Whose accountability is it anyway?
That’s the query many younger shoppers in 5 European markets are weighing in on relating to selling and sporting extra sustainable style. Trellis knowledge accomplice GlobeScan not too long ago partnered with European style platform Zalando to discover how Gen Z and Millennial shoppers view sustainability in style.
The findings reveal a transparent message: shoppers who aspire to purchase or put on sustainable clothes gadgets see sustainable style as a shared accountability. Whereas most count on motion from manufacturers and retailers (77 %) and people resembling themselves (72 %), in addition they look past these actors to create the fitting circumstances for extra sustainable style to thrive. Many see essential roles for:
- The European Union (66 %)
- Social media platforms (65 %)
- Nationwide governments (63 %)
- Worldwide organizations (63 %)
- Influencers (61 %)
- NGOs (60 %)
In the case of expectations for manufacturers and retailers, shoppers need extra sustainable style to be the default. This consists of providing inexpensive, sustainable merchandise (38 %), utilizing recycled and lower-impact supplies (33 %), decreasing packaging waste (32 %) and designing sturdy, repairable gadgets (31 %). Supportive packages resembling recycling schemes, resale platforms or rewards for sustainable conduct are additionally anticipated.
On the identical time, governments and EU establishments are anticipated to play a extra lively position. Shoppers need them to cut back taxes (decrease VAT on extra sustainable style — 42 %), fund restore and recycling infrastructure (39 %) and educate the general public on sustainable style selections (36 %). And about one-third of respondents want to see the introduction of trusted, government-backed eco-labels or product scores.
Social media platforms and influencers are additionally seen as vital enablers, with the potential to assist shift the style narrative from short-lived traits and overconsumption to kinds which are extra round, aware, and enduring.
What this implies
Closing the attitude-behavior hole in additional sustainable style requires collective, cross-sectoral motion — not simply particular person or brand-level change. Shoppers are able to make extra sustainable style selections, however they count on significant assist from a broad coalition of actors. From governments to social media platforms and influencers, every has a task to play in eradicating the sensible and structural limitations that forestall shoppers from turning their aspirations into motion.
Primarily based on a survey of greater than 5,000 Gen Z and Millennial shoppers in France, Germany, Italy, Sweden and the UK in February 2025.
