Written by Isabella Hamilton, Communications Assistant @ Threading Change

February 10th, 2025.

5-minute read.

Shopping is no longer just a trip to the local mall; today, it often means opening your laptop to a dozen tabs filled with overflowing shopping carts. Over the last decade, shopping and spending habits have shifted dramatically, fueled by the convenience of online shopping and the ability to have clothing delivered right to our doorsteps. In a world where we can purchase items from the other side of the globe and have them arrive by the next morning, it's no wonder that we're seeing the real-time effects of climate change. Yet, alongside this convenience-driven consumption, a new phenomenon is emerging within youth shopping habits: a growing demand for sustainability.

The Rise of Sustainability in Youth Culture

A study conducted by Première Vision x Institut Français de la Mode examined the buying behaviors of 18-24 and 25-34-year-olds regarding sustainable fashion. The findings revealed that younger consumers are more likely to purchase eco-friendly products. Across Italy, Germany, the U.K., and the U.S., shoppers ranked quality as the most important factor when selecting preferred brands. Most young consumers seek information about a brand’s history, manufacturing process, and suppliers, reflecting a growing commitment to eco-responsible consumption—one less evident in older generations. In France, more than half (52%) of the 18-24-year-olds in the study noted that they choose brands that promote ethical and inclusive working conditions, compared to just 26% of the general population. Meanwhile, the primary barrier to sustainable shopping varies by country: in the U.K. and U.S., consumers cite a lack of information; in Italy, they struggle to find where to buy sustainable products; and in France, high prices deter many. Limited education, accessibility, and affordability remain key obstacles to widespread sustainable consumption.

Gen Z vs. Millennial: To Shein or Not to Shein

While Gen Z is often the primary target for brands like Shein and Zara, the average Shein shopper is actually a 35-year-old woman. Shein has leveraged digital marketing tools such as TikTok and Instagram, where endless haul videos dominate social media. However, these videos are reaching more than just Gen Z; they are engaging the women in their 30s who seek the thrill of the new without the financial burden typically associated with high fashion.

This has led to a misleading narrative that youth are the primary participants in the fast fashion market, when in reality, consumption extends beyond Gen Z. In fact, Gen Z has been dubbed “the Sustainable Generation”. They are putting their money where their mouth is; willing to spend 10% more on sustainable products. Moreover, if brands lack authenticity, Gen Z is the first to call them out.

Thoughtful Influencing

Influencers play a pivotal role in shaping trends, promoting products, and curating aspirational lifestyles. Their very title—“influencers”—reflects their power to shape consumer behavior and cultural movements. In the realm of sustainability, social media has fueled a growing interest in upcycling, with influencers regularly showcasing creative thrift flips.Many also advocate for a zero-waste lifestyle or lead sustainability challenges like #PlasticFreeJuly and #EarthDayEveryDay. These trends extend beyond fashion, influencing food, travel, and broader lifestyle choices.

Teenagers, as one of the most impressionable demographics, are particularly receptive to influencer-driven content, making influencers key drivers of sustainability trends. Their participation not only accelerates the adoption of eco-conscious habits but also highlights the increasing role of sustainability in shaping future consumer behavior. As this movement gains momentum, social media influencers are redefining how young people engage with the world—both in what they buy and how they live.

For a list of sustainable influencers, visit: https://organics.com/blogs/news/the-eco-friendly-influencers-you-should-be-following

Barriers to the Adoption of Sustainable Fashion

Education

If you’re reading this blog, you have access to the resources needed to educate yourself on sustainability and make more conscious consumer choices. While the burden of change does not rest solely on consumers, we all have a role to play in shaping a more sustainable future. In fact, the World Economic Forum emphasizes that sustainability education should not be the sole responsibility of educational institutions but rather a collaborative effort between organizations and educators worldwide.

Environment & Climate Change Canada and the Canadian Commission for UNESCO are collaboratively developing a toolkit to support sustainable development education, providing educators with practical resources to foster sustainability awareness in schools. For those beyond the classroom, free resources are readily available. Coursera, for example, offers over 500 sustainability-related courses across various industries at no cost. In the digital age, there is no shortage of opportunities to expand your knowledge.

