In the year ahead, Gen Z will be taking the lead in sustainable fashion practices including thrifting online and in-store, shopping locally, buying fewer clothing items, and repeating outfits. Global fashion trends highlight modest dressing and DIY fashion, with Gen Z expressing a desire for creativity in their clothing choices.   

Helen Black, Meta’s head of connection planning for Australia and New Zealand, told Mediaweek that Gen Z's trend-setting role emphasises the need for brands to showcase value amid rising living costs.  

For businesses and brands looking to leverage these trends, it is becoming increasingly clear that a commitment to the environment is highly valued by Gen Z audiences. This means aligning with sustainable values is crucial, as Gen Z value brands that prioritise environmental responsibility and contribute to local communities.   

Besides sustainability, the report also highlighted self-improvement as one of the key focuses for younger audiences. As sustainability and self-improvement takes centre stage, Gen Z seek to support local businesses and communities while exploring their creativity in fashion and beyond. 

Black reiterated that brands must show the value they add for younger Australians.

“Whether that’s through sustainable practices or being a trusted source as they seek self-improvement,” she highlighted. 

Previous Planet Ark research has demonstrated that a commitment to sustainability is becoming increasingly critical for business success amidst the current environmental crisis. With sustainability being key for Gen Z in 2024, businesses can engage with this dynamic demographic by stepping up their commitments to environmental responsibility and contributions to local communities. 

Planet Ark does not take responsibility for the accuracy of the original information and encourages readers to check the references before using this information for their own purposes.