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Sure! Here are a few taglines for a UK-based repurposed waste brand:

1. "Waste Not, Want More – Repurposing for a Sustainable Future"

2. "Turning Trash into Treasure – Revolutionising Waste for a Greener UK"

3. "From Waste to Worth – Building a Sustainable Future, One Reuse at a Time"

4. "Reclaim, Repurpose, Renew – Leading the UK's Green Revolution"

5. "Giving Waste a Second Life – For a Cleaner, Greener Tomorrow"

6. "Repurpose. Reimagine. Rebuild. – Waste Solutions for a Better UK"

7. "Waste Less, Live More – Repurposing for a Sustainable Future"

8. "Green Innovation Starts Here – Repurposing Waste for a Better World"

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POP UP STORES

https://www.thestorefront.com/mag/what-exactly-is-a-pop-up-shop/

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'What is a pop-up shop?' is a question we get asked frequently. Fortunately, the answer is simple. A pop-up shop is the term given to a shop or store that is deliberately temporary. It's a store that "pops-up" for a limited period of time to achieve a particular goal.
Overall, pop-up retail is becoming more and more common, challenging the traditional brick-and-mortar retail of long leases and large transaction-based flagship stores.

A pop-up store can look like a regular store, but many brands use them to create unique and engaging physical shopping experiences because they provide flexibility and the opportunity to experiment with less risk.

You've probably already experienced pop-up retail. They're getting more and more popular with customers and retailers. Some of them you may not have even known were pop-ups, they often look like regular stores. Many brands rum traveling pop-up shops which they install in a location and then move it to another retail location every few months.

While the concept of temporary shared retail spaces has been around for centuries (think markets or fairs) the term "pop-up retail" can be traced back to the late 90s. Media entrepreneur Patrick Courrielche ran an event called The Ritual Expo in Los Angeles in 1997. It was a one day event that brought together music, food and fashion in a single shopping experience. Nicknamed the one day "Ultimate Hipster Mall", it was hugely successful with its mix of retail stores and experiences. In the years following The Ritual Expo many big brands including AT&T, Levi-Strauss, and Motorola worked with Courrielche to create pop-up shopping experiences across the USA.

Over the next 20 years the modern pop up retail store as we know it evolved. In the face of the so-called 'retail apocalypse' and the decline of the traditional retail model, flexible retail and pop-up stores have come to the fore.

Pop-up retail is hugely beneficial for customers, retailers and landlords alike. There's a reason we're seeing more and more of them. Often situated in places with high foot traffic, pop-up shops are a valid way to increase sales, but, as you can see from the below, there are many more benefits:
Read More: ​​Reasons to open a pop-up shop. Top 7 business benefits to opening a pop-up shop

More diverse and fluctuating retail stores, high streets and shopping malls. Wider variety and more excitement.

Opportunity to explore new brands and products

Pop-up shops are more likely to offer discounts, giveaways and event specific concessions than traditional retail establishments.

Image by author

Reach potential customers - a pop-up store in a new location with high foot traffic enables a brand to get in front of a new audience.

Experience - "pop-up retail" can be used to deliver a delightful short-term experiences or reinforce a brand message with positive customer engagement. Brands can position themselves as cultural influencers, expand their reach and build brand loyalty. As powerful as ecommerce can be, nothing compares with a physical face-to-face interaction.

Market research - using promotions, events or competitions a pop-up event provides the perfect contact point to help you gather insight to better understand your target customers. This information can be critical in guiding future activities right across a business.

Sell more or clear stock - while times are slowly changing it remains a fact that a huge number of transactions are still done in physical stores. A temporary storefront in an area with high foot traffic for two weeks can provide sense of urgency and drive sales or help fashion brands shift stock before it reaches the end of its shelf life.

Launch a new product - a pop-up event is a great option to showcase a new product or range with a bang.

Test physical retail - an online DNBV store looking to take the next step can test whether it works with pop-up retail.

Test a new retail locations - brands looking to expand their footprint can test new neighbourhoods or countries before greater financial commitment.

Fill vacant storefronts that would otherwise sit empty waiting for a long-term tennant.

Provide the street and neighbourhood with an exciting and innovative attraction.

Temporary storefronts create buzz for the property and will help attract new tenants

Short-term leases can be set up and arranged in a short period of time.

Test out a brand who may be looking for a longer term lease in future or more pop-ups.

The short answer: everyone and anyone.

We've helped thousands of brands run successful pop-up stores. We've seen pop-up shops in fashion, health and beauty, online retailers, consumer goods, services, hotel chains even technology giants like Facebook and Twitter. While the big name brands such as Kate Spade, and Louis Vuitton Danone may steal the headlines, pop-up retail is an extremely valid option for a huge variety of sectors and industries.

Here are a few examples:

Fashion - everyone from large High Street brands to independent designers and local brands.

Health and Beauty - Pop-up shops are the perfect opportunity for product launches, test events and brand building exercises.

Art and artists - many artists use pop-up shops and galleries to display their collections and reach potential buyers. The flexibility of a pop-up shop allows local artists to flex their creative muscles to produce an impactful display space.

Online retailers - Pop-up stores are particularly attractive to digital first online retailers and ecommerce brands looking to extend their reach or test out physical retail. The online experience can never compete with a real world offline experience.

Retailers with existing physical presence - Retailers with an existing physical space can use them to test out new geographies or concepts. With less investment at risk you can run a six month pop-up store to see if it's worth pursuing something more permanent.

Food and beverage providers - from ice cream to burger trucks and pop-up cafés . Pop-ups are a great way for up and coming vendors to expand their reach or test out new audiences and offerings with temporary restaurants.

Last, but by no means least, pop-up shops are great tools for small brands just starting out. Perhaps they have been going to small markets or fairs and are considering the next step. Running a pop-up in a busy area for a week or two a couple of times a year will help them understand whether there is a market for their brand and if they move the location around they can experiment with locations.

In general, pop-up retail has proven extremely popular in the United States, Canada, China, Japan, Mexico, France, Germany, the United Kingdom and Australia. It is also becoming more and more popular in Asia including Shanghai, Singapore, Hong Kong and Seoul. Pop-up shops are often found in major cities such as New York, London, Los Angeles, Paris, Milan, Hong Kong and Amsterdam. In theory they can be anywhere and we certainly have a wide range of options on the Storefront platform.

Most of the time pop-up shops are normal retail storefronts. Many landlords have dedicated temporary pop-up spaces. However, there are a large number of unusual venues that allow for some serious creativity. We've helped clients pop up on staircases, halls, lofts and warehouses to name a few. In reality, a pop-up shop can be absolutely anywhere.

There is a growing trend of pop-up retail spaces in shopping malls and shopping centers. Shopping malls are really good retail locations for foot traffic, public transportation and sizing up your direct competitors.

The cost of a pop-up shop depends hugely on what you are hoping to achieve with your pop-up, the pop-up shop location and the type of space. As we have seen there are many types of pop-up store. Factors such as duration, venue and location can vary so much that there it's impossible to provide a relevant estimated cost for your pop-up shop. Overall however, the pop up model is considerably cheaper than traditional stores and the reduced investment means a much lower level of risk.

For more on the cost of a "pop-up" shop check out this article on ' How much does a pop-up shop cost? '.

Right here! Thanks to Storefront, you can now find the pop up store rental in just 3 clicks. Lofts, retail spaces, apartments, malls... you'll find a wide range of pop-up shop venues from as little as $50 a day.
If you're considering running a pop-up shop check out our pop up shop guide, it's free to download.
So whether you want a regular storefront, an experience space or even a 220 foot long boat. Check out Storefront.

Download the guide for everything you need to know to run your pop-up shop:

Pop-Up shop ideas

There are a few things to consider when thinking about pop-up shop ideas.

First, what type of products or services do you want to sell?

Second, what is your budget for the space and inventory?

Third, what is your target market?

Assuming you have a good idea of what you want to sell, the next step is to find a suitable location. This could be a vacant storefront, a community center, or even a public park.
Read More: 23 Smart Pop Up Shop Ideas to Steal From These Successful Brands
Once you have a space, the next step is to stock it with inventory and set up displays. If you're on a tight budget, you can get creative with your displays. For example, you can use recycled materials or items you already have on hand.

How to set up pop-up shop?

A pop-up shop is a great way to test out a new retail concept or product. They are also a great way to build brand awareness and create a buzz around your business.

Here are a few tips on how to set up a successful pop-up shop:
Read More: How to set up a pop-up shop. Set yourself up for success with this handy checklist

1. Find the right location. This is key to attracting foot traffic and generating sales.

2. Create a visually appealing space. This will help you stand out from the competition and attract customers.

3. Make sure you have a strong marketing plan. This will help you promote your pop-up shop and generate interest.

4. Have a great product or service. This is what will ultimately drive sales and keep customers coming back.

By following the above tips, you can ensure a smooth and successful pop-up shop experience for both you and your customers.

Renting a pop-up store
Read More: How To Grow Your Brand With Global Pop-Up Stores
Are you thinking about renting a pop-up store? Here are a few things to keep in mind!

First, consider the location of your pop-up. You'll want to make sure it's in a high-traffic area with good foot traffic.

Second, think about what you'll be selling. You'll want to make sure you have a good mix of products that will appeal to your target customer.

Third, make sure you have a good marketing plan in place. You'll want to make sure you're promoting your pop-up store ahead of time and that you have a plan for driving traffic to your store.

Fourth, be prepared for the unexpected. Pop-up stores can be a great way to test out a new location or product, but things don't always go as planned. Be prepared for the possibility that your store might not be as successful as you hope.

But if you keep these things in mind, renting a pop-up store can be a great way to grow your business with pop-up stores.

Conclusion

In summary, Pop-up stores are temporary stores that use innovative strategies to target customers. These stores promote products or services by temporarily occupying a retail space. Pop-up stores are cost-effective, and they allow businesses to get exposure and new customers.

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What is a pop-up shop? | Definition, history, benefits, costs |

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Pop-up shops are the future of retail. In this article we define pop-up retail and what it means for customers, retailers and landlords

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Jonny Davis, EVP, Brand Experience
, 05.24.24

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The Rise of Retailtainment: Driving Revenue Through Pop-Up Stores | Allied Global Marketing

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Allied Global Marketing is a full-service integrated marketing agency working with the world’s largest entertainment, consumer and lifestyle brands. We are the leading full-service digital agency for entertainment, arts and culture

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How Gen Z uses social media and what that means for brands

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Gen Z is making marketers rethink how they engage with their audiences on social. Our data explains where and how brands should show up.

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Sustainable Clothing Market Size & Share, Statistics Report 2032

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The sustainable clothing market size surpassed USD 3.3 billion in 2023 and is expected to showcase around 9.5% CAGR from 2024 to 2032, driven by the rising awareness regarding physical fitness and personal grooming among millennials.

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Oxfam GB | 7 facts about sustainable fashion

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Sustainable fashion means items of clothing made taking the human and environmental impacts of production into account. Here are some facts you need to know.

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Why Consumers Don’t Buy More Sustainable Fashion?

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Susanna Koelblin shares her thoughts on why successful sustainable fashion isn’t as ‘cut and dry’ as we may think.

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61% of fashion shoppers put price above sustainability as living costs bite - Ecommerce Age

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New research from Nosto suggests that, with living costs rising, 61% will prioritise price over sustainability when shopping for fashion.…

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New data shows recorded offences of adults neglecting, mistreating, or assaulting children have doubled over the last 5 years.

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New data shows recorded offences of adults neglecting, mistreating, or assaulting children have doubled over the last 5 years.

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The child protection system and the government

We are calling on the current government to push forward their plans to reform the child protection system, and ensure that practitioners are supported and equipped with the best possible skills and expertise to work directly with families and share information effectively.

Currently, the frontline of child protection, including health, policing and children's services, are experiencing increasing costs and high demand.

The child protection system has been under increasing pressure over the last few years, particularly since the pandemic. In 2022/23, more than 655,000 child in need assessments were completed by children's social care to determine whether a child needs support from a service.

Also, England's largest councils have reported that they are overspending on their budgets by £600 million due to 'uncontrollable' spending pressures driving up the cost of of delivering services to vulnerable children.

This is straining the child protection system, leaving those who work with families unequipped to adequately respond when things reach crisis point.

