The idea of creating one’s identity is at the heart of Gen Z. Therefore, consumption has become a means for self-expression rather than the purchase or wearing of brands by group norms. According to Francis & Hoefel (2018), “Members of this generation value individual identities, reject stereotypes and practise identity expressions with pragmatism”.

Due to being considered the digital natives of society, the changing micro trends influenced by social media platforms like TikTok influence the consumption patterns of Gen Z buyers. “Gen-Zers […] make up 60 per cent of the app’s one billion-plus users,” (McKinsey & Company, What is Gen Z? 2023). In other words, 600,000,000 young people living in a risk society focused on ethical concerns and achieving stability absorb and contribute to mass consumption. This strongly relates to the people pillar as it seeks to understand both the consumers and people behind the production of garments.

Rising concerns in financial and environmental mean that Gen Z consumers seek brands and companies that allow them to express individuality and choice, whilst ensuring they’re investing in ethical practices that help secure a solid future. One way brands can attract Gen Z is by decreasing financial pressures and economic downturns by offering rewards or points for shopping. As well as easing pressures, this benefits companies and increases the chance of shoppers developing ‘brand loyalty’, promoting a sense of ownership by gathering digital points. Another is through offering environmentally friendly options to safely consume as they wish. However, brands must focus on “Aesthetics plus ethics,” Heinze, L. M. (2014), as identity is still a large part of Gen Z values.

Key people skills brands need to adopt to be successful in today’s society is the ability to respect and appreciate cultural differences. Representation and inclusion not only give marginalised communities a voice, it also widen their pool and attract different types of consumers. One brand that showcases a commitment to inclusivity for both people and the planet is Nike. Nike showcases a range of models and athletes from various ethnic backgrounds, celebrating the beauty and uniqueness of different people and cultures. By featuring individuals with diverse racial backgrounds in their advertisements, this brand sends a powerful message of acceptance and equality: and creates a more equitable and diverse world.

Reference list

HEINZE, L. M. (2014, September 14). *Fashioning sustainability: Understanding the dynamic practices of Sustainable Fashion*. CORE. https://core.ac.uk/reader/212692566 “Aesthetics plus ethics”

McKinsey & Company. (2023, March 20). *What is Gen Z?*. McKinsey & Company. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-zFrancis, T., & Hoefel, F. (2018, November 12). *“true gen”: Generation Z and its implications for companies*. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies