THE PARADOX OF GEN Z SHOPPING

Unravel the contradictions of Gen Z shopping—a phenomenon where sustainability battles fast fashion in a dramatic showdown

- LAURD SALEN

In recent years, much has been said about Gen Z’s progressive values. Often hailed as the most socially conscious generation, they emphasize sustainability, ethical production, and transparency when it comes to their purchasing decisions. Yet, at the same time, Gen Z is one of the largest consumers of fast fashion, a $91 billion or ₱5 trillion industry notorious for its unsustainable practices. How do we reconcile these two seemingly opposing behaviors?

This paradox of ethics vs. consumerism is at the heart of the Gen Z shopping experience, where social media platforms, influencers, and fast fashion brands compete for their attention and loyalty. To understand this, we must explore how Gen Z is redefining consumer behavior and what their shopping patterns say about the evolving nature of ethics in a hyper-digital age.

THE ALLURE OF FAST FASHION

One of the most illustrative examples of this paradox is the meteoric rise—and recent backlash—against Shein, a Chinese fast fashion giant. Known for producing trendy, affordable clothes at an astonishingly rapid pace, Shein has built a loyal customer base among Gen Z. But behind this success lies a darker narrative.

The brand has been repeatedly accused of unsustainable practices, from overproduction to environmental damage and unethical labor conditions.

In an attempt to improve its image, Shein organized an influencer trip in 2023, inviting a select group of fashion creators to tour its factories. The goal was to demonstrate that its working conditions were better than reported. However, the move backfired spectacularly.

Many viewers felt that the influencers were being used as pawns to sanitize Shein’s reputation, resulting in a massive social media backlash. Gen Z consumers, who had once been loyal, turned on both Shein and the influencers, accusing them of whitewashing unethical practices for profit.