That's why, alongside Barnardo's, Action for Children, The Children's Society, and The National Children's Bureau, we are asking politicians to commit to the wholesale reform of children's social care, backed by significant investment in early intervention and prevention, to improve the lives of babies, children and young people.

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106% increase in child cruelty and neglect offences in England in the past 5 years

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Our analysis has revealed that recorded offences of adults neglecting, mistreating, or assaulting children have doubled over the last 5 years.

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AI, like most major technological advancements, can be used for good or for ill. In the worst cases, there will be bad people and organisations who use the new technology to perpetrate physical, psychological, financial and other harms. In other cases, people will be negligent in their use of AI and not take reasonable steps to foresee the harms it could cause. In still other cases, in the rush to get their application to market, unintended negative or harmful consequences may occur. Below are just a few examples.

Fraud, theft, scams, political disruption and more

AI makes it possible to create deep-fakes, ie fake representations of real people or events. Anyone who spends anytime on the Internet will know that there is a plethora of images, audio and video freely accessible. While some uses of deep-fakes are done for innocent fun, others can amount to spreading false information in the middle of a tight political race. In business deep-fakes can mislead people into believing that a product or service has the endorsement of a particular person or company. Deep-fakes can be used to commit fraud or make other deceitful representations made for illegal and dishonest purposes. It is also possible that deep-fakes become so common that people doubt the legitimacy of all such people or products.

Fake content can cause havoc and panic in the middle of a pandemic, cause chaos in share markets, obstruct justice or falsify information. Criminals are taking advantage of the technology to conduct misinformation campaigns, commit fraud , obstruct justice, sow dissent and division, and even bring down an organisation or even a government.

Another important issue is the potential of AI to breach security, facilitate identity theft, fraud, promote scams, and other crimes. Once an AI developer has such information it is a small step to create multiple versions of that person. These deep-fakes can be used to get access to health data, bank accounts and other important documents and information.

Designers of AI systems need to be aware of the harms that may be facilitated by this new technology. Ethical behaviour within organisations, effective systems of quality control, security and authenticity, and a culture of ethical behaviour are all vital. Externally, governments and industry bodies must also develop laws, regulations and standards that promote the ethical use of AI.

Lessening of Individual Autonomy and human interaction

Some experts fear that with increasing automation, we humans will become bored and lazy. We are not too far away from the reality that the world will be dominated and run more by artificial intelligence. What will this mean for the human race. Will we become passive, bored, lazy and out of touch? Will this disempowerment create and invite a takeover by artificial intelligence systems? Or, will a few elites, using these new and powerful systems, be in total charge with the result that individual freedom will be severely limited

An example of how AI can empower those whose agenda are to gain control over people and limit freedom is found in Carol Roth’s NY Times Best Seller, You Will Own Nothing: Your War with a New Financial World Order and How to Fight Back. The author and entrepreneur paints a picture of what would happen if a new financial world order controlled by global elites are able to gain the type of control made possible, for example, by eliminating all hard currency and enforcing a system of digital currency under the control of a group of government, international organisations, business and technology elites. She argues that a system of ‘social credits’ would accompany such a system enabling the elites to shut down dissent and control the general population. It will result in debt, deprivation and desperation. It will mean people own fewer assets and that we have less control over their lives thereby lessening the ability to protect one’s wealth now or for future generations.

These questions raise important philosophical, psychological, moral, governance, legal and ethical questions that must be addressed if society is to fully benefit from AI while at the same time managing the significant risks involved.

Mass Unemployment

As mentioned above, the workforce in an AI dominated world may be a dystopia for those who lose their jobs. A lot of industry disruption and job destruction will have to be carefully managed. Governments will have to carefully plan the transition for those industries that are severely disrupted.

Major service functions such as customer service centres are likely to be heavily hit as AI applications coupled with robotics rapidly replace many of these types of roles. For example, most readers have have experienced a chat with a company’s automated answering service. AI ChatBots will become increasingly popular and will replace many of the humans now filling those roles. Customer service A 2022 study from the tech research company Gartner predicted that chatbots will be the main customer service channel for roughly 25% of companies by 2027.

Another example is the fast-food industry. In common with thousands of other young people, my daughters gained their first work experience at a McDonald’s restaurant. Today, customers order via an on-screen kiosk In China AI robotic chefs can cook your food. Other robots can wait on tables and take your order.

At the other end of the spectrum, there are likely to be significant shortages of those people who have the skills to take up the new positions required to support the growth in the AI related fields. There will be a significant battle for talent. And, as in all battles, there will be wounded and casualties and wounded, winners and losers, the dominant and the dominated.

Education

AI presents many challenges for education. Students, faculty and administration will see their systems severely challenged by new AI applications. For academics, it will significantly change aspects of research and scholarship. Many of these developments will bring improvements. The ‘bad’, however, is that it riding this major wave of innovation will require vision, talent, resources, training, resilience and more. Many will fail. The system will be disrupted. The impact of how this all plays out remains unknown, uncertain, and unpredictable. A case in point is the decades long development of computer assisted learning packages. They have been very slow to catch on due to many factors: teacher unions fear job losses; the current model is built on the assumptions based on age level rather than development/skill level; educators do not have adequate technology skills; the financial models have not been right and authors are not sufficiently rewarded; people are generally highly resistant to change.

The other challenge for education is to define how it can best serve society by providing the learning, research and training required to meet the multiple needs and demands if society is to gain the benefits of AI and manage the potential disadvantages and harms that may be caused.

Law

At the macro level, laws and regulations will be required to provide the governance framework to guide society in the Age of the Machine. This will be especially challenging given the geographic limits on the application of law and fact that different countries will have different approaches. Underlying the formal legal regime will also be the reality that countries will have different ethical standards. Some countries will see it in their interest to press ahead, despite the risks, in order to gain a competitive advantage over other countries.

At the ground level it will also be important for designers and users of AI systems to be aware of new problems that might emerge. AI systems can and do discriminate. AI tools have the potential to embed unlawful biases and discrimination and do so on a system-wide scale and in a non-transparent way. This can impact decisions on who gets a loan, who gets hired, who gets favourable administrative decisions, who gets monitored by the police, etc. AI systems also use information, pictures and other intellectual property, all of which is loaded up into the application. This raises serious issues regarding the potential intellectual property violations that might occur.[2] AI also creates IP thus raising further questions about whether the existing intellectual property legal regime will include IP creation by non-humans.

Ethical and Personal Issues

As mentioned above, the growing development and application of AI to all sectors of human activity raises many ethical issues. It threatens the degree of human autonomy, challenges existing rules, laws and standards in society, threatens a loss of control, challenges expectations of privacy, and so on. A major question is the extent to which we can achieve agreement among nations or even between public and private sectors and other groupings within nations regarding central ethical issues raised by AI. For example, what should be the degree of transparency underlying the use of AI systems and applications? How can principles of justice and fairness be promoted and protected by AI development? How can we regulate and promote fairness, non-maleficence, responsibility and privacy in the development and use of AI?

There is also a psychological dimension to AI adoption that must be considered. While AI and its applications have grown rapidly, one should not underestimate the limitations and challenges stemming from the natural tendency of humans to cope with, resist and even fear change. For example, a major roadblock to the implementation of AI applications to augmented medicine is the reality that doctors and other health care providers have resisted such changes and not been prepared for it. Many patients, however, have welcomed its advantages in providing for a greater autonomy and a more personalized treatment.

More than this, as the impact of AI grows it begins to challenge the relationship between humans and machines. In doing so, it challenges traditional notions of identity, sexuality, gender, relationships and rules as new forms of discourse emerge to explain and govern relationships between machine and human intelligence.

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Data protection is the process of safeguarding data and restoring important information in the event that the data is corrupted

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Data protection is the process of safeguarding data and restoring important information in the event that the data is corrupted

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Data protection is the process of safeguarding important information from corruption, compromise or loss.

The importance of data protection increases as the amount of data created and stored continues to grow at unprecedented rates. There is also little tolerance for downtime that can make it impossible to access important information.

Consequently, a large part of a data protection strategy is ensuring that data can be restored quickly after any corruption or loss. Protecting data from compromise and ensuring data privacy are other key components of data protection.

The coronavirus pandemic caused millions of employees to work from home, resulting in the need for remote data protection. Businesses must adapt to ensure they are protecting data wherever employees are, from a central data center in the office to laptops at home.

In this guide, explore what data protection entails, key strategies and trends, and compliance requirements to stay in front of the many challenges of protecting critical workloads.

Principles of data protection

The key principles of data protection are to safeguard and make available data under all circumstances. The term data protection describes both the operational backup of data as well as business continuity/disaster recovery ( BCDR). Data protection strategies are evolving along two lines: data availability and data management.

Data availability ensures users have the data they need to conduct business even if the data is damaged or lost.

The two key areas of data management used in data protection are data lifecycle management and information lifecycle management. Data lifecycle management is the process of automating the movement of critical data to online and offline storage. Information lifecycle management is a comprehensive strategy for valuing, cataloging and protecting information assets from application and user errors, malware and virus attacks, machine failure or facility outages and disruptions.

More recently, data management has come to include finding ways to unlock business value from otherwise dormant copies of data for reporting, test/dev enablement, analytics and other purposes.

What is the purpose of data protection?

Storage technologies for protecting data include a disk or tape backup that copies designated information to a disk-based storage array or a tape cartridge. Tape-based backup is a strong option for data protection against cyber attacks. Although access to tapes can be slow, they are portable and inherently offline when not loaded in a drive, and thus safe from threats over a network.

Organizations can use mirroring to create an exact replica of a website or files so they're available from more than one place.

Storage snapshots can automatically generate a set of pointers to information stored on tape or disk, enabling faster data recovery, while continuous data protection (CDP) backs up all the data in an enterprise whenever a change is made.

Data portability

Data portability -- the ability to move data among different application programs, computing environments or cloud services -- presents another set of problems and solutions for data protection. On the one hand, cloud-based computing makes it possible for customers to migrate data and applications among cloud service providers. On the other hand, it requires safeguards against data duplication.

Either way, cloud backup is becoming more prevalent. Organizations frequently move their backup data to public clouds or clouds that backup vendors maintain. These backups can replace on-site disk and tape libraries, or they can serve as additional protected copies of data.

Backup has traditionally been the key to an effective data protection strategy. Data was periodically copied, typically each night, to a tape drive or tape library where it would sit until something went wrong with the primary data storage. That's when organizations would access and use the backup data to restore lost or damaged data.

Backups are no longer a standalone function. Instead, they're being combined with other data protection functions to save storage space and lower costs.

Backup and archiving, for example, have been treated as two separate functions. Backup's purpose was to restore data after a failure, while an archive provided a searchable copy of data. However, that led to redundant data sets. Today, some products back up, archive and index data in a single pass. This approach saves organizations time and cuts down on the amount of data in long-term storage.

The convergence of disaster recovery and backup

Another area where data protection technologies are coming together is in the merging of backup and disaster recovery (DR) capabilities. Virtualization has played a major role here, shifting the focus from copying data at a specific point in time to continuous data protection.

Historically, data backup has been about making duplicate copies of data. DR, on the other hand, has focused on how companies use backups once a disaster happens.

Snapshots and replication have made it possible to recover much faster from a disaster than in the past. When a server fails, data from a backup array is used in place of the primary storage -- but only if an organization takes steps to prevent that backup from being modified.

Those steps involve using a snapshot of the data from the backup array to immediately create a differencing disk. The original data from the backup array is then used for read operations, and write operations are directed to the differencing disk. This approach leaves the original backup data unchanged. And while all this is happening, the failed server's storage is rebuilt, and data is replicated from the backup array to the failed server's newly rebuilt storage. Once the replication is complete, the contents of the differencing disk are merged onto the server's storage and users are back in business.

Data deduplication, also known as data dedupe, plays a key role in disk-based backup. Dedupe eliminates redundant copies of data to reduce the storage capacity required for backups. Deduplication can be built into backup software or can be a software-enabled feature in disk libraries.

Dedupe applications replace redundant data blocks with pointers to unique data copies. Subsequent backups only include data blocks that have changed since the previous backup. Deduplication began as a data protection technology and has moved into primary data as a valuable feature to reduce the amount of capacity required for more expensive flash media.

