Despite the constant lust to consume, Generation Z somehow turned their desires to focus on more sustainable shopping habits. In a study done by the Business of Fashion, it was found that Gen-Z primarily spends their money on ethical products. In fact, 54% of Gen'zers are open to spending ten percent extra for sustainable products, unlike baby boomers, where only 23% were willing to. More young people are choosing to shop sustainably since they know the way they consume has a significant impact on the planet.

According to BoF and McKinsey's State of Fashion Report 2019, "nine out of ten Gen-Z consumers believe brands should detail their beliefs on environmental and social issues." Not only is pricing, style, quality, and uniqueness important to Gen-zers, but also how companies respond to social and cultural issues. "Gen-Z wants to see brands tap into activism, absurdity and aesthetics all in one place," said Cassandra Napoli, a strategist at trend forecasting firm WGSN Insight. According to a Draper’s survey, "24% of Gen Z said evidence of equality and diversity would drive loyalty toward fashion brands and retailers." How companies incorporate activism and justice into their brand plays a huge role in loyalty to Gen-Z consumers. The more transparent the company is about its beliefs on current affairs, the more loyal customers can be. Honesty establishes a relationship between the consumer and the company. When a customer feels like the brand is being authentic, they are more likely to repurchase, follow, and share their appreciation for the company online and with friends & family.

Business of Fashion states, Gen-Z has "helped popularize upcycling and reselling used clothes, due to become a $51 billion business by 2025". The younger generation of shoppers is adopting second-hand fashion faster than older generations. In fact, 40% of Gen-Zers are buying second-hand now compared to only 25% in 2016. Resale sites like Depop, Poshmark, Etsy, ThredUp & eBay appeal to younger people not only because it's more environmentally conscious but because of lower prices, a sense of community amongst users, the thrill of searching for one- of-a-kind pieces, and promotion of individualism.

According to Depop, roughly 90% of their users are under the age of 26, making them the Gen-Z holy grail of resale. Depop was founded in 2011 by Simon Beckerman. It's a resale platform where users can have a peer-to-peer selling & buying experience initiating social commerce and communication between the two parties. Depop strives to blur the lines between capitalism and consumers by creating a safe space where buyers feel connected to their sellers, and sellers can develop a relationship with their customers. The app focuses on the shopping experience "that allows users to continually tap into new aesthetics, trends, and styles in one platform," rather than simply pressing the 'buy' button on a regular e-commerce website [M.C. Nanda]. Depop also creates a unique sense of entrepreneurship for sellers to express themselves freely in learning how to create a business. The app allows users "the opportunity to build their brand, realize a creative ambition and build a business," says Peter Semple, Depop's Chief Marketing Officer. Another reason young users are attracted to Depop is for its Instagram-like features. Users can follow other sellers, 'like' items, and scroll through their 'feed' just like Instagram. Because Gen-zers primarily connect through Instagram daily, they feel at ease when their shopping experience feels the same on Depop. The app only gets increasingly popular as more & more people are becoming aware of the value surrounding ethical and environmental consumerism. It's reported that in July 2020, the app had its best month ever (during a pandemic) with over 200 percent of traffic. Semple says, "How do you reconcile the desire to have constant

kind of newness and excitement without either accumulating a lot of stuff or having a lot of waste? That's where Depop is a really good answer." Another incredibly popular way Generation Z has shifted towards more sustainable shopping habits is by thrifting. According to a WTSP report, nearly two in five thrifters say they are replacing fast fashion purchases with second-hand clothing. Refinery29 Fashion Market Writer Eliza Huber said in a statement, "for Gen-Z, thrifting isn't just a way to shop — it's a lifestyle. Thrifting feels emblematic of the way Gen-Z strays from the beaten path. They want to be independent. They want to save the planet. They want to save money – and make money. And they want to do it all in a cute outfit that costs less than $10." Like Depop, shopping at thrift stores has multiple reasons why young people are so attracted to it: saving money, being sustainable, making money from reselling, and the thrill of hunting for something unique. It's estimated that second-hand shopping is expected to be two times bigger than fast fashion by 2030.
With the second-hand market on the rise to becoming bigger than fast fashion and a 51 billion business in less than ten years, it's safe to say that Generation Z are the ones who have spearheaded the fashion sustainability movement. From them popularizing resale sites to demanding companies to be more transparent in environmental practices, they have demonstrated how a generation can inspire & create significant change in capitalism, consumption, and sustainability.