A new report by UNiDAYS – taking data received from 17,500 verified students, 3,000 across the UK and 14,500 in the US – has surprisingly revealed that it is more important to Gen Z students that brands offer stylish and high quality clothes each season than environmentally responsible or ethical fashion.
Despite being widely characterised as an environmentally and socially conscientious generation, in fact, of 11 out of 12 industries the report analysed, ethical considerations did not take place in the top three most important considerations driving brand affinity with Gen Z students.
ASOS scored the highest affinity rating of the clothing brands assessed at 60%, followed by H&M at 58% and Primark at 56%. Pretty Little Thing scored the highest of the newer “fast fashion” brands at number 11 with 39%.
Alex Gallagher, chief strategy officer at UNiDAYS, says: “There are a huge range of factors that drive the way students feel about brands. While it’s revealing to see Gen Z’s stereotype doesn’t necessarily stack up, it’s important to note that ethical concerns are still important to this generation. Indeed, ethical concerns ranked in the top ten affinity drivers across all 12 industries UNiDAYS’ examined.
“What the UNiDAYS report shows is that Gen Z students, like all generations before them, are complicated consumers. Consumers are entering the workforce for the first time and increasing their buying power each day. The companies looking to succeed, not just in the here and now, but in the future, will need to learn to treat them as more than a stereotype.”