A unique mix of pragmatism and purpose is helping Gen Z transform fashion consumption and brand engagement, says a new Consumer Navigator sentiment report by global marketing company Dentsu. Characterized by ‘cautious optimism about the economy,’ this generation demands that brands align with their values and behaviors to foster loyalty and ensure long-term success.
The report highlights, Gen Z's widely recognized values-led mindset, with sustainability remain a key priority. However, convenience still plays a decisive role in their purchasing decisions. While many strive for balance, one in five Gen Z consumers will prioritize ease over eco-consciousness, showcasing a complex decision-making process.
Despite increasing awareness of its environmental impact, fast fashion continues to dominate. Approximately 35 per cent of UK consumers still shop on fast fashion platforms at least twice a month, and a notable 24 per cent of Gen Z individuals receive weekly deliveries. Price and a seamless shopping experience are the primary drivers, often leading to larger basket sizes, with nearly 20 per cent ordering six or more items per delivery.
Social media influencers retain a powerful role in shaping Gen Z's fashion choices, with 25 per cent of consumers making purchases based on their recommendations on fast commerce platforms. These influencers offer everything from styling tips to sustainability education. Creators like @Andrea and @plzdontbuythat are actively raising awareness about quality, ethical production, and conscious consumption, helping younger consumers decode marketing claims and shop more mindfully.
Interestingly, while affordability remains crucial, Gen Z is also spearheading a shift towards quality and durability. About 19 per cent of Gen Z consumers prioritize quality over price—nearly double the rate of Baby Boomers. Furthermore, a significant 81 per cent of Gen Z individuals consider or actively balance quality and longevity in their purchasing decisions.
Hannah Pile, Client Managing Director – Fashion, iProspect (a Dentsu brand), notes, There is a clear evolution in consumer expectations. Gen Z is demanding more from brands, balancing affordability with sustainability, and convenience with quality. The insight from the Consumer Navigator report shows, authenticity, transparency, and real action on environmental claims are no longer optional – they’re essential for building trust and long-term loyalty.