At Threading Change, we prioritize youth education and recognize the need for greater opportunities for young voices to drive change. Our initiatives unite youth, educators, industry professionals, and policymakers to explore what it means to create a Feminist, Fossil Fuel-Free Fashion Future. Aligned with Ontario and British Columbia’s curriculum and policy frameworks, our tailored workshops equip Grade 9–12 students with the knowledge, skills, and perspectives needed to understand sustainability. Topics include social justice challenges in fashion, the environmental impact of the textile industry, and the circular economy.

We are now booking workshops for winter and spring 2025. If you’re an educator looking to inspire sustainability in your students, please contact our Policy and Education Director, Isabelle Sain, at isabelle@threadingchange.org.

Accessibility

There is no debate that fast fashion is more accessible today than slow fashion. On any given day, Shein adds anywhere between 2000 to 10,000 new pieces to its website, with a production cycle that can take as little as ten days from design to sale. In contrast, producing high-quality clothing, paying workers a living wage, and prioritizing smaller collections to reduce waste all come with higher costs, making sustainably produced fashion more expensive. However, shopping sustainably doesn’t always mean buying brand-new items. Opting for secondhand and vintage clothing, upcycling, embracing a minimalist wardrobe, and shopping off-season are all ways to make sustainable fashion more accessible.

Price

One of the most significant barriers to the widespread adoption of sustainable fashion—especially among youth—is cost. Because sustainable clothing is made from higher-quality materials and produced under ethical working conditions, it often comes with a higher price tag than fast fashion. For many young consumers, particularly teenagers and college students on limited budgets, these prices can be a major deterrent.

While investing in durable, eco-friendly pieces has long-term value, affordability remains a challenge. However, secondhand shopping and upcycling offer more budget-friendly alternatives. For those looking to keep up with trends without overconsumption, renting higher-end pieces is also a more sustainable option.

As we look to the future, youth shopping habits are undergoing a noticeable transformation. While fast fashion and online shopping remain dominant, Gen Z’s growing demand for ethical, eco-conscious alternatives is driving a shift toward sustainability. Social media has played a key role in raising awareness and shaping trends, from upcycling and thrift flips to zero-waste challenges. However, barriers such as cost, accessibility, and a lack of education continue to hinder the widespread adoption of sustainable fashion. For many young consumers, the price of eco-friendly clothing outweighs its perceived value, even though secondhand shopping, upcycling, and other creative solutions provide more affordable alternatives.

To create lasting change, it is essential to educate and empower the next generation, making sustainable fashion not only desirable but accessible. The future of fashion lies in the hands of young consumers, and with the right tools and resources, they have the power to redefine the industry—paving the way for a more responsible and conscious approach to shopping.

References

Education for Sustainable Development. Canadian Commission for UNESCO. (n.d.). https://en.ccunesco.ca/initiatives/education-for-sustainable-development

Fashion: The New Priorities of Young Consumers. Première Vision. (2024, September 5). https://www.premierevision.com/en/magazine/study-pv-ifm-fashion-young-consumers/

Gwon, S. H., & Jeong, S. (2018). Concept analysis of impressionability among adolescents and young adults. Nursing Open, 5(4), 601–610. https://doi.org/10.1002/nop2.170

Petro, G. (2024, February 20). Gen Z Is Emerging As The Sustainability Generation. Forbes. https://www.forbes.com/sites/gregpetro/2021/04/30/gen-z-is-emerging-as-the-sustainability-generation/

Rajvanshi, A., Caldwell, V. by J., & Johnson, A. D. (2023, January 17). Shein Is the World’s Most Popular Fashion Brand—at a Huge Cost to Us All. Time. https://time.com/6247732/shein-climate-change-labor-fashion/

Sports, N. (2024, February 19). The average age of Shein’s customer is 35 years old. nss magazine. https://www.nssmag.com/en/fashion/35841/shein-customer-average-age-35-years

Teigland, J. L. (2023, October 4). Why corporations, governments, NGOs and educators must all help deliver sustainability education . World Economic Forum. https://www.weforum.org/stories/2023/10/why-corporations-governments-ngos-and-educators-must-all-help-deliver-sustainability-education/

Edited by: Luiza Giocondo Teixeira, Communications & Engagement Director @ Threading Change

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