CDP has come to play a key role in disaster recovery, and it enables fast restores of backup data. Continuous data protection enables organizations to roll back to the last good copy of a file or database, reducing the amount of information lost in the case of corruption or data deletion. CDP started as a separate product category but evolved to the point where it is now built into most replication and backup applications. CDP can also eliminate the need to keep multiple copies of data. Instead, organizations retain a single copy that's updated continuously as changes occur.

Enterprise data protection strategies

Modern data protection for primary storage involves using a built-in system that supplements or replaces backups and protects against the potential problems outlined below.

Media failure. The goal here is to make data available even if a storage device fails. Synchronous mirroring is one approach in which data is written to a local disk and a remote site at the same time. The write is not considered complete until a confirmation is sent from the remote site, ensuring that the two sites are always identical. Mirroring requires 100% capacity overhead.

RAID protection is an alternative that requires less overhead capacity. With RAID, physical drives are combined into a logical unit that's presented as a single hard drive to the operating system. With RAID, the same data is stored in different places on multiple disks. As a result, I/O operations overlap in a balanced way, improving performance and increasing protection.

RAID protection must calculate parity, a technique that checks whether data has been lost or written over when it's moved from one storage location to another. That calculation consumes compute resources.

The cost of recovering from a media failure is the time it takes to return to a protected state. Mirrored systems can return to a protected state quickly; RAID systems take longer because they must recalculate all the parity. Advanced RAID controllers don't have to read an entire drive to recover data when doing a drive rebuild. They only need to rebuild the data that is on that drive. Given that most drives run at about one-third capacity, intelligent RAID can reduce recovery times significantly.

Erasure coding is an alternative to advanced RAID that's often used in scale-out storage environments. Like RAID, erasure coding uses parity-based data protection systems, writing both data and parity across a cluster of storage nodes. With erasure coding, all the nodes in the storage cluster can participate in the replacement of a failed node, so the rebuilding process doesn't get CPU-constrained and it happens faster than it might in a traditional RAID array.

Replication is another data protection alternative for scale-out storage, where data is mirrored from one node to another or to multiple nodes. Replication is simpler than erasure coding, but it consumes at least twice the capacity of the protected data.

Data corruption. When data is corrupted or accidentally deleted, snapshots can be used to set things right. Most storage systems today can track hundreds of snapshots without any significant effect on performance.

Storage systems using snapshots can work with platforms, such as Oracle and Microsoft SQL Server, to capture a clean copy of data while the snapshot is occurring. This approach enables frequent snapshots that can be stored for long periods of time.

When data becomes corrupted or is accidentally deleted, a snapshot can be mounted and the data copied back to the production volume, or the snapshot can replace the existing volume. With this method, minimal data is lost and recovery time is almost instantaneous.

Storage system failure. To protect against multiple drive failures or some other major event, data centers rely on replication technology built on top of snapshots.

With snapshot replication, only blocks of data that have changed are copied from the primary storage system to an off-site secondary storage system. Snapshot replication is also used to replicate data to on-site secondary storage that's available for recovery if the primary storage system fails.

Full-on data center failure. Protection against a data center loss requires a full DR plan. As with the other failure scenarios, organizations have multiple options. One option is snapshot replication, which replicates data to a secondary site. However, the cost of running a secondary site can be prohibitive.

Cloud services are another alternative. An organization can use replication along with cloud backup products and services to store the most recent copies of crucial data in the event of a major disaster and to instantiate application images. The result is a rapid recovery in the event of a data center loss.

Data protection trends

Though research shows that it's important to stay in front of these latest trends in data protection policy and technology.

Hyper-convergence. With the advent of hyper-convergence, vendors have started offering appliances that provide backup and recovery for physical and virtual environments that are hyper-converged, non-hyper-converged and mixed. Data protection capabilities integrated into hyper-converged infrastructure are replacing a range of devices in the data center.

Cohesity, Rubrik and other vendors offer hyper-convergence for secondary storage, providing backup, DR, archiving, copy data management and other nonprimary storage functions. These products integrate software and hardware, and they can serve as a backup target for existing backup applications in the data center. They can also use the cloud as a target and provide backup for virtual environments.

Ransomware. This type of malware, which holds data hostage for an extortion fee, is a growing problem. Traditional backup methods have been used to protect data from ransomware. However, more sophisticated ransomware is adapting to and circumventing traditional backup processes.

The latest version of the malware slowly infiltrates an organization's data over time, so the organization ends up backing up the ransomware virus along with the data. This situation makes it difficult, if not impossible, to roll back to a clean version of the data.

To counter this problem, vendors are working on adapting backup and recovery products and methodologies to thwart the new ransomware capabilities.

In addition, businesses must make sure they protect data stored remotely, as ransomware threats are amplified when employees are more vulnerable and operate on less secure networks.

Copy data management. CDM cuts down on the number of copies of data an organization must save, reducing the overhead required to store and manage data and simplifying data protection. CDM can speed up application release cycles, increase productivity and lower administrative costs through automation and centralized control.

The next step with CDM is to add more intelligence. Companies such as Veritas Technologies are combining CDM with their intelligent data management platforms.

Disaster recovery as a service. DRaaS use is expanding as more options are offered and prices come down. It's being used for critical business systems where an increasing amount of data is being replicated rather than just backed up.

Mobile data protection

Among common data protection challenges, backup and recovery for mobile devices is tough. It can be difficult to extract data from these devices, and inconsistent connectivity makes scheduling backups difficult -- if not impossible. And mobile data protection is further complicated by the need to keep personal data stored on mobile devices separate from business data.

Selective file sync and share is one approach to data protection on mobile devices. While it isn't true backup, file sync-and-share products typically use replication to sync users' files to a repository in the public cloud or on an organization's network. That location must then be backed up. File sync and share does give users access to the data they need from a mobile device while synchronizing any changes they make to the data with the original copy. However, it doesn't protect the state of the mobile device, which is needed for quick recovery.

Differences between data protection, security and privacy

Although some businesses use the terms data protection, data security and data privacy, they have different purposes:

Data protection safeguards information from loss through backup and recovery.

Data security refers specifically to measures taken to protect the integrity of the data itself against manipulation and malware. It provides defense from internal and external threats.

Data privacy refers to controlling access to the data. Organizations must determine who has access to data. Understandably, a privacy breach can lead to data security issues.

Data protection and privacy laws

Data protection and privacy laws and regulations vary from country to country, and even from state to state -- and there's a constant stream of new ones. China's data privacy law went into effect June 1, 2017. The European Union's General Data Protection Regulation ( GDPR) went into effect in 2018. In the United States, the California Consumer Privacy Act supports the right for individuals to control their own personally identifiable information. Compliance with any one set of rules is complicated and challenging.

Coordinating among all the disparate rules and regulations is a massive task. Being out of compliance can mean steep fines and other penalties, including having to stop doing business in the country or region covered by the law or regulation.

For a global organization, experts recommend having a data protection policy that complies with the most stringent set of rules the business faces, while at the same time using a security and compliance framework that covers a broad set of requirements. The guidelines for data protection and privacy apply across the board and include the following:

safeguarding data;

getting consent from the person whose data is being collected;

identifying the regulations that apply to the organization and the data it collects; and

ensuring employees are fully trained in the nuances of data privacy and security.

Data protection for GDPR compliance

The European Union updated its data privacy laws with a directive that went into effect May 25, 2018. The GDPR replaces the EU Data Protection Directive of 1995 and focuses on making businesses more transparent. It also expands privacy rights with respect to personal data.

The GDPR covers all EU citizens' data regardless of where the organization collecting the data is located. It also applies to all people whose data is stored within the European Union, whether they are EU citizens or not.

GDPR compliance requirements include the following:

Barring businesses from storing or using an individual's personally identifiable information without that person's express consent.

Requiring companies to notify all affected people and the supervising authority within 72 hours of a data breach.

For businesses that process or monitor data on a large scale, having a data protection officer who's responsible for data governance and ensuring the company complies with GDPR.

Organizations must comply with GDPR or risk fines as much as 20 million euros or 4% of the previous fiscal year's worldwide turnover, depending on which is larger.

The GDPR, in Recital 1, notes that the protection of personal data is a fundamental right. However, in Recital 4, it says that this right must be balanced with other rights.

Recital 1 states: "The protection of natural persons in relation to the processing of personal data is a fundamental right. Article 8(1) of the Charter of Fundamental Rights of the European Union (the 'Charter') and Article 16(1) of the Treaty on the Functioning of the European Union (TFEU) provide that everyone has the right to the protection of personal data concerning him or her."

Recital 4 states: "The processing of personal data should be designed to serve mankind. The right to the protection of personal data is not an absolute right; it must be considered in relation to its function in society and be balanced against other fundamental rights, in accordance with the principle of proportionality. This Regulation respects all fundamental rights and observes the freedoms and principles recognized in the Charter as enshrined in the Treaties, in particular the respect for private and family life, home and communications, the protection of personal data, freedom of thought, conscience and religion, freedom of expression and information, freedom to conduct a business, the right to an effective remedy and to a fair trial, and cultural, religious and linguistic diversity."

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Cost of living correspondent

The Bank of England has held interest rates, ending a run of 14 consecutive increases.

That may bring some relief to homeowners who have seen mortgage rates rise and potentially the end of better news for savers.

How high could interest rates go?

The Bank rate is currently at its highest level for 15 years.

The theory is that raising interest rates makes it more expensive to borrow money, meaning people have less to spend, reducing demand and inflation.

Rates had risen 14 times in a row since December 2021 as the Bank tries to bring inflation closer to its target of 2%.

Although that is still more than three times the Bank's 2% target, it has influenced the decision to pause the run of Bank rate rises. That decision was split, with five of the nine-member committee voting for a pause.

Policymakers will be keeping a close eye on the "core inflation" rate - a measure which strips out volatile factors such as food and energy. It was down from 6.9% in July to 6.2% in August.

At one point, UK rates were expected to rise above 6%, but that peak is now expected to be lower, even if there is a rise at a later date.

The Bank has to balance the risk of damaging the economy, which has shown little sign of growth, with the need to slow price rises.

How do interest rates affect me?

When interest rates rise or fall, more than 1.4 million people on tracker and standard variable rate (SVR) deals usually see an immediate change in their monthly payments.

Despite the pause in rises, compared with December 2021, those on a tracker mortgage are still paying £540 more a month, and those on an SVR are paying £299 more a month.

Around three-quarters of mortgage customers hold fixed-rate deals. Lenders may now have some confidence to lower mortgage rates, although they are still much higher than much of the last 10 years.

Comparatively high interest rates mean house buyers and those remortgaging will have to pay a lot more than if they had taken out the same mortgage a year or more ago.

As people roll off cheap fixed-rate deals onto products with much higher rates, monthly repayments can soar by hundreds of pounds. Banking trade body UK Finance says there are about 800,000 fixed rate deals ending in the second half of 2023, and about 1.6 million deals expiring next year.

You can see how your mortgage may be affected by using our calculator:

A modern browser with JavaScript and a stable internet connection is required to view this interactive.

Bank of England interest rates also influence the amount charged on credit cards, bank loans and car loans.

Lenders could decide to put prices up, if they expect higher interest rates in the future.

Individual banks and building societies have been under pressure to pass on higher interest rate rises to customers.

There are some good deals on the market already, so analysts say that customers should shop around, as many will be on accounts paying little or nothing.

Although many savings accounts are paying more, even the best interest rates aren't keeping up with inflation.

This means the value of cash savings - its buying power - is falling in real terms.

Why have prices been going up?

Inflation has been relatively high worldwide, after Covid restrictions eased and consumers spent more.

Many firms experienced problems getting enough goods to sell. Oil and gas costs were also higher than they had been - a problem made worse by Russia's invasion of Ukraine.

Although many elements of inflation are global, there are also domestic factors at play in the UK, including rising wages.

Are other countries raising their interest rates?

Interest rates have been increasing across the world in recent months.

The UK has one of the highest rates in the G7 - a group of the world's seven largest so-called "advanced" economies.

It is higher than the Euro area and the US.

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A designer brand has admitted to destroying its own products. Coach confirmed that it purposely ripped up bags that were returned to its stores, even if the bags were still in good condition.

