The New Face of Fashion: How Young Consumers Are Leading the Sustainable Movement
In the ever-evolving world of fashion, sustainability has become a defining focus, especially among young consumers. A recent study presented at the Première Vision Paris event, conducted by the French Fashion Institute (IFM), reveals intriguing generational differences in perceptions of sustainable fashion across France, Italy, Germany, the UK, and the USA.
The study surveyed 1,200 consumers aged 18 to 65. It found that young people, particularly those aged 18 to 24, primarily associate sustainable fashion with environmental protection, while the use of sustainable materials is a secondary concern. In contrast, consumers aged 25 to 34 prioritize sustainable materials, placing environmental concerns second. Both age groups agree on the importance of socially responsible manufacturing and workplace safety.
The survey highlights a notable trend: a significant portion of young people have embraced sustainable fashion over the past year. Among those aged 18 to 24, 65.7% of UK respondents and 58.1% of Italian respondents reported purchasing at least one sustainable item. Similarly, 59.6% of German respondents and 46.5% of American respondents aged 25 to 34 did the same. These figures are consistently higher than those of the general population.
For those who did not purchase sustainable fashion products, reasons varied. In France and Germany, price was the primary barrier, while in the UK and the USA, a lack of information was the biggest obstacle. In Italy, many consumers indicated they were unsure where to find sustainable products.
The study also delves into the growing relationship between sustainability and second-hand fashion. Over the past 12 months, the purchase of second-hand items has surged across all surveyed countries. This behavior is particularly prevalent among young people: 81.5% of French and 66.2% of German respondents aged 18 to 24 reported buying second-hand items last year.
Price remains the main motivation for purchasing second-hand products, but sustainability also plays a crucial role. Across all countries, price is the primary purchasing criterion, followed by quality, style, and ethical and environmental considerations.
Consumer expectations of fashion brands vary by age group. Young French, Italian, and German consumers value expressing individual taste without the pressure of embodying specific values. Meanwhile, young British and American consumers seek casual products that reflect their personalities. However, in all countries, the environmental impact is a key consideration, especially among those aged 25 to 34.
Young consumers also have specific expectations of brands. In France, 29.8% of young people aged 18 to 24 expect diversity and inclusion, while 31.8% of those aged 25 to 34 value authenticity and consistency between a brand’s narrative and its product range.
Sustainable fashion is a multifaceted issue, with diverse perceptions across different age groups. Young people are crucial in shaping future trends, emphasizing sustainability, ethics, and inclusion. Brands aiming to thrive in this dynamic market must meet expectations of quality and style and demonstrate a genuine commitment to sustainable practices and authentic values. Sustainable fashion is not a fleeting trend but a necessary transformation towards a more conscious and responsible future.
