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Melise Panetta, Lecturer of Marketing in the Lazaridis School of Business and Economics, Wilfrid Laurier University

Gen Z and the sustainability paradox: Why ideals and shopping habits don’t always align

Shein
Often praised as the 'sustainability generation,' Gen Z has been at the forefront of calls for ethical production, environmental accountability and climate-conscious living. (Shutterstock)

As the summer shopping season kicks off, all eyes are on Gen Z — those born between 1997 and 2012 and whose purchasing power wields significant influence over market trends.

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