A 2020 Vogue Business survey of 105 members of Generation Z found that more than half reported buying most of their clothes from fast-fashion brands. Around half the young people they surveyed said that they would continue to purchase from Boohoo, even after learning that workers in Leicester factories that supplied the fast-fashion giant were paid less than £4 an hour. Data from the market research firm Mintel suggests that Gen Z out-consumes older generations when it comes to fashion purchases: 64% of British 16- to 19-year-olds admit to buying clothes they have never worn, compared with 44% of all adults surveyed. And yet Mintel data also shows that Gen Z claims to care more about the environmental impact of their purchases: 70% of 16-19-year-olds agree that sustainability is an important factor when purchasing fashion items, compared with just 20% of 65- to 74-year-olds.