Anna Sacks, who runs a series of social media accounts calling for more sustainable fashion, claimed the bags were destroyed so that Coach could save money on their taxes, by claiming back money for unsold damaged items.

The brand has admitted that it used to happen but said it won't destroy in-store returns anymore.

Coach is a company which sells high-end fashion bags that go for hundreds, if not thousands of pounds each.

It's a popular brand with celebrities like Selena Gomez, Ariana Grande, Emma Watson and Yara Shahidi.

But the practice of damaging their own products has brought them negative attention.

@thetrashwalker / Anna Sacks

Sacks described what she believes to be the brand's practice in a video.

Holding up a series of Coach bags with massive cuts through the fabric, she commented "This is what [Coach] do with unwanted merchandise.

"They order an employee to deliberately slash it so that nobody can use it."

Many people have been criticising Coach after watching the video, saying that it is bad for the planet.

What has Coach said?

Coach has put out a statement in response to the criticism.

A spokesperson said: "We are committed to sustainability.

"We have now ceased destroying in-store returns of damaged and unsalable goods and are dedicated to maximizing such products reuse in our Coach (Re)Loved and other circularity programs."

Some have welcomed the news, but other people have said that Coach have only made the change because they've "been caught".

Getty Images

Why do companies do this?

This is not the first time that a fashion brand has been found to destroy its own products instead of restoring or selling them.

Shoe brand Nike was accused by The New York Times of slashing shoes to prevent them being resold in 2017.

A Nike spokesperson at the time told The New York Times, "Some product didn't meet our standards to restock, recycle, or donate so it was disposed of."

And in 2018, it was discovered that Burberry destroyed unsold clothes, accessories and perfume worth £28.6 million.

Getty Images

The high-end fashion brand said they did this to keep the items from being stolen or sold for a cheaper price, which they believe would devalue their brand.

Burberry banned the practice in 2018.

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A designer brand has admitted to destroying its own products. Coach confirmed that it purposely ripped up bags that were returned to its stores, even if the bags were still in good condition.

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Clothing retailers like Zara, Forever 21, and H&M make cheap and fashionable clothing to satisfy the needs of young consumers. Yet, fast fashion has a significant environmental impact. According to the UN Environment Programme (UNEP), the industry is the second-biggest consumer of water and is responsible for about 10% of global carbon emissions - more than all international flights and maritime shipping combined. Unfortunately, fast fashion problems are often overlooked by consumers.
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What Is Fast Fashion?

The term ' fast fashion ' has become more prominent in conversations surrounding fashion, sustainability, and environmental consciousness. The term refers to 'cheaply produced and priced garments that copy the latest catwalk styles and get pumped quickly through stores in order to maximise on current trends'.

The fast fashion model is so-called because it involves the rapid design, production, distribution, and marketing of clothing, which means that retailers are able to pull large quantities of greater product variety and allow consumers to get more fashion and product differentiation at a low price.

The term was first used at the beginning of the 1990s, when when Zara landed in New York. "Fast fashion" was coined by the New York Times to describe Zara's mission to take only 15 days for a garment to go from the design stage to being sold in stores. The biggest players in the fast fashion world include Zara, UNIQLO, Forever 21 and H&M.

The Dark Side of Fast Fashion

According to an analysis by Business Insider, fashion production comprises 10% of total global carbon emissions, as much as the European Union. It dries up water sources and pollutes rivers and streams, while 85% of all textiles go to dumps each year. Even washing clothes releases 500,000 tons of microfibres into the ocean each year, the equivalent of 50 billion plastic bottles.

The Quantis International 2018 report found that the three main drivers of the industry's global pollution impacts are dyeing and finishing (36%), yarn preparation (28%) and fibre production (15%). The report also established that fibre production has the largest impact on freshwater withdrawal (water diverted or withdrawn from a surface water or groundwater source) and ecosystem quality due to cotton cultivation, while the dyeing and finishing, yarn preparation and fibre production stages have the highest impacts on resource depletion, due to the energy-intensive processes based on fossil fuel energy.

According to the UN Framework Convention on Climate Change, emissions from textile manufacturing alone are projected to skyrocket by 60% by 2030.

The time it takes for a product to go through the supply chain, from design to purchase, is called a ' lead time '. In 2012, Zara was able to design, produce and deliver a new garment in two weeks; Forever 21 in six weeks and H&M in eight weeks. This results in the fashion industry producing obscene amounts of waste.

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You Might Also Like: The 9 Essential Fast Fashion Statistics
Fast Fashion and Its Environmental Impact

1. Water

The environmental impact of fast fashion comprises the depletion of non-renewable sources, emission of greenhouse gases and the use of massive amounts of water and energy. The fashion industry is the second largest consumer industry of water, requiring about 700 gallons to produce one cotton shirt and 2 000 gallons of water to produce a pair of jeans. Business Insider also cautions that textile dyeing is the world's second-largest polluter of water, since the water leftover from the dyeing process is often dumped into ditches, streams or rivers.

2. Microplastics

Furthermore, brands use synthetic fibres like polyester, nylon and acrylic which take hundreds of years to biodegrade. A 2017 report from the International Union for Conservation of Nature (IUCN) estimated that 35% of all microplastics - tiny pieces of non-biodegradable plastic - in the ocean come from the laundering of synthetic textiles like polyester.

According to the documentary released in 2015, The True Cost, the world consumes around 80 billion new pieces of clothing every year, 400% more than the consumption twenty years ago. The average American now generates 82 pounds of textile waste each year. The production of leather requires large amounts of feed, land, water and fossil fuels to raise livestock, while the tanning process is among the most toxic in all of the fashion supply chain because the chemicals used to tan leather- including mineral salts, formaldehyde, coal-tar derivatives and various oils and dyes- is not biodegradable and contaminates water sources.

3. Energy

The production of making plastic fibres into textiles is an energy-intensive process that requires large amounts of petroleum and releases volatile particulate matter and acids like hydrogen chloride. Additionally, cotton, which is in a large amount of fast fashion products, is also not environmentally friendly to manufacture. Pesticides deemed necessary for the growth of cotton presents health risks to farmers.

To counter this waste caused by fast fashion, more sustainable fabrics that can be used in clothing include wild silk, organic cotton, linen, hemp and lyocell.
You might Also Like: How to Recognise Fast Fashion Brands and Which Ones to Avoid
The Social Impacts of Fast Fashion

Fast fashion does not only have a huge environmental impact. In fact, the industry also poses societal problems, especially in developing economies. According to non-profit Remake, 80% of apparel is made by young women between the ages of 18 and 24. A 2018 US Department of Labor report found evidence of forced and child labour in the fashion industry in Argentina, Bangladesh, Brazil, China, India, Indonesia, Philippines, Turkey, Vietnam and others. Rapid production means that sales and profits supersede human welfare.

In 2013, an eight-floor factory building that housed several garment factories collapsed in Dhaka, Bangladesh, killing 1,134 workers and injuring more than 2,500. In her project An Analysis of the Fast Fashion Industry, Annie Radner Linden suggests that 'the garment industry has always been a low-capital and labour intensive industry'.

In her book No Logo, Naomi Klein argues that developing nations are viable for garment industries due to 'cheap labour, vast tax breaks, and lenient laws and regulations'. According to The True Cost, one in six people work in some part of the global fashion industry, making it the most labour-dependent industry. These developing nations also rarely follow environmental regulations; China, for example, is a major producer of fast fashion but is notorious for land degradation and air and water pollution.
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Is Slow Fashion the Solution?

Slow fashion is the widespread reaction to fast fashion and its environmental impact, the argument for hitting the brakes on excessive production, overcomplicated supply chains, and mindless consumption. It advocates for manufacturing that respects people, the environment and animals.

The World Resources Institute suggests that companies need to design, test and invest in business models that reuse clothes and maximise their useful life. The UN has launched the Alliance for Sustainable Fashion to address the damages caused by fast fashion. It is seeking to 'halt the environmentally and socially destructive practices of fashion'.
You might also like: What Is Slow Fashion and How Can You Join the Movement?
One way that shoppers are reducing their consumption of fast fashion is by buying from secondhand sellers like ThredUp Inc. and Poshmark, both based in California, USA; shoppers send their unwanted clothes to these websites and people buy those clothes at a lower price than the original. Another solution is renting clothes, like the US-based Rent the Runway and Gwynnie Bee, the UK based Girl Meets Dress, and the Dutch firm Mud Jeans that leases organic jeans which can be kept, swapped or returned.

Other retailers like Adidas are experimenting with personalised gear to cut down on returns, increase customer satisfaction and reduce inventory. Ralph Lauren has announced that it will use 100% sustainably-sourced key materials by 2025.

Governments need to be more actively involved in the fashion industry's damaging effects. UK ministers rejected a report by members of parliament to address the environmental effects of fast fashion. On the other hand, French president, Emmanuel Macron has made a pact with 150 brands to make the fashion industry more sustainable.
Featured image by EO Photographer Chin Leong Teo
The best advice on reducing the environmental impact of fast fashion comes from Patsy Perry, senior lecturer in fashion marketing at the University of Manchester, who says, "Less is always more."

This story is funded by readers like you

Our non-profit newsroom provides climate coverage free of charge and advertising. Your one-off or monthly donations play a crucial role in supporting our operations, expanding our reach, and maintaining our editorial independence.

About EO | Mission Statement | Impact & Reach | Write for us

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Fast Fashion: Its Detrimental Effect on the Environment

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Fast fashion has a massive environmental impact, it is the second-biggest consumer of water and is responsible for nearly 10% of global carbon emissions.

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Gaza war’s ‘darkest moment’ unfolding in north, United Nations says

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Volker Türk has called on world leaders to act, saying states had a duty to ensure respect for international humanitarian law.

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Given that an estimated 150 billion garments are produced every single year, we know that the fashion industry produces far too many clothes. But did you know that a staggering amount of those garments - between 15 and 45 billion, according to one report - are never sold in the first place?

The main reason for this is fashion's business model, which relies on buyers predicting the amount of product that they will sell ahead of time. Naturally, there will be leftover stock because of this - a problem that's exacerbated by the potential financial losses involved in not having enough of the right garment. "To sell out of a product actually costs a business more than having extra product that you end up discounting," Mairi Fairley, partner and head of retail practice at OC&C Strategy Consultants, tells Vogue. "From a business perspective, buying more is better because you don't want to risk not having enough."

Of course, this comes at a huge cost to the planet, considering that the fashion industry is responsible for up to eight per cent of global greenhouse emissions - not to mention other environmental impacts, such as biodiversity loss, water pollution and deforestation.

Meanwhile, there's the enormous waste issue. In the past, luxury brands have been known to destroy unsold stock, a practice that still persists, despite now being banned in France. However, the majority of garments are shipped off to countries in the Global South, including Ghana, Kenya and Chile. While the idea is that the garments will be sold on, the vast volumes involved mean a large amount is incinerated or ends up in landfill - as evidenced by the mountain of clothes in the Atacama Desert in Chile which can be seen from space - having a devastating effect on local communities.

It's clear that fashion needs to urgently tackle the problem. According to WGSN and OC&C Strategy's report, retailers could decrease overproduction by 10 to 15 per cent via better forecasting. "It's about using more data and more analysis to understand what customers are actually going to buy," Fairley says, with AI tools increasingly playing a part. Shortening production times to be responsive to what customers are actually buying is another solution, too. "One of the reasons we have to guess what consumers are going to buy is that it takes a long time to produce product," the retail expert continues.

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Why Are Billions Of Clothes Never Even Sold?

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Overproduction is a huge issue in the fashion industry, with between 15 to 45 billion clothes not sold every year. Vogue looks into how to tackle the issue of overproduction in fashion.

# data[].attributes.attachment_link.readable_text
Given that an estimated 150 billion garments are produced every single year, we know that the fashion industry produces far too many clothes. But did you know that a staggering amount of those garments - between 15 and 45 billion, according to one report - are never sold in the first place?

The main reason for this is fashion's business model, which relies on buyers predicting the amount of product that they will sell ahead of time. Naturally, there will be leftover stock because of this - a problem that's exacerbated by the potential financial losses involved in not having enough of the right garment. "To sell out of a product actually costs a business more than having extra product that you end up discounting," Mairi Fairley, partner and head of retail practice at OC&C Strategy Consultants, tells Vogue. "From a business perspective, buying more is better because you don't want to risk not having enough."

