This is the Fiber Gen Z Prioritizes While Embracing Authenticity & Sustainability, Refaya Priya

Gen Z is changing the fashion game—and not just with their bold styles and love of individuality. As highlighted in the recent article, this generation is leaning hard into authenticity and sustainability, making it clear that what they wear is just as much about values as it is about looks.

From choosing eco-friendly fibers like TENCEL™ to supporting brands that prioritise ethical production, Gen Z is pushing the fashion industry to clean up its act. And they're not doing it quietly. Through social media, they're calling out greenwashing, celebrating circular fashion, and encouraging their followers to think twice before buying something new.

What’s exciting is that this movement isn’t about perfection—it’s about progress. Whether it’s buying second-hand, investing in better-quality pieces, or simply asking “who made my clothes?”, Gen Z is proving that small, conscious decisions can drive big industry shifts.

The takeaway? Sustainable fashion isn’t a trend—it’s the new baseline. And with Gen Z leading the way, the future of fashion looks a lot more responsible, inclusive, and real.

Like a fine wine, Gen Z shoppers are rather complex. They are predicted to be the wealthiest generation, yet they grapple with economic concerns. They have anxiety about the environment, but are all in on fast-fashion hauls. So, complex? Yes. But at their core this generational cohort, born between 1997 and 2012-currently aged 13-to-28-prioritizes authenticity and sustainability. And that explains why they prefer natural fibers like cotton when it comes to their wardrobe choices.

https://www.msn.com/en-us/lifestyle/lifestyle-buzz/this-is-the-fiber-gen-z-prioritizes-while-embracing-authenticity-sustainability/ar-AA1DjJVQ?ocid=BingNewsVerp

Young customer choosing a pink sweater in a clothing store

unknownx500

Creating, sharing and inspiring change. For good.

The global issues we face are challenging and interconnected. They can seem insurmountable. But if you know where to look, co-operation, positive change and hope are all around us. Build Back Ever Better is a project that recognises the progress being made, and the amazing people who are making a difference. Share your own hopes, pledges and projects with #BBEB, or become a contributor.