The eco-conscious GenZ in China has become more financially stable and is now driving the sustainabilityconversation in the fashion industry.
A recent survey by Vogue Business revealed the different sustainability perspectives of Chinese GenZ regarding #SustainbleFashion. Brands must keep up with the increasing demand for sustainable fashion practices.
#1 Sustainable doer
Over 27% of the respondents are sustainable doers. They actively take steps to reduce their environmental impact by reducing individual carbon footprints, recycling and consuming less. Those highly sensitive to sustainability are well-educated and often observe the latest sustainability developments.
With a high level of sustainability knowledge, sustainability doers (63%) largely prefer brands that take holistic approaches, such as considering the whole sustainable supply chain. Besides good storytelling, brands must consider proactive sustainable action and transparent communication.
#2 Sustainable shopper
28% of the respondents stand for the sustainable shopper, who closely follow the trend of sustainable shopping brands. They often search for the latest and trendy eco-friendly brands and are concerned about issues such as ecological conservation and animal protection.
Around 45% of sustainable shoppers consider that sustainability as ‘protecting the environment and reducing waste’. Therefore, those groups tend to pay more for the green environment.
#3 Sustainable Bystander
33% of the respondents indicats that despite being highly conscious of sustainability issues, they barely put into green consumption. Value for money might cause their green purchase decisions that the price still matters.
The report indicates that 67% of the sustainable bystanders have shaped their perspective of supporting sustainable values, while 58% have the sustainable conceptual belief. Only 17% of the sustainable bystanders show an apparent commitment to buying sustainable brands.
For sustainable bystanders, the conversion through their established perspective to their buying behaviour is essential. Brands need to practice more on showing their authentic sustainability through down-to-earth sustainable campaigns.
To best convey the sustainable brand message, attract GenZ’sattention and impact their consumption decision, customizeddesign and affordable pricing with more durable quality are crucial. Also, constant brand communication, aesthetics, morality, and inspirational practices efficiently shift consumers’ attitudes.
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