{"id":161967,"date":"2019-07-31T21:42:12","date_gmt":"2019-07-31T21:42:12","guid":{"rendered":"https:\/\/www.theindustry.fashion\/gen-z-students-put-great-new-ranges-above-environmentally-responsible-fashion\/"},"modified":"2021-08-12T14:02:29","modified_gmt":"2021-08-12T14:02:29","slug":"gen-z-students-put-great-new-ranges-above-environmentally-responsible-fashion","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/gen-z-students-put-great-new-ranges-above-environmentally-responsible-fashion\/","title":{"rendered":"Gen Z students put great new ranges above environmentally responsible fashion"},"content":{"rendered":"<p>A new report by UNiDAYS -\u00a0taking data received from 17,500 verified students, 3,000 across the UK and 14,500 in the US \u2013 has surprisingly revealed that it is <strong>more important to Gen Z students that brands offer stylish and high quality clothes<\/strong> each season than environmentally responsible or ethical fashion.<\/p>\n<p><!--more--><\/p>\n<p>Despite being widely characterised as an environmentally and socially\u00a0conscientious generation, in fact, of 11 out of 12 industries the report analysed, <strong>ethical considerations did not take place in the top three most important considerations<\/strong> driving brand affinity with Gen Z students.<\/p>\n<p><a href=\"https:\/\/www.theindustry.fashion\/intelligence\/asos\">ASOS <\/a><strong>scored the highest affinity rating of the clothing brands assessed at 60%,<\/strong> followed by H&amp;M at 58% and Primark at 56%. Pretty Little Thing scored the highest of the newer \"fast fashion\" brands at number 11 with 39%.<\/p>\n<p>Alex Gallagher, chief strategy officer at UNiDAYS, says: \u201cThere are a huge range of factors that drive the way students feel about brands. While <strong>it\u2019s revealing to see Gen Z\u2019s stereotype doesn\u2019t necessarily stack up<\/strong>, it\u2019s 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\u2019 examined.<\/p>\n<p>\u201cWhat the UNiDAYS report shows is that <strong>Gen Z students, like all generations before them, are complicated consumers<\/strong>. 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.\u201d<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":135236,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6,10494,12969],"tags":[7329,13392,3956,11812,10411,4039,15039],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gen Z students put great new ranges above environmentally responsible fashion - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"A new report by UNiDAYS -\u00a0taking data received from 17,500 verified students, 3,000 across the UK and 14,500 in the US \u2013 has surprisingly revealed that it\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.theindustry.fashion\/gen-z-students-put-great-new-ranges-above-environmentally-responsible-fashion\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gen Z students put great new ranges above environmentally responsible fashion - 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