling bags full of $3 Shein crop tops across their bedroom floors. But Gen Z is also widely known as the most socially-conscious generation, notorious for pressuring brands to set intentional standards for environmental consciousness and social impact.

“There is a lot of research talking about how virtuous Gen Z is…but we also know from stats that fast fashion is booming,” said Debbie Ellison, global chief digital officer at VMLY&R Commerce.

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