Whose accountability is it anyway?
That’s the query many younger customers in 5 European markets are weighing in on in terms of selling and sporting extra sustainable vogue. Trellis information accomplice GlobeScan lately partnered with European vogue platform Zalando to discover how Gen Z and Millennial customers view sustainability in vogue.
The findings reveal a transparent message: customers who aspire to purchase or put on sustainable clothes objects see sustainable vogue as a shared accountability. Whereas most count on motion from manufacturers and retailers (77 p.c) and people corresponding to themselves (72 p.c), in addition they look past these actors to create the fitting circumstances for extra sustainable vogue to thrive. Many see vital roles for:
- The European Union (66 p.c)
- Social media platforms (65 p.c)
- Nationwide governments (63 p.c)
- Worldwide organizations (63 p.c)
- Influencers (61 p.c)
- NGOs (60 p.c)
With regards to expectations for manufacturers and retailers, customers need extra sustainable vogue to be the default. This contains providing reasonably priced, sustainable merchandise (38 p.c), utilizing recycled and lower-impact supplies (33 p.c), decreasing packaging waste (32 p.c) and designing sturdy, repairable objects (31 p.c). Supportive applications corresponding to recycling schemes, resale platforms or rewards for sustainable conduct are additionally anticipated.
On the identical time, governments and EU establishments are anticipated to play a extra energetic function. Customers need them to scale back taxes (decrease VAT on extra sustainable vogue — 42 p.c), fund restore and recycling infrastructure (39 p.c) and educate the general public on sustainable vogue decisions (36 p.c). And about one-third of respondents want to see the introduction of trusted, government-backed eco-labels or product scores.
Social media platforms and influencers are additionally seen as crucial enablers, with the potential to assist shift the style narrative from short-lived traits and overconsumption to kinds which can be extra round, acutely aware, and enduring.
What this implies
Closing the attitude-behavior hole in additional sustainable vogue requires collective, cross-sectoral motion — not simply particular person or brand-level change. Customers are able to make extra sustainable vogue decisions, however they count on significant help from a broad coalition of actors. From governments to social media platforms and influencers, every has a job to play in eradicating the sensible and structural limitations that stop customers from turning their aspirations into motion.
Primarily based on a survey of greater than 5,000 Gen Z and Millennial customers in France, Germany, Italy, Sweden and the UK in February 2025.
