To be or not to be? That is the question.
Sustainability according to Gen Z, between awareness and contradictions
Is Generation Z really the one most interested in sustainable practices in the fashion industry?
Let's take a step back. "Generation Z" refers to the group of people born between 1995 and approximately 2010: those who witnessed the dawn of the new millennium, growing up amidst environmental crises and digital connections.
Small disclaimer: those behind this screen belong to this generation, they might be biased but we will try to be as objective as possible :).
Every generation is a product of its time, influenced by economic, social, and cultural contexts that shape its mentality and behavior, even years later. Changing our way of thinking isn't easy, but it's essential. Understanding the world we live in is the first step to living in it consciously.
Our generation was born into an environmental crisis; from childhood, we were exposed to news about climate change, biodiversity loss, and the natural resource crisis. At the same time, we had unlimited access to information, thanks to an always-on digital universe, which allowed us (at least potentially) to know a lot, immediately, and from every angle.
In recent years, in particular, there has been a growing awareness of the environmental and social impact of fashion. For many of us, this has been a real awakening. We've taken action: demonstrations, awareness-raising events, digital content, and small daily gestures that, when added together, are starting to make a difference.
Just open TikTok or Instagram: there are thousands of profiles of girls and boys talking about sustainable fashion, showing off their second-hand purchases, and sharing their journey towards a more ethical wardrobe.
All positive, right?
Yes, but not only that.
This widespread diffusion of sustainable or secondhand content and clothing has many positive aspects: it encourages people to look beyond fast fashion, discover more responsible alternatives, and develop a less standardized personal style. But it also comes with risks.
One above all: the illusion that “sustainable” automatically means “justified” .
Buying dozens of items a month, even if used or eco-certified, remains a consumerist behavior. The result? Older or "less interesting" items are set aside, forgotten, or thrown away. The mechanism is the same, just disguised.
Another critical issue is the contradiction in many behaviors : buying a sustainable item one week, and shopping at a fast fashion brand the next. It's a bit like trying to do both. On the one hand, you support a responsible model; on the other, you undermine it with inconsistent choices.
And no, that single “green” item of clothing isn’t enough to call yourself sustainable.
But why this conflict? Why do we find ourselves torn between wanting to do the right thing and wanting to follow yet another trend?
The answer lies (also) in social media: the constant pressure to keep up with increasingly fleeting trends, the famous micro-trends . And who responds fastest to this constant demand for novelty? Fast fashion, of course, which produces in record time and at rock-bottom costs.
And so we find ourselves caught between two opposing forces: on one hand, the desire to contribute to a more sustainable future; on the other, the (induced) need to always appear up-to-date, always in line with the "style of the moment." To further complicate matters, there's a widespread feeling of disillusionment: as if, faced with the complexity and severity of the crises surrounding us, we've partially given up on believing that change is truly possible. A sort of silent surrender, leading us to take refuge in the instant gratification of consumption, even when we know it's not the right direction.
The truth is that we live in a postmodern era , where there is no dominant trend. Everything is permitted, everything is remixable. And perhaps for this very reason, it makes even less sense to chase every passing trend.
The truly revolutionary act today is to stop , reflect on one's values, and build a personal ethic of solidarity. In a world that pushes us to accumulate, choosing less but better is a powerful gesture. And, honestly, cooler than any micro-trend.