Of course, this comes at a huge cost to the planet, considering that the fashion industry is responsible for up to eight per cent of global greenhouse emissions - not to mention other environmental impacts, such as biodiversity loss, water pollution and deforestation.

Meanwhile, there's the enormous waste issue. In the past, luxury brands have been known to destroy unsold stock, a practice that still persists, despite now being banned in France. However, the majority of garments are shipped off to countries in the Global South, including Ghana, Kenya and Chile. While the idea is that the garments will be sold on, the vast volumes involved mean a large amount is incinerated or ends up in landfill - as evidenced by the mountain of clothes in the Atacama Desert in Chile which can be seen from space - having a devastating effect on local communities.

It's clear that fashion needs to urgently tackle the problem. According to WGSN and OC&C Strategy's report, retailers could decrease overproduction by 10 to 15 per cent via better forecasting. "It's about using more data and more analysis to understand what customers are actually going to buy," Fairley says, with AI tools increasingly playing a part. Shortening production times to be responsive to what customers are actually buying is another solution, too. "One of the reasons we have to guess what consumers are going to buy is that it takes a long time to produce product," the retail expert continues.

# data[].attributes.attachment_link.title
Why Are Billions Of Clothes Never Even Sold?

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Overproduction is a huge issue in the fashion industry, with between 15 to 45 billion clothes not sold every year. Vogue looks into how to tackle the issue of overproduction in fashion.

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ARE YOU MAD’ is a concisous creative agency that works on upcycling sample inventory. Their first project, they dismantled 2500 pairs of designer sunglasses and turned them into a retail display unit. They ask brands what they were doing with community, culture, sustainability and ethics.

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Inspo of product (ORIGINAL orange cargo vest)

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Inspo of product (ORIGINAL orange cargo vest)

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I would like to look into the issue of brand leftover waste whether the item is a faulty piece or the brand has made too much of it

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Target consumer is GEN Z

https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/

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For decades, Pew Research Center has been committed to measuring public attitudes on key issues and documenting differences in those attitudes across demographic groups. One lens often employed by researchers at the Center to understand these differences is that of generation.

Generations provide the opportunity to look at Americans both by their place in the life cycle - whether a young adult, a middle-aged parent or a retiree - and by their membership in a cohort of individuals who were born at a similar time.

As we've examined in past work, generational cohorts give researchers a tool to analyze changes in views over time. They can provide a way to understand how different formative experiences (such as world events and technological, economic and social shifts) interact with the life-cycle and aging process to shape people's views of the world. While younger and older adults may differ in their views at a given moment, generational cohorts allow researchers to examine how today's older adults felt about a given issue when they themselves were young, as well as to describe how the trajectory of views might differ across generations.

Pew Research Center has been studying the Millennial generation for more than a decade. But by 2018, it became clear to us that it was time to determine a cutoff point between Millennials and the next generation. Turning 38 this year, the oldest Millennials are well into adulthood, and they first entered adulthood before today's youngest adults were born.

In order to keep the Millennial generation analytically meaningful, and to begin looking at what might be unique about the next cohort, Pew Research Center decided a year ago to use 1996 as the last birth year for Millennials for our future work. Anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial, and anyone born from 1997 onward is part of a new generation.

Since the oldest among this rising generation are just turning 22 this year, and most are still in their teens or younger, we hesitated at first to give them a name - Generation Z, the iGeneration and Homelanders were some early candidates. (In our first in-depth look at this generation, we used the term "post-Millennials" as a placeholder.) But over the past year, Gen Z has taken hold in popular culture and journalism. Sources ranging from Merriam-Webster and Oxford to the Urban Dictionary now include this name for the generation that follows Millennials, and Google Trends data show that "Generation Z" is far outpacing other names in people's searches for information. While there is no scientific process for deciding when a name has stuck, the momentum is clearly behind Gen Z.

Generational cutoff points aren't an exact science. They should be viewed primarily as tools, allowing for the kinds of analyses detailed above. But their boundaries are not arbitrary. Generations are often considered by their span, but again there is no agreed upon formula for how long that span should be. At 16 years (1981 to 1996), our working definition of Millennials is equivalent in age span to their preceding generation, Generation X (born between 1965 and 1980). By this definition, both are shorter than the span of the Baby Boomers (19 years) - the only generation officially designated by the U.S. Census Bureau, based on the famous surge in post-WWII births in 1946 and a significant decline in birthrates after 1964.

Unlike the Boomers, there are no comparably definitive thresholds by which later generational boundaries are defined. But for analytical purposes, we believe 1996 is a meaningful cutoff between Millennials and Gen Z for a number of reasons, including key political, economic and social factors that define the Millennial generation's formative years.

Most Millennials were between the ages of 5 and 20 when the 9/11 terrorist attacks shook the nation, and many were old enough to comprehend the historical significance of that moment, while most members of Gen Z have little or no memory of the event. Millennials also grew up in the shadow of the wars in Iraq and Afghanistan, which sharpened broader views of the parties and contributed to the intense political polarization that shapes the current political environment. And most Millennials were between 12 and 27 during the 2008 election, where the force of the youth vote became part of the political conversation and helped elect the first black president. Added to that is the fact that Millennials are the most racially and ethnically diverse adult generation in the nation's history. Yet the next generation - Generation Z - is even more diverse.

Beyond politics, most Millennials came of age and entered the workforce facing the height of an economic recession. As is well documented, many of Millennials' life choices, future earnings and entrance to adulthood have been shaped by this recession in a way that may not be the case for their younger counterparts. The long-term effects of this "slow start" for Millennials will be a factor in American society for decades.

Technology, in particular the rapid evolution of how people communicate and interact, is another generation-shaping consideration. Baby Boomers grew up as television expanded dramatically, changing their lifestyles and connection to the world in fundamental ways. Generation X grew up as the computer revolution was taking hold, and Millennials came of age during the internet explosion.

In this progression, what is unique for Generation Z is that all of the above have been part of their lives from the start. The iPhone launched in 2007, when the oldest Gen Zers were 10. By the time they were in their teens, the primary means by which young Americans connected with the web was through mobile devices, WiFi and high-bandwidth cellular service. Social media, constant connectivity and on-demand entertainment and communication are innovations Millennials adapted to as they came of age. For those born after 1996, these are largely assumed.

The implications of growing up in an "always on" technological environment are only now coming into focus. Recent research has shown dramatic shifts in youth behaviors, attitudes and lifestyles - both positive and concerning - for those who came of age in this era. What we don't know is whether these are lasting generational imprints or characteristics of adolescence that will become more muted over the course of their adulthood. Beginning to track this new generation over time will be of significant importance.

Pew Research Center is not the first to draw an analytical line between Millennials and the generation to follow them, and many have offered well-reasoned arguments for drawing that line a few years earlier or later than where we have. Perhaps, as more data are collected over the years, a clear, singular delineation will emerge. We remain open to recalibrating if that occurs. But more than likely the historical, technological, behavioral and attitudinal data will show more of a continuum across generations than a threshold. As has been the case in the past, this means that the differences within generations can be just as great as the differences across generations, and the youngest and oldest within a commonly defined cohort may feel more in common with bordering generations than the one to which they are assigned. This is a reminder that generations themselves are inherently diverse and complex groups, not simple caricatures.

In the near term, you will see a number of reports and analyses from the Center that continue to build on our portfolio of generational research. Today, we issued a report looking - for the first time - at how members of Generation Z view some of the key social and political issues facing the nation today and how their views compare with those of older generations. To be sure, the views of this generation are not fully formed and could change considerably as they age and as national and global events intervene. Even so, this early look provides some compelling clues about how Gen Z will help shape the future political landscape.

In the coming weeks, we will be releasing demographic analyses that compare Millennials to previous generations at the same stage in their life cycle to see if the demographic, economic and household dynamics of Millennials continue to stand apart from their predecessors. In addition, we will build on our research on teens' technology use by exploring the daily lives, aspirations and pressures today's 13- to 17-year-olds face as they navigate the teenage years.

Yet, we remain cautious about what can be projected onto a generation when they remain so young. Donald Trump may be the first U.S. president most Gen Zers know as they turn 18, and just as the contrast between George W. Bush and Barack Obama shaped the political debate for Millennials, the current political environment may have a similar effect on the attitudes and engagement of Gen Z, though how remains a question. As important as today's news may seem, it is more than likely that the technologies, debates and events that will shape Generation Z are still yet to be known.

We look forward to spending the next few years studying this generation as it enters adulthood. All the while, we'll keep in mind that generations are a lens through which to understand societal change, rather than a label with which to oversimplify differences between groups.
Note: This is an update of a post that was originally published March 1, 2018, to announce the Center's adoption of 1996 as an endpoint to births in the Millennial generation.

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Defining generations: Where Millennials end and Generation Z begins

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Pew Research Center now uses 1996 as the last birth year for Millennials in our work. President Michael Dimock explains why.

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New research from US youth culture agency Archrival and industry experts reveal how Gen Zs are rewriting the consumer path to purchase.

Over the last few decades, marketers have become obsessed with the "consumer funnel", where shopping on or offline was linear. This predetermined path to purchase followed conventional stages:

That consumer funnel was built for the old world - and Gen Z doesn't live there anymore.

With that, they discovered that consumption today is an infinite loop of inspiration, exploration, community and loyalty.

And from Madhappy and Represent to Rhode and Refy, the brands winning with Gen Z are those creating content and activations that touch each one.

For young consumers, social media remains the main source of inspiration for fashion and beauty purchases. Globally, three in 10 Gen Zs use social media to source inspiration for things, and they're 11 per cent more likely to do this than any other generation. Per Archrival's data, 77 per cent of Gen Zs and 79 per cent of millennials in the US are actively seeking style inspiration at least monthly, with almost half of those looking for style inspiration on social media. When asked where they learn about new brands, products and experiences, video reigns supreme: YouTube is the most popular platform with Gen Zs, followed by TikTok, then Instagram.

As young people consume more content than ever, it's getting more difficult for brands to cut through the noise. 80 per cent of Gen Zs agree that they are exposed to more brands and advertising than any other generation (compared to 73 per cent of millennials), per Archrival. And short form video - including TikTok, one of the most powerful inspiration channels for Gen Z according to Archrival's research - is very unpredictable.

Instead of becoming overwhelmed and tapping out completely, Gen Zs want to find the gold among the clutter.

"Because Gen Zs came of age in an era where they're constantly bombarded with content and information via social media, they consider inspiration and discovery foundational to their experience and even core to who they are," said Ben Harms, chief growth officer at Archrival. "The challenge for brands is delivering that inspiration to them in the right ways at the right moments." 71 per cent of Gen Zs say, "I'm always open to discovering new brands." So how can brands reach young people and inspire them to buy?

Influencers are still an important part of the inspiration journey. 51 per cent of Gen Zs believe social media influencers create new trends (versus 36 per cent of millennials) and 21 per cent of Gen Zs and millennials credited celebrities with creating new trends, compared to 15 per cent who said brands do.

The power of celebrities and influencers is evidenced by Hailey Bieber and her skincare label Rhode. Before Bieber launches a product, she often coins a phrase like "strawberry girl summer" on social media, launching an aesthetic micro-trend overnight that she then mirrors in her product offering.

Gen Zs are careful curators of their content who trust their algorithm implicitly to serve them what they want.

Due to the algorithm of platforms like TikTok, Instagram Reels and YouTube Shorts, TV, music and fashion and beauty content can spread like wildfire. It's given a new level of exposure to culture (via "second screen" content of TV or film) and previously exclusive events such as concerts or fashion weeks are now more mainstream than ever, which is inspiring consumers and birthing micro-trends including Barbiecore and Girl Math. While the percentages remain low, young people are becoming increasingly open about having mainstream tastes in comparison to their predecessors: 13 per cent of Gen Zs said they are happy to embrace their mainstream taste, versus 9 per cent of millennials.

As a result, retailers are behaving more like media companies and media companies are behaving more like retailers, says Alex Hawkins, strategic foresight editor at agency The Future Laboratory. One example is Half Magic, a makeup line and joint venture between film and TV production studio A24 and makeup artist Doniella Davy, who created the beauty looks on A24 show Euphoria. Most recently, the brand has released a makeup kit inspired by the new Sofia Coppola film Priscilla.

