Explorations

Generation Z & Sustainability

Reading Time: 3 minutes

Exploring what young consumers truly know about sustainability


The topic of sustainability has a warped meaning and understanding amongst most consumers today, Generation Z included.

Gen Z is said to be the upcoming generation for a positive environmental shift in our society. This generation has been at the forefront of the sustainability movement. Pushing companies and brands to conduct sustainable practices in an effort to save the planet we are destroying.

What sustainability means to Generation Z

But does this young generation truly know what sustainability means?
Unfortunately, this “green movement” has become misunderstood as greenwashing. With the lack of research and education on environmentalism, brands have been able to blatantly lie to their consumers. By engaging in greenwashing tactics, they conveyed an image of sustainability and ethicality that simply does not exist to them.

It is now the responsibility of the younger generations to wake up, and do their research. And hold these brands accountable for their greenwashing schemes and harmful environmental practices.

The research on Gen Z

I spent some time interviewing college students currently studying abroad in Milano to understand their point of view. What sustainability means to them. And how they practice it in their daily lives. From these conversations I concluded a distorted idea of greenwashing and an unhealthy practice of overconsumption.
All this is due to a lack of transparency between brands and consumers. When discussing the students knowledge of sustainability or familiarity with the term ‘greenwashing’, I received a variety of answers. Many had never heard of greenwashing or how it affected the choices they make daily.

The truth on Gen Z & sustainability

Students told me that sustainability meant being cautious and putting the environment first. Also, an item or lifestyle alleged to be sustainable, can be trusted with no further questioning. Such contradictory answers surprised me. How can one be cautious yet trust that the word ‘sustainable’ is 100% true?

Students attest to practising sustainability by donating clothes, vintage or thrift shopping, and creating capsule wardrobes. But, when asked what brands they typically shop from, the most common response I received was some of the brands guilty of the greatest greenwashing techniques. The brands these students shop from attest to caring for the earth and market themselves as “conscious” or “committed” to sustainability. Yet still participate in mass overproduction.

Although students brought up capsule wardrobes quite often, overconsumption still seems to have a huge hold on this generation due to the hyper-fast fashion movement. Students claimed to go shopping regularly, at least once a month.

An advice I can give to this generation who yearns for a more sustainable lifestyle is to question everything you see. Don’t support brands that shout about sustainability to sharpen their image for the purpose of gaining social acceptance. But a brand that does good because they care. The word ‘sustainable’ is not regulated and, ultimately, does not need to hold any truth. So, when you see that buzzword word on a tag, don’t forget to fact-check that claim.

Generation Z seems to have an interest, and desire for a more sustainable earth. But, unfortunately, lacks the inclination to question the brands they shop from. Hiding behind the term “ignorance is bliss” is not a viable excuse for a dying planet screaming for change.

✍️ A piece written by Leyla Jackson – apparel merchandising student from Washington State University. Currently studying at Università Cattolica Del Sacro Cuore in Milan and interning for suite123. Passionate about working towards a more sustainable future for not only the fashion industry, but our planet.

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Climate Disaster: The Closing Window

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A slap from the UN Environment Program report


Talking about fashion in the face of a climate disaster needs a radical attitude. Also, if we consider fashion a reflection of our society, we cannot start any discussion without setting priorities.

Climate change is the priority, and we need to understand what happens in order to make the right choices. Even when it’s about what we wear.

Climate disaster: the UN Environment Program


A few days ago, the UN Environment Program released a report which finds that “the international community is falling far short of the Paris goals, with no credible pathway to 1.5°C in place. Only an urgent system-wide transformation can avoid climate disaster.”

Are you surprised? Sadly, we are not. Sustainable is a trendy label. Indeed, we hear countless panels about sustainability because it is a popular topic. But they open their mouths just to put out words and make content for social media. No action that brings a positive impact ever follows. Therefore, they are pointless.

Furthermore, on November 6 in Sharm-El-Sheik – Egypt will be held the UN annual Conference of the Parties, COP27. There is no better opportunity to jump on a private jet and be part of a corporate event. And, this time, members participating can also enjoy a sunny place! It will be just another waste of money and resources.

What can we learn from this?


Climate change is an opportunity to drive business, and sustainability is the capitalistic response to the issue. Most sustainable brands represent a survival strategy set in place by capitalism. Indeed, corporations have flooded the market with green/organic/eco-friendly/low-impact/vegan/recycled/sustainable products. Nice buzzwords! Which, in essence, are empty claims. Misleading messages whose true face is greenwashing.

Our economic system cannot respond adequately to climate change because it is itself the cause. Buzzwords are just fluff! In fact, the negative impact of climate change grows every year.

The climate disaster calls for rapid transformation of societies and their economic system. And this transformation needs every nation and every community. All of us! Now!

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Life In Plastic?

Reading Time: 2 minutes

Why recycling plastic is a dead-end street


In the search for a sustainable lifestyle, great discussions revolve around recycling plastic to limit waste. Even though we pay attention to separate our waste at home, unfortunately, that is not a solution. So a new report on plastic pollution says.

