Gen Z has one bad habit that's destroying the planet
, one of the world's largest eco-communities on TikTok, found 96% of UK Gen Z and millennial consumers feel the high cost of living is preventing them from making sustainable purchases.
Nightingale believes Gen Z are particularly susceptible to this paradox because their identities are still developing and so they're more easily influenced, especially by social media."They're going to be naturally much more prone to impulsive shopping, which can be very easily triggered by the way that shopping on social media and other sort of similar platforms is designed," she said.
One of those shopping features — live shopping — has made it much harder to resist buying unnecessary clothes. Instead of shopping at your leisure in a physical store or on a brand's website, live shopping makes buying clothes a time-sensitive experience. Individual sellers or representatives for fashion brands sell their products on a livestream on TikTok, Instagram, Facebook, or YouTube.
In addition to pushing people to buy more clothes, the buy-now, think-later model of live shopping also encourages people to buy clothes that are worse for the planet. The model lends itself well to the ultra-fast-fashion labels that produce endless styles and lure in young customers with popular influencers and tantalizing discounts — leaving no time to question what this rate of consumption is doing to the planet.
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