Despite their reputation as digital natives, Gen Z shoppers still value in-person experiences. Bricks-and-mortar stores are an important component in their fashion and beauty consumption. 74 per cent of Gen Zs think IRL experiences are more important than digital ones (compared to 66 per cent of millennials). 73 per cent of Gen Zs prefer making a purchase in store while shopping, versus the 27 per cent of Gen Zs who prefer to make a purchase on social media. And while online rules for inspiration, 68 per cent of Gen Zs prefer to try before they buy (versus 61 per cent of millennials). Just 32 per cent prefer to buy without trying. However, typically, they conduct in-depth online research before making the purchase in store.

During and after lockdown, brands from Balenciaga to Vans have invested heavily in the metaverse. Even though some labels have found success in platforms like Roblox, for many of Gen Z, the metaverse just isn't that exciting.

While around half of Gen Z respondents had created a virtual avatar (52 per cent), used an app filter (49 per cent) or made friends in a virtual game (44 per cent), when asked what would make brands seem "cool", just 32 per cent of Gen Zs said presence in a virtual world like Roblox or Decentraland (versus 28 per cent of millennials). Also, only 16 per cent of Gen Zs believe that branded NFTs would make a brand seem more cool, compared with 28 per cent of millennials. When interviewed by Vogue Business, many of Archrival's Gen Z community didn't know much about the metaverse at all. And those who did were ambivalent.

"I've heard about the metaverse, the virtual world thing, on Facebook. It feels as if they're pushing it on us," says 22-year-old Amaria Vail, who took part in Archrival's qualitative research. "But for now I'm not interested."

As social media became more important to the inspiration phase, platforms and marketers believed young consumers would be keen to impulse buy on social channels, with a convenient "swipe to buy" mentality. Many social platforms felt they could monetise this linear journey by creating in-app shopping, so users could purchase instantly when spotting a product they like. Platforms such as TikTok and Instagram, under this assumption, launched social commerce features like Instagram Shop and TikTok Shop, for seamless in-app shopping. While social commerce is popular in the APAC region, it remains to be seen whether TikTok's Shop endeavours will pay off. Instagram removed the Shop tab from the app at the start of this year, signalling mixed results.

In reality, many Gen Z consumers aren't buying products impulsively at the point of inspiration. In fact, young people are increasingly using social media as a search engine, to research products they've seen online or IRL and hear from others about the item's fit, quality, packaging and more.

TikTok search volume has increased "dramatically" over the last two years, says Kristina Karassoulis, head of luxury and auto brand partnerships for global business solutions at TikTok. "We're seeing brands now come to us and ask what their search numbers look like, because it's such an important factor." Often after a brand releases a campaign, TikTok will see a spike in searches for the brand, as users research further following the point of inspiration.

The research phase is crucial for brand trust: 70 per cent of Gen Zs and 69 per cent of millennials only trust a brand after carrying out their own research.

And 56 per cent of Gen Zs said "brands often lie about their products/services", compared with 47 per cent of millennials. Comments sections are also a key area of the research phase.

This method for buying is influencing how brands approach sales and marketing, says Hawkins. "For brands, there's an opportunity to become educators during the research-to-buy process, offering informative content about the product and engaging with reviews, unboxing videos and online communities. It's also crucial to create a seamless online and offline experience as Gen Z so often switches between the two. Their desire for information has also given them a real awareness of value."

Meezab Murad, a 21-year-old student in Dallas who was part of Archrival's focus groups, says she only makes impulse purchases if she's read some reviews first. "I think it depends completely on where I see the product, if it is a social media influencer or a content creator with similar skin tone, body type and height, I'd be more inclined towards an impulse purchase based on their review." She's never used a TikTok or Instagram shop, "I wasn't aware it was a thing."

"There have been impulse purchases in the past but again, that is only after I read some reviews."
Emma Wolan - 20

If young consumers know they need to buy an item, whether it's clothing, makeup or furniture, 40 per cent of Gen Zs look for reviews from online influencers (versus 31 per cent of millennials), per Archrival.

To tap into that, youth-focused DTC fashion and beauty brands like Djerf Avenue, Refy and Rhode use user-generated content (UGC) of customers wearing or showing how they apply products to inform young consumers about their brand. Luxury labels are less inclined to share UGC because they fear brand dilution.

Almost half of Gen Zs (48 per cent) also use Amazon as a tool to hunt down dupes (lower-priced products that look or function like the original). 48 per cent of Gen Zs and millennials compare prices on Amazon if they know they need to buy something, per Archrival.

During the research phase, Gen Zs often collage images of products they want, either in wishlists online, Pinterest mood boards or even folders of screenshots in their phones, to save for later. "When I see [fashion or beauty] I like, I normally take a screenshot that has the influencer's username in it so that I can go back to it if I need it," says Emma Wolan, a 20-year-old student at the University of South Virginia, who regularly shops for fashion and gains inspiration mainly from TikTok. "I have a folder in my camera roll that's just things that I want."

What's often overlooked is that Gen Z is also still very much driven by price, Hawkins says. "Because they're price-conscious and value-driven, tangible rewards, discounts and exclusive access via loyalty programmes are all pretty effective." That's why in the research phase, before purchasing a product, popular actions among Gen Zs surveyed by Archrival include comparing prices on Amazon and looking for sales or special offers.

For many Gen Z customers, simply selling a product isn't enough - brands need to build a universe. 54 per cent of Gen Zs say that their favourite brands are the ones that make them feel like they're part of a community, Archrival found. In other words, "cool" brands are the ones engaging this generation with far more than just product. And with 84 per cent saying they're more likely to purchase from brands that they see as "cool", compared to ones they don't, this universe building is key to winning their loyalty. While metrics for loyalty are often seen in terms of repeat sales, brands should consider other benchmarks, too.

Gen Z is the loneliest generation, according to the Cigna US Loneliness Index. Insights platform GWI also found that almost a third (29 per cent) of Gen Zs say they are prone to anxiety. In spite of this, the connection brands provide can help young consumers feel a sense of belonging.

LA-based brand Madhappy is both a clothing brand and a wellness community providing mental health support and resources, as well as community events alongside selling hoodies and T-shirts.

"Our hope has always been to create a brand that goes deeper than something transactional. We believe that the beauty of Madhappy is the ideology, the embrace of a shared perspective and a way of looking at the world," says founder Peiman Raf. "Tactically, we've accomplished this through our physical retail spaces and events - creating programming and ways to engage with the brand. Since the beginning of our retail presence up to now at our first flagship, we've always found it important to dedicate space to the ethos of the brand."

At Madhappy West Hollywood, for example, the brand introduced a "Local Optimist Space" - named after its bi-annual periodical Local Optimist - as a multimedia room featuring work from a rotation of artists who would design an ethereal, audiovisual experience for individual viewers. "It's a great example of the value we see in creating a world, rather than solely creating products," Raf says.

Which of the following would make a brand seem "more cool" to you?

Represent is a 12-year-old brand launched by Manchester brothers George and Michael Heaton. The brand turned over £50 million last year and is now building a presence in the US. A large portion of Represent's customers are below 25.

"Creating a brand isn't just the product for us, it's about the story, the lifestyle and the way we show up with everything we do," says George, writing from his new home in LA over email, where he's building the US business. Alongside its online communities like the Rep Talks Facebook groups (which has 14,700 members), Represent holds a mixture of physical community activities that go way beyond product drops, to make its community feel part of the brand journey. This chimes with young consumers' needs today: when asked which retail experiences would make them excited to shop in a physical store, over a third of Gen Zs and millennials said unique in-store events (e.g. live music, influencer meet-and-greets, pop-up shops).

Represent also hosted a Rep Talk day in Manchester last year, bringing more than 50 of its most-engaged customers to a Q&A session with George, Michael, James Gullick (chief product officer), and Stefan Lewis (chief digital officer). "We wanted to give them further insight into the brand's future, and understand their feedback on product areas. It was very insightful to both sides," says George. Represent's activewear line 247 aligns itself with the functional fitness community, with the founders, employees and fans of the brand participating in events such as Hyrox and ultra marathons, inviting the community to take part with them. 247 even has its own app, where the community can access co-founder George's daily workout routines.

Gen Z may be one of the most-informed generations, but they're also one of the least committal, according to Harms at Archrival.

"Gen Zs are reinventing the very notion of brand loyalty. They're largely open to it, but they expect brands to earn it - and to continue to win them over in new and innovative ways for the long haul." Ben Harms - Chief Growth Officer at Archrival

To earn Gen Z's elusive loyalty, brands need to keep consumers engaged for the long haul - and that means creating a whole universe of touchpoints for them to traverse and explore, beyond simple transactions. Brands that are successful in building loyalty know that the post-purchase journey is not actually just about the product.

If the old model of brand loyalty centred on how the consumer served the brand through repeat purchases, Gen Zs seek brand relationships that feel a little more reciprocal. While the loyalty programmes, discounts and early access to products that brands have always offered customers are still important to this generation, they expect brands to offer them benefits, even if they're not customers (yet).

In fact, loyalty to a brand isn't defined by purchase, according to Gen Zs. This crowd are much more likely than their millennial counterparts to say that showing brand loyalty means simply telling your friends about a brand (54 per cent versus 41 per cent), according to Archrival. When asked about the most important ways to show loyalty, Gen Zs said simply loving the brand even if they don't purchase it (40 per cent) and following the brand on social media (29 per cent) are enough, says Archrival senior editor of thought leadership, Bayla Metzger. Teens (13 to 18) are especially likely to consider themselves loyal to a brand simply because they love it, even when they have no intent to purchase (46 per cent).

UGC is another key factor in community building for fashion and beauty players. It creates the idea that post-purchase, consumers can remain part of the brand's story.

The Frankie Shop is an affordable luxury label that's played into UGC via celebrating customers post-purchase. The brand's Instagram and TikTok accounts feature regular customers styling and wearing its cult tailoring and separates. While The Frankie Shop's consumer base is predominantly millennial, the brand is building Gen Z users via UGC on TikTok.

"We dress people with real lives, real jobs and real problems, so sharing how our consumers wear our pieces is the best possible way to inspire others to try these outfit formulas," says the Frankie Shop founder, Gaëlle Drevet. "Seeing Frankie Shop pieces on real-life people helps our customers envision themselves in these designs, knowing that they are not just for the runway but practical and elevated choices for every day." Similarly, influencer label Djerf Avenue also reshares customers wearing its tailoring and separates, naming them the #djerfavenueangels.

Beauty brand Refy was launched by influencer Jess Hunt three years ago. Unlike makeup-artist-led beauty brands or megabrands, Refy prioritised nano and micro-influencers on its social feeds, resharing all different types of women using their products.

"Our products are all high-performance and they have very innovative formulas and applicators, so educating with tutorial style content is essential to make sure the audience knows how to use the product properly to get the best results," says CEO Jenna Meek.

To respond to the growing importance of UGC, TikTok launched "Branded Mission" last year, meaning that brands can approach users with over 1,000 followers to participate in a challenge, and on the back end it can access all the UGC in one place to easily reshare. Asos used this technology during Halloween 2023 on a spooky outfit challenge. "The user benefits because they go viral on the platform via the brand's page and the brand wins because they've got an amazing creator or something that feels so authentic building that content," she says.

"Loyalty is the essence of why we've been able to grow quickly over a short period of time," says Madhappy's Raf. "I think it's about a mutual relationship between the brand and its community."

"Our most loyal customers really want to see us evolve - they've loved what we've done already, but to replicate that again and again would be oversimplifying things. Continuing to build that bond with a wider community is always our goal." Peiman Raf - Founder, Madhappy

Brands need to be where the people are: traversing the infinite loop of inspiration, exploration, community and loyalty.

Because there's no start or end point to the purchasing path today, Gen Zs can inspire others whether they're at the beginning of the journey, in the research phase or whether they're at the review [post-purchase] phase, says Kristina Karassoulis, head of luxury and auto brand partnerships for global business solutions at TikTok."It's about entertainment. It's about participation. And most importantly, it's about connection."

Brands that get it right in 2024 will win with Gen Z consumers.

Vogue Business membership ensures you stay connected to the fast-moving fashion and beauty industries with insider insight, expert analysis and behind-the-scenes exclusives not available anywhere else.