The plastic report by Greenpeace


A new report released by Greenpeace USA ( source of this post) states that “plastic recycling is a dead-end street. Year after year, plastic recycling declines even as plastic waste increases.”

The good news is that paper, cardboard and metals are effectively recycled. But the bad news is that most plastic is not recyclable. According to this report, U.S. households generated 51 million tons of plastic waste in 2021, but only 2.4 million tons were recycled. Furthermore, once the U.S. exported plastic to China, they counted it as recycled, even though much of it was burned or dumped.

Plastic recycling: why doesn’t it work?


1- plastic waste is extremely difficult to collect
2- impossible to sort for recycling
3- it is environmentally harmful to reprocess
4- it’s often made of and contaminated by toxic materials (therefore unusable for food)
5- too expensive to recycle

In the end, the study points out that a circular economy based on recycling plastic is pure fiction.

“Corporations like Coca-Cola, PepsiCo, Nestlé, and Unilever have worked with industry front groups to promote plastic recycling as the solution to plastic waste for decades. But the data is clear: practically speaking, most plastic is just not recyclable. The real solution is to switch to systems of reuse and refill.”

Greenpeace

Of course, refilling and reusing make sense. We refill and reuse plastic containers as much as possible. But plastic is everywhere! And there’s too much of it. Every single item we buy comes with a plastic container and plastic wrap: food, beauty products, cleaning products, and tech stuff… Everything! In fact, the world is submerged by plastic. And researchers found plastic in human blood, too! Therefore, recycling is not sufficient to solve the plastic waste issue. It’s clear!

The solution? Governments should put an end to plastic production.

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Activism: Why Do We Need It?

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Understanding its role in driving change and shaping the future


Although frequently not understood, activism is a powerful communication tool when trying to make a change. In fact, activism amplifies voices and sparks necessary conversations on crucial issues that are often overlooked.

Why activism?


Our brains are so anaesthetised by comfort and habits that we have an altered perception. We stare like passive viewers, unable to react to the appalling occurrences flowing around us. And even if we have an idea of what is going on, perhaps we do not truly care. That is why we need activism: to awaken our sleepy consciences.

“The house is burning! Save the paintings!”


“The house is burning! Save the the paintings!” That seemed to be the reaction most people had when two girls, activists of the Just Stop Oil group, threw tomato soup over the “Sunflowers” – the famous painting by Vincent Van Gogh at the National Gallery in London.

The painting had glass screen protection, so it was in no danger. Bu the act of protest spread huge reactions and strong criticism everywhere. Comments went from anger to derision, shock or big concern. For the painting, of course. Not for our planet, not for climate change. Not even for the oil crisis and the costs people cannot afford.



These are the words the activists from Just Stop Oil said:

“What is worth more, art or life?”
“Is it worth more than food? More than justice? Are you more concerned about the protection of a painting or the protection of our planet and people?
“We are not trying to make friends here. We are trying to make change. And unfortunately, this is how change happens!”

Perhaps raising awareness and trying to make a change when no one sees the emergency or no one wants to move a finger requires strong actions. Oil crises and climate crises are connected. People cannot afford oil, and the planet cannot afford it too.

If you find yourself upset about a painting that wasn’t even damaged rather than about the ongoing destruction of the biosphere, you are part of the problem.

Dear folks, the house is burning. Are you ok with it?

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Why Good Design First?

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Designers’ responsibility to provide the answer for a sustainable future


Good design is everything because that is the starting point for any serious discussion about fashion. And even more when the analysis touches on sustainability.

Indeed, whenever we meet students and interns who want to know more about fashion and sustainability, first, we show them brands that focus on exceptional design. Then we can talk about the rest. And not because we aren’t involved in sustainability!

Good design first


So, why design first? Because it’s the core element where you find answers as it reflects a creative vision which gives sense to a product. Designers who have something to say translate their ideas into their products by creating beautiful pieces that are meaningful and timeless. They carefully select materials, choose to recycle fabrics or use particular hand-dyed processes and artisanal workings. They value their employees because an ethical approach is part of their philosophy.
So their garments are rich. Indeed, you can see there’s a lot of substance in them.

Why good design
From Marc Le Bihan showroom in Milano


If brands lack design, there’s no point in developing entire collections. Therefore, sustainability matters are solved quickly: we don’t need them.

When designers have nothing to say, you will see archives looted, stolen ideas and tons of marketing labels and catchphrases. Sometimes you may even see nice garments but without a soul. Perhaps these products are easier to sell, but they have no value. So, from a sustainable viewpoint, no reason to exist.

Indeed good design is the core principle, the reason to exist, and the deep meaning of a fashion brand. Furthermore, in a phase of transition and profound change like the time we are living, designers have the moral responsibility to make meaningful products. And so, quality made to last, no overproduction, no push to overconsume, and decent wages.

The task of designers is to trace new pathways while respecting people and the planet. Sustainability is embedded in their patterns, and their designs must provide answers for an evolved lifestyle #formodernhumans

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