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Gen Z and sustainability: How to grow even when buyers are consuming less

March 16, 2026

Gen Z shoppers are signaling a blend of value sensitivity and environmental intent that apparel brands and retailers are increasingly tracking. PwC research shows that 1 in 3 Gen Z shoppers indicated cutting consumption to reduce environmental impact and 63% said they were opting for resale or upcycled products. This came as 51% of all consumers cited “better value” as a reason to switch brands.

For apparel companies, resale, vintage, rental, and subscription models are already embedded in the category as a solution for consumers in pursuit of better prices, uniqueness, and sustainability.

As Gen Z’s purchasing power and market influence rise, their intent to reduce consumption, embrace resale, and switch for better value is reshaping the industry. Apparel brands and retailers must consider how to competitively position themselves in this evolving landscape. They need to capture value from business models that decouple value creation from the production and sale of new products.

More on Gen Z

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