Gen Z's Sustainability: Is Overconsumption Out and Circular Fashion In?

Consumer preferences are constantly evolving, and Gen Z is getting more mindful about what they buy and what they stand for, especially when it comes to being sustainable. Dubbed "the sustainability generation," young consumers worldwide are rethinking their fashion choices and buying preferences, but what do they really think about sustainable consumption? While not an exhaustive list, here are some key ways Gen Z, and others, are choosing eco-friendly practices for a better planet.

Breaking the Cycle of Overconsumption

The World Economic Forum gives us crucial insight: the biggest barriers to sustainable living are perceived high costs, lack of information, and low interest. But for many of us, sustainability cannot be a passing trend and rather it’s a standard way of living. In a world dominated by fast, unsustainable consumption models, we refuse to let eco-conscious choices be treated as optional. The article continues to discuss how Generation Z shows the greatest concern for the planet’s resources and well-being.

Eco-Anxiety & The Power of Conscious Buying

With rising eco-anxieties surrounding climate change, have you ever stopped to think about the impact of a single purchase? A simple slow, intentional buy means an ethically made product, a longer lifespan in your closet, and less waste clogging landfills. And when an item reaches the end of its wearable life? Repurpose, upcycle, or repair it, because sustainability doesn’t end at the slow purchase alone.

Gen Z’s Go-To Sustainable Fashion Practices

Here are a few timeless sustainable habits that Gen Z swears by:

Thrift & Vintage Shopping

Pre-loved, secondhand, and vintage pieces are a nostalgic reminder and they’re the backbone of sustainable style. Timeless, unique, and eco-friendly, so what’s not to love? Gen Z's love for thrifting has seen rapid expansion of the second-hand market, with reports from ThredUp suggesting that the global resale market is projected to have a higher grow by 2026.

DIY, Repair & Customization

Hand-embroidered denim, painted sneakers, and DIY repairs are treated more than fashion choices and seen as personal expressions. Leveraging the skills to mend, patch, and personalize your wardrobe are preferred against discarding habits. A survey by Primark says most of the Gen Z said they repaired clothes as they wanted to act more environmentally conscious and wants to learn a new skill.

We recently launched the Ultimate Repair Guide, it is here to help anyone who wants to start mending and repair clothes with easy fixes for everyday wear and tear!

Beyond Shopping: The Ethical Consumer Mindset

Gen Z isn’t just buying less—they’re trying to buy better. A growing number of people, especially young consumers are willing to pay more for ethically sourced, responsibly produced products that contribute positively to society. Recent studies show that around 70% of Gen Z are willing to choose ethical brands and pay more for sustainable products that do better for the people and the environment.

The Reality Check: Social Media & Overconsumption

Despite Gen Z’s passion for sustainability, social media fuels both conscious consumerism and overconsumption trends. While platforms amplify environmental awareness and activism, they also push fast-moving fashion cycles and impulsive shopping habits. Navigating this space requires intention, awareness, and balance.

Final Thought: Legacy Over Waste

As sustainability advocate Lauren Singer puts it: "I want to be remembered for the things I did on this planet—not for the trash I left behind."

What we choose today shapes tomorrow. We make sustainable living the norm and not the exception.