These days, more and more people care about how their clothes affect the planet. A big new study from 2025 shows that Gen Z (people born between 1997-2012) cares the most about buying eco-friendly fashion. In fact, they’re willing to pay extra for clothes that are better for the environment.
But what does this really mean? Let’s look at the numbers and see how young shoppers are changing the fashion world.
What the Survey Found
The study asked 15,000 young people in 15 different countries about their shopping habits. Here’s what we learned:
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Price isn’t everything: While most people love a good deal, 65% of Gen Z said they’d pay 10-15% more for sustainable clothes.
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They do their homework: 7 out of 10 young shoppers check if brands are truly eco-friendly before buying.
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Secondhand is cool: Nearly half of Gen Z bought used clothes or rented outfits last year, way more than older people.
Why Gen Z Chooses Sustainable Fashion
1. They’re worried about the planet
With climate change in the news every day, young people want to help. Many say buying eco-friendly clothes makes them feel like they’re making a difference.
Brands they love:
- Patagonia: Fixes your old clothes instead of telling you to buy new ones
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Allbirds: Makes comfy shoes from plants and recycled materials
2. Social media shows them better options
Apps like TikTok and Instagram help young people discover cool eco-brands. When they see influencers wearing sustainable fashion, they want to try it too.
Popular picks:
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Stella McCartney: Designer bags made without leather
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Girlfriend Collective: Yoga pants from recycled water bottles
3. They think long-term
Instead of buying lots of cheap clothes that fall apart, Gen Z would rather buy fewer, better-quality items that last.
Great choices:
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Veja: Stylish sneakers made the right way
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Outerknown: Surf clothes with a lifetime guarantee
Problems That Still Exist
Even though sustainable fashion is growing, there are still issues:
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It costs more: About half of young shoppers say eco-friendly clothes are too expensive
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Hard to find: Not all stores carry good, sustainable options
Solutions that help:
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Buying secondhand on apps like ThredUp
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Renting fancy clothes from Rent the Runway instead of buying
What This Means for Brands
Companies that want Gen Z’s business need to:
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Be real about being green – no fake claims
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Offer ways to save money, like repair programs
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Make it fun to shop sustainably – with cool styles and good stories
The Bottom Line
Young shoppers aren’t just talking about change – they’re making it happen with their wallets. As more people choose sustainable fashion, we’ll likely see even better options at better prices in the future.
What’s your favorite eco-friendly brand? Let us know in the comments!
Sources:
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2025 Global Sustainable Fashion Survey
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UN Climate Reports
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Fashion Industry Studies
Tags: #EcoFashion #GenZ #SustainableLiving #FashionTrends #GreenBusiness
Note: We picked these brands because they’re truly eco-friendly, not because they paid us.