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Lifestyle
Marian Makkar, Senior Lecturer in Marketing, RMIT University

Gen Z supports sustainability – and fuels ultra-fast fashion. How does that work?

Shein TikTok Climate Change HM Instagram
Netrun78/Shutterstock

Generation Z has been called “the sustainability generation”.

Born between 1997 and 2013, 58% of this consumer cohort seek to buy products that are sourced sustainably. Australian Gen Zs say they are willing to pay more for brands that have a positive impact on society.

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