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

The Global Climate & Health Alliance is bringing young environmentalists together from all over the world to talk about something that’s hitting hard, which is the mental health impact of climate change and the realisation by young people of its severity. It’s real and it’s stressful. They take on several economic issues that come along with the negative climate impact and how Gen Z is very well aware and actively using their voices and influence to push for change.

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 like? Gen Z's love for thrifting is one of the reasons for the growing increase in the second-hand market. According to a very interesting and an extensive ThredUp report, the global resale market is set to see a major spike by the year 2026.

Even more impressive is the fact that 62% of Gen Z and Millennials now search for secondhand options before choosing to buying new. How amazing, right? Now, this is a massive change happening in the process of how we shop more conscious, intentional, and way better for the planet.  

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 Primark survey found that most Gen Z shoppers want to repair their clothes to be more responsible, eco-friendly and want to learn repair and mending as a new skill. And for some who want to learn, a few studies show that due to a lack of resources not being within reach, some don’t try to mend.

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

Beyond Shopping: The Ethical Consumer Mindset

Gen Z is evolving to change their buying mentality by trying to make better purchases. 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

And of course, we can’t ignore the elephant in the room. Despite Gen Z’s passion for sustainability, social media fuels both conscious consumerism and overconsumption trends. While platforms do educate on environmental awareness and activism to be more vocal, they also push fast-moving fashion cycles and impulsive shopping habits. Staying mindful in this space means choosing what we engage with, what we buy into, and what we actually need.  

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."

The choices we make today shape our own future for tomorrow and the following new generations. We make sustainable living the norm and definitely not the exception. 

So, what’s one sustainable swap you’ve made or want to make?

Are there any choices that you want to change for a sustainable life? Please let us know in the comments below, and you can also tag us @refash_, the sustainable forum is yours now!