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Generation Z, 

 In them we trust.

We have compiled some data about Generation Z that we found incredibly revealing and may be of interest to you also.

It can only be a good thing when the younger generation view sustainability and ethical values as important aspects of fashion and consumption in general.

We took a look at some of the data & reports that describe Generation Z to understand more. Below we listed some overall conclusions that hopefully can increase our understanding for this emerging group that is expanding quickly in size.

CSJ – “the new CSR” – is essential for companies and brands who want to have a relationship with Gen Z.

Sustainability – a fashion trend among Gen Z.

Gen Z’s shopping behaviours are “strongly influenced” by brands commitments to social and environmental sustainability, according to a new report from marketplace Depop and consultancy firm Bain and Company.

Based on a survey of 2,000 Gen Z Depop buyers and sellers in the UK, US and Australia, the ‘Futureproof: How Gen Z’s empathy, awareness and fluidity are transforming business as usual’ report shows that Gen-Z consumers have shifted how they shop and that they are concerned about consumption, sustainability and self-expression.

Nearly seven in ten (68%) of Gen Z members demand that their clothes are manufactured to the highest ethical standards and 57% feel brands championing sustainability, equality and diversity are getting it right. These figures come from the recent report run by UNiDAYS surveying a panel of more than 18k Gen Z students to explore Gen Z’ fashion trends and preferences, their attitudes to retailers, sustainability, pricing and more.

If you thought that Gen Z is a small demographic group, think again..

Back in the days, Apple had a clever and long term strategy to communicate to and with students and schools. They understood that if they had a strong relationship with the student generation, they would likely be loyal “forever”.   Apple founder Steve Jobs said in an interview with the Computerworld Smithsonian Awards Program in 1995 that "- one of the things that built [the] Apple II was schools buying Apple IIs."  

Source: https://Americanhistory.Si.Edu/Comphist/Sj1.Html       

“With 82 million Gen Z-ers becoming vocal consumers by 2026, organizations must commit to a CSR initiative, focusing on authenticity and decisiveness about the world issues, specifically racial justice, that genuinely matter to young adults everywhere.”

Source: https://www.Zenefits.Com/Workest/Gen-Z-Says-Social-Justice-is-more-important-Than-Climate-Change/   

“Generation Z includes anyone born between 1995 and 2012 and makes up a quarter of the U.S. population. As digital natives, Gen Z has grown up scrolling, and with 24/7 access to online resources, they are fast becoming the most well-educated and self-reliant generation yet”. 

Generation Z stats

61% of this generation are willing to pay more for products that are produced with ethical and sustainable methods.

Gen Z are at the most diverse generation yet: 52% are non-Hispanic white, 25% are Hispanic, 14% are Black, 6% are Asian, and 5% are one or two more races. 

56% of Gen Z are more likely to try a product or service if their favorite online influencer recommends it. 

68% of Gen Z usually consider delivery times and options prior to completing an online purchase. 

Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025. 

Gen Z’s annual purchasing power is estimated as high as $323 billion in the US, with researchers believing this can grow by more than 4X when accounting for Gen Z’s influence within their household. 

68% of Gen-Z expects brands to contribute to society. 

66% of Gen-Z says that product quality matters most to them when making a purchase. 

64% of Gen Zers will pay more for eco-friendly products, and 49% prefer to buy from local or independent retailers. 

The hunt for sustainable clothing has popularized worldwide, according to Google trends. 

With 70% of Gen Z preferring brands they consider ethical, companies need to incorporate social justice into their initiatives and fast.

Gen Z – demographics

Generation Z (or Gen Z for short), colloquially also known as zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years Most members of Generation Z are children of Generation X.   


Generation Z is entering the real world during perhaps one of the most tumultuous seasons in history. Yet, they are optimistic, hopeful, and committed to changing the world for the better. With technology, education, and diversity to drive them, this generation will surely work toward ending social injustice.