For more on how to go against the grain of traditional marketing and win the love, loyalty and sales of a new generation, sign up for The Culture Brief or get in touch.

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New research on how Gen Zs are rewriting the consumer path to purchase.

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loom - connecting designers with designers to bring life back to garments https://www.theloomapp.com

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fixed fashion - tutorials on how to repair and upgrade clothes - bringing community together

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Fixing Fashion is a project teaching people how to care, fix and repair their clothes to tackle the problems connected with fashion.

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Software platforms that help fashion brands turn slightly damaged returned goods into new sales are taking off as more companies look to transform online returns from a persistent dilemma into a source for profitable growth.

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Fashion needs to find a new way to deal with its online returns problem.

At 26 percent, apparel, footwear and accessories face a higher return rate than any other category, according to the return management platform Loop Returns. That number is only likely to increase - in 2023, 18 percent of all online orders in the US were returned, up from 17 percent in 2022, according to the National Retail Federation.

Services to help alleviate this burden, which can weigh on profits and leave brands with a surplus of unsellable goods, have long existed, from local marketplaces that buy returned items from retailers and resell them at a discount to returns software platforms like Optoro and Loop Returns that help brands determine if they should recycle, donate or resell returned items.

A new generation of companies, however, are refining that pitch specifically for fashion. Bazar, which launched last year, operates a marketplace where brands list items that aren't in the condition to be restocked and sold at full price. It notably works with fast fashion sellers like Cider - a sector that heavily contributes to landfill waste. There's also Revive, a software firm that launched in January, which helps brands like Michael Kors and Djerf Avenue refurbish returned items to resell on their own sites or through resellers like Poshmark and eBay.

While retailers have started imposing return fees to soften this trend's impact on their bottom line, platforms like Bazar and Revive offer brands the opportunity to improve profit margins on unsold inventory and create a viable new lever for them to grow their customer bases. Plus, they specialise in reselling fashion products, while other platforms work across categories and have less of an expertise in reselling apparel and other fashion products specifically. These companies are still small - Bazar, for example, is generating over $1 million, while Revive estimates revenue will hit north of $3 million this year - but they're growing quickly. Bazar plans to triple revenue year over year in 2024; Revive expects the volume of goods it refurbishes by the end of the year to jump 25x from January.

Despite the early momentum, it's unclear how big a business that helps fashion labels resell returned goods can become. Companies may find that this service alone isn't a compelling enough offering: Many established software providers that help brands do resale on their own, including Trove and Archive, also offer returns refurbishing as one feature in an overall suite of services.

Still, those realities haven't dimmed these start-ups' goals. Revive expects to generate $100 million in revenue by 2029, said Allison Lee, the company's chief executive.

"Ultimately the perfect solution doesn't exist," said Scot Case, vice president of corporate social responsibility and sustainability at the National Retail Federation. "Better solutions will focus on making it incredibly cost effective and convenient for both the retailers and the consumers."

Solving the Inventory Problem

High return volumes are an undeniable reality of today's retail landscape. While brands are doing what they can to decrease returns, they're also more open to figuring out how to make the most of the problem.

Reselling returned apparel is a major opportunity to turn a loss-maker (that could end up in a landfill) into a money-maker. But it presents challenges. Returns usually come back with minor wear and tear - ranging from a slightly snagged thread to armpit stains or even the lingering scents of the people who may have worn the garments. What's more, warehouse workers are usually trained to pick, pack and ship out orders, not survey dresses and pants for visible signs of wear and determine how they can be resold.

That's where a Bazar or Revive comes in, though their approaches differ. In addition to being a marketplace, Bazar lets brands send customer returns directly to its network of warehouse partners where data is pulled about those items' condition and then listed onto Bazar's site. The company, which takes a cut of sales, typically works with labels that sell apparel and accessories for less than $200, a price point that many brands would rather incur a loss on than go through the trouble of trying to resell, said Annie Hu, Bazar's co-founder and chief executive.

Revive, meanwhile, works with brands across price points to repair returned items within three weeks to their original condition to be resold at full price on a brand's site or through resellers like Poshmark and eBay. The company collects a commission from what's sold on resale sites and charges a service fee for the refurbishing process.

Though there's sustainability benefits, the primary advertised incentive for brands is to improve their bottom lines. Lee said Revive's brand partners on average have seen their return on investment - which the company measures by the value of items restored, as well as GMV and profits generated from those goods - grow as much as ten times more than what they spend on its service.

"If [brands] do the maths internally, they might find out that without Bazar, it's actually cheaper to just accumulate everything in a warehouse and not do anything with it," Hu said. "But even so, they're still losing money."

Burnishing a New Growth Machine

Reselling returned products can also be a source for finding new customers as it remains difficult for brands to appeal to shoppers online.

The stigma of buying pre-worn or imperfect garments is no longer a hang-up for consumers, especially Millennial and Gen-Z shoppers. Brands eager to tap into the growing online resale economy - which data firm GlobalData estimates will grow 21 percent annually on average for the next five years - can use reselling returned items to attract price sensitive customers who could become full-priced buyers down the line.

"There's real money to be made in resale and brands are understanding that more and more," said Ryan Rowe, co-founder and chief technology officer at software firm Archive, which also offers resale services to brands like The North Face and Oscar de la Renta, including the ability to repair returned product to be sold at a discount on their sites. He added that some of Archive's brand partners want revenue from resale to account for as much as 20 percent of their overall sales.

To see the gains they crave, brands first have to make managing returns a bigger priority. Beachy, Californian apparel brand Faherty, which uses Archive and tech company Tersus to resell returned items on its site, for example, recently worked with Tersus to increase staffing at the company's warehouse and accelerate the brand's relisting process. The goal is to grow the share of overall sales from resold items to 5 percent in the next five years from 1 percent today, said Alex Faherty, the brand's co-founder and chief executive.

The newer platforms aren't yet a major growth driver for all of their brand partners. Halara, for example, sells on Bazar to meet internal sustainability goals instead of meaningfully increasing sales. Still, the startups are launching services to make it easier for labels to maximise their sales growth potential from reselling returned wares. Revive, for instance, plans to introduce a drop-shipping model in 2025, where brands can direct individual customer returns to its warehouse partners instead of sending them in bulk once a month, speeding up the process of getting items relisted on their sites, Lee said. Brands should see increased resale revenue as a result, while Revive can move closer to its goal of generating nine figures in revenue in the next five years.

For some industry observers, there's a seemingly endless well of potential for brands, and the platforms that serve them, to grow within the booming resale economy - and turning an inventory issue into a money maker is an auspicious starting point.

"This is still the beginning of the story," NRF's Case said. "This is a growing piece of the retail economy. There are a lot of people that are going to do a lot of good and make some good money."

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Fashion's Big Opportunity in Reselling the Unsellable

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Software platforms that help fashion brands turn slightly damaged returned goods into new sales are taking off as more companies look to transform online returns from a persistent dilemma into a source for profitable growth.

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GOAT Vintage is a BIPOC woman-owned label on a mission to be the upcycled fashion brand that large retailers turn to for supporting their sustainability goals of zero waste production and transparent circularity.

Fanfare is a brand that’s breathing new life into vintage pieces, deadstock fabrics and surplus clothing by transforming them into unique contemporary designs.

E.L.V Denim is a London-based label that upcycles unwanted post-consumer denim to create genderless, size-inclusive denim styles that are bound to age well in your wardrobes.

Hôtel Vetements creates its wearable heirloom pieces using forgotten hotel curtains, upholsteries, cotton sheets, linens and tablecloths that look like they could’ve easily come from a Wes Anderson movie.

Farewell Frances - Using a wide variety of vintage quilts and bedsheets, Farewell Frances makes upcycled clothing look every bit as covetable and chic.

1OFF is a repurposed clothing brand that makes up cycling in fashion look chic with vintage designer pieces from luxury fashion houses like Burberry and Yves Saint Laurent

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Learn what upcycled fashion is and discover a variety of upcycling brands reworking vintage clothes and textile waste into new garments.

Gone are the days when the act of upcycling clothing was solely associated with at-home DIY projects.

Upcycling in fashion is now quickly becoming a creative and sustainable response to the industry's growing waste crisis.

Ahead, discover 20 upcycled fashion brands that are repurposing old garments into covetable, one-of-a-kind items of clothing that are a far cry from anything made using a hot glue gun.

What Is Upcycled Clothing and Is It Sustainable?

Upcycling in fashion essentially involves the practice of repurposing post-consumer waste or worn-out pieces of textiles into fresh - and wearable - clothing styles. By diverting landfill-bound clothing, adding value, and placing them back into circulation, upcycling encourages the very idea of circular fashion. An idea that could potentially prevent waste and reinforce a sense of value in the consumer that is used to tossing away clothing after merely getting 7-10 wears out of them.

The past few seasons have even seen luxury designer brands like Balenciaga, Chloé, and Dolce & Gabbana dabbling with upcycled creations by giving it the high-fashion boost it needs. For its SS21 collection, the statement-making Balenciaga showcased several upcycled looks that included a fur coat composed of dangling shoelaces, and a sheer dress made using basketball net chains.

What Is Reworked Fashion?

Not too dissimilar from upcycling, reworked clothing is the process of reshaping, restructuring, and re-stitching entire garments or parts of them, mixed and meshed with off-cuts, vintage textiles, and trims to produce unique pieces.

In fact, studies have shown that clothing reuse activities can conserve between 90 to 95% of the energy needed to make new items, proving that repurposed clothes can significantly lower fashion's carbon footprint.

Where to Find Upcycled Clothing Brands?

According to premium shopping app and fashion data insights platform Lyst, people are growing increasingly curious about upcycled clothing styles. Lyst reports that they've seen a 117% rise in demand for upcycled, recycled, repurposed and reworked items year on year.

To keep up with this increasing interest, we scoured the internet to find you 20 of the best upcycled clothing brands that are challenging throwaway culture by finding creative ways to repurpose vintage fashion and converting materials you wouldn't have even dreamt of wearing, into glamorous, one-of-a-kind clothes that are worthy of being addressed as works of art.

Take a look at them below!
Note that the following includes affiliate links. As always all brands featured meet strict criteria for sustainability and are brands that we love - and that we think you'll love too!

Fanfare is a brand that's breathing new life into vintage pieces, deadstock fabrics and surplus clothing by transforming them into unique contemporary designs.

Not only do they create upcycled looks but also feature a range of vintage pieces, along with a recycled clothing section on their site that showcases an impressive lineup of handpainted, embroidered and unique patchwork details.

The best part? Starting at $100, you can send them one of your tired old pairs of denim jeans to upcycle it to your customization and liking.

Price: $$-$$$
Check out Fanfare

"If you are expecting a perfect piece, these are not for you." These are just a few words of caution you're bound to come across while shopping on 4Kinship's website. This Diné-owned upcycled and vintage brand prides itself on creating repurposed, imperfect pieces "that have a lot of soul" - as the brand so aptly describes it.

Upcycling materials like military parachutes and old curtains, along with a mix of preloved textile and vintage pieces, 4KINSHIP works with the indigenous folk of Dinétah (ancestral homeland of Navajo) and constantly supports projects that uplift their community.

Price: $$-$$$
Check out 4Kinship

At an amateur level, many of us have upcycled an old pair of jeans into denim cut-off shorts for the summer. After all, denim just happens to be one of the most democratic and resilient materials that tend to outlive most of the clothes in our wardrobes.

But don't just take our word for it - take a look at what LA-based RE/DONE has achieved ever since it began partnering with heritage brands like Levi's to upcycle vintage jeans into modern fits.

Since its affiliation with the timeless denim label in 2014, upcycled clothing brand RE/DONE claims to have diverted over 158,000 pairs of vintage Levi's from landfills by transforming them into unique collectables.

Price: $$$-$$$$
Check out RE/DONE

This chic French label was born out of the need to rescue and revive discarded hotel linens and textiles to create clothes which capture the symbolism of the hotel experience through meticulous handicrafts.

Hôtel Vetements creates its wearable heirloom pieces using forgotten hotel curtains, upholsteries, cotton sheets, linens and tablecloths that look like they could've easily come from a Wes Anderson movie.

In fact, the upcycled clothing brand says that some of their hotel linens like embroidered, silk curtains were sourced from the iconic Ritz Hôtel in Paris and date all the way back to the 1800s.

Price: $$-$$$
Check out Hôtel Vetements (FR)

An upcycled fashion designer who has found treasure in furnishing textiles and home linens, Selina Sanders sources vintage materials like tea towels, curtains, quilts, blankets and other linens to create one-of-a-kind pieces that have details like detachable collars and reversible styles that offer you more than one way to wear them.

With trends like Cottagecore and coastal grandmother taking TikTok by a storm, these pieces are sure to make a statement - and not just this season, but for a lifetime to come.

Price: $$-$$$
Check out Selina Sanders

E.L.V Denim is a London-based label that upcycles unwanted post-consumer denim to create genderless, size-inclusive denim styles that are bound to age well in your wardrobes.

We love the fact that most of their denim jeans are vertically patched in contrasting washes at the legs to create unique styles that are sure to give you the illusion of a longer frame.

Moreover, by reusing existing denim materials, the upcycled denim brand reduces its water consumption by using 7 liters of water to wash its denim compared to a whopping 7,000 for every new pair of jeans made.

Price: $$$-$$$$
Check out E.L.V Denim (UK)

Using a wide variety of vintage quilts and bedsheets, Farewell Frances makes upcycled clothing look every bit as covetable and chic.

The upcycled clothing brand's range of quilted jackets appears worn-in yet cozy, which have a distinctive Cottagecore appeal to them. An aesthetic that is clearly visible in their styles, since the head designer, Carly Scheck claims to draw design inspiration from her favorite childhood movies and novels like Little Women, Heidi and Anne of Green Gables.

Price: $$-$$$
Check out Farewell Frances

1/OFF® is a repurposed clothing brand that makes upcycling in fashion look oh so chic with vintage designer pieces from luxury fashion houses like Burberry, Yves Saint Laurent, Chanel and more. They create one-of-a-kind pieces as its namesake appropriately suggests.

Consider it your gateway brand to owning part of a higher-end luxury label. If that doesn't sound convincing enough, just take a look at this repurposed halter-neck wrap top that came from a Ralph Lauren men's shirt.

Price: $$$
Check out 1/OFF® (NL)

If you're a streetwear fan, then Frankie Collective is the place you ought to be shopping for your hypebeast attire. The brand sources vintage pieces from cult brands like Nike, Champion, Adidas, and The North Face to create reworked pieces in ways you wouldn't imagine were possible.

Expect to find wave color-blocked sweatpants assembled from 3 different vintage Nike sweaters to deceivingly well-constructed corsets and bustiers that don't look as though they were reworked using a bunch of sweatshirts.

Price: $$-$$$
Check out Frankie Collective (CA)

We get it, patchwork quilted clothes aren't for everyone. And coming across an upcycled clothing brand that patches its scraps together in visually harmonious patterns that are easy on the eyes can be hard. Fortunately, LOTI ticks all of these boxes and more with their stylish range of upcycled looks.

The bonus? This Peruvian label only reuses natural fibers like 100% cotton, alpaca, wool, and silk.

If you're looking for a cult piece this summer then look no further than their Luz Silk Tie Bralette, that's constructed from a combination of salvaged men's silk ties.

Price: $$-$$$
Check out LOTI

3 Women is a women-founded and owned brand creating upcycled clothing that you won't believe once belonged to tablecloths, pillow covers, feed sacks, and rice sacks. You'll also find vintage treasures from L.L. Bean, reworked Levi's 501s, along with some pieces dating back to the 70s and 80s.

The Money Ma nifestation Jacket is easily one of their standout pieces that was crafted from parts of a feed sack and tablecloth.

Price: $$-$$$
Check out 3 Women

As its namesake suggests, Picnicwear - founded by upcycled fashion designer Dani - features a range of bright and cheerful summer-in-the-park-worthy clothes and accessories that are made using deadstock and vintage materials - primarily, upcycled towels!

If you've ever relished lounging in a towel robe after a relaxing shower, you know these terrycloth materials can instantly evoke a sense of lazy comfort. So, it's only logical to see these colorful and bright towels turn into a range of covetable clothes for the summer.

Price: $$-$$$
Check out Picnicwear

You'd be hard-pressed to find a vintage upcycled clothing brand that treasures and transforms its scavenged scraps better than Psychic Outlaw. Using vintage quilts, bandanas, tablecloths, and old clothes, this cheerful brand creates trendy corsets, patchwork jackets and everything in between.

They even offer the option of supplying your own bandanas and tablecloths to create a personalised made-to-order outfit or accessory of your choice.

In addition to their ready-to-wear range, we absolutely adore the fact that they have a special collection of upcycled clothes for pets and kids, aptly titled Psychic Pets and Lil Outlaw.

Price: $$-$$$
Check out Psychic Outlaw

This noteworthy UK-based upcycling brand is a celebration of Bulgarian folklore that's seamlessly blended with sporty elements and a bold punk aesthetic. Just as their design aesthetic suggests, the brand is famous for repurposing recycled and deadstock materials like pillowcases and aprons to create their inimitable skirts and sportswear.

Their iconic pleated skirts instantly give off a punk-rock vibe and have been worn by the likes of Madonna and Dua Lipa, to name a few.

Price: $$$-$$$$
Check out Chopova Lowena (UK)

This iconic outdoor clothing and gear brand has always been ahead of the sustainable curve. So it came as no surprise when Patagonia launched its Worn Wear take-back program in 2019 where it collects pre-owned gear and clothing from it's customers and re-crafts it into unique pieces that are ready for reuse.

Customers who trade in their old Patagonia wares are rewarded with store credit that's determined by the condition of the item.

Price: $$-$$$
Check out Patagonia's ReCrafted Collection

Having started out as a hip vintage denim store in the heart of London, Rokit launched its range of reworked fashion back in the late 80s, long before any of the younger millennials were even born.

To date, Rokit originals reworks secondhand and vintage clothes, uses deadstock materials, and manipulates just about anything old to create coveted limited edition pieces.

Since the brand started out as a vintage source for denim jeans, it comes as no wonder that some of the star pieces in their reworked collection include hand-dyed Levi's jeans.

Price: $$-$$$$
Check out Rokit (UK & US)

Known for her elevated everyday styles, Eileen Fisher has expanded her sustainable Initiatives to include a range of; Mended, Overdyed, Felted, and Resewn clothes. This in-store program takes back pre-loved Eileen Fisher clothes that undergo repairs, only to go back into wearable circulation through the former clothing categories.

As a part of her circular initiative, the Resewn collection features pieces that have been deconstructed and redesigned into unique pieces that are a rare find.

Price: $$-$$$
Check out Eileen Fisher's Resewn Collection

Your go-to source for pretty patchwork pieces unlike anything you've ever seen before, Proche Studio's meticulous patterns are an absolute treat for your eyes.

Using vintage scraps from quilts and handkerchiefs, these camisole and patchwork pants are our go-to separates for the season. The unique yet wearable pieces are making upcycling in fashion look appealing even for upcycled clothing newbies.

Price: $$$
Check out Proche Studio

A brand that hopes to educate and elevate its customers through its upcycled denim creations, Noorism takes apart old pairs of jeans to produce gorgeous pieces like this oversized blazer and patchwork embroidered sweater.

Founded by Noor Bchara, who also happens to be an adjunct professor at the Fashion Institute of Technology, NYC, Noorism's website offers a paid online course titled Upcycled Design Masterclass in the hopes to inspire and educate people on upcycling and repurposed design.

Price: $$$
Check out Noorism

A Swedish upcycled clothing brand that repurposes pre-owned, overstock and recycled fabrics to create high-end pieces that don't even look like they were once just a bunch of woollen blankets or vintage towels.

Rave Review is perhaps the only brand we've come across who have successfully minted a collection of upcycled NFTs titled ' Cryptopanties ' that have digitally upcycled existing NFTs onto their artwork.

Price: $$$-$$$$
Check out Rave Review (SE)

About The Author:

Jharna Pariani is a fashion writer and creative strategist whose work is rooted in honesty and deep observation of the world around her. When she isn't busy penning down her thoughts, she moonlights as a video editor creating fashion and food reels on Instagram for several brands and influencers

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20 Beautiful Upcylced Fashion Brands Repurposing Waste

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Learn what upcycled fashion is and discover a variety of upcycling brands reworking vintage clothes and textile waste into new garments. Gone are the days when the act of upcycling clothing was solely associated with at-home DIY projects. Upcycling in fashion is now quickly becoming a creative and sustainable response to the industry's growing waste crisis.

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Who is GEN Z?

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Over the past year, Impact 360 Institute has worked closely with Barna on a landmark study of Gen Z. Impact 360 works with the next generation—with teenagers and college students—to equip them in biblical worldview and leadership. This new study is a snapshot of the ways Gen Z sees the world and the culture. Who…

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7 characteristics of Gen Z in 2023 - GWI

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research into understanding gen z characteristics to link into brand/service

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Think you know Generation Z? Think again. Much has been said about this generation, but amid the facts are plenty of myths, so we're here to set the record straight with 7 Gen Z characteristics, according to real consumer data.

Who are Generation Z?

If you're in uncharted territory, and aren't so familiar with Gen Z, let's get you up to speed. Gen Z are the generation after millennials, and before Gen Alpha, so roughly speaking, they're born between the mid 1990s and early 2010s.

They're the first generation of "digital natives", never knowing a world without the internet. This, coupled with the fact they had a worldwide pandemic and a cost of living crisis to contend with during their formative years has had a profound impact on their personality and values, making them a very interesting audience indeed.

Characteristics of Generation Z

1. They're money-driven and ambitious

2. They love to travel

3. They're prone to anxiety

4. They're known to set boundaries

5. They're avid gamers

6. They're nostalgic

7. They use social media in a unique way

1. They're money-driven and ambitious

Despite being in the lower income bracket (largely due to the fact that most are just starting out in their careers), that doesn't mean they're nonplussed about money. Quite the opposite is true.

Gen Z are 29% more likely than other generations to say they're money driven and ambitious.

When it comes to saving money, they're pretty savvy. 63% of this group say they want to save more money over the next 3 months - ahead of other generations. While their intentions are good, that's not to say they're completely confident on the best ways to save for the future. In fact, Gen Zs stand out for wanting support from their bank on the best ways to budget and adopt better spending habits. But currently, only 55% say they get this from their bank, which could be a great win for finance brands.

2. They love to travel

When asked what would bring more joy to their lives in future, vacations came out on top for Gen Z, highlighting the importance of travel (and adventure) for this generation.

Bar millennials, Gen Z are more likely than older generations to say they've purchased a domestic vacation or vacation abroad in the last 6 months.

And can you blame them? While it's been a difficult few years for all generations, Gen Z have certainly had a lot of challenges thrown their way. Major disruption to their learning and exams, and starting out their careers in a new never-been-tested hybrid way of working is likely to have taken its toll.

When looking for inspiration for their next vacay, Gen Z are more likely than everyone else to say they're influenced by social media posts. They also rely heavily on reviews when deciding where to stay; a third of Gen Z travelers say reviews from other people matter most to them when booking accommodation.

3. They're prone to anxiety

Of all generations, Gen Z are most likely to report having a mental health issue, and 3 in 10 say they're prone to anxiety. This is higher than all other generations, and sadly, it's on the rise.

In fact, a shocking 29% of Gen Z say they're prone to anxiety.

In the US alone, there's been a 25% increase in the number of Gen Z saying they experience stress/anxiety regularly. Social media is a key contributor, with around a fifth of Gen Z saying this causes them anxiety.

4. They're known to set boundaries

Gen Z are rewriting the rulebook when it comes to the world of work, rejecting " hustle culture" and working overtime in favor of a more balanced approach. TikTok trends such as " the soft life", which place emphasis on a slower, healthier and reframed version of success have really taken off amongst this generation. Some may call them lazy or work shy, but in reality, Gen Z are just really good at setting boundaries. Like really good. Having a work life balance is paramount for this generation.

72% of Gen Z are protective of their work-life boundaries.

Alongside work life balance, Gen Z also value mentorship, (they're 37% more likely to want the ability to mentor/train others) and want the opportunity to work with clients or customers (they're 33% more likely to say this than other generations), highlighting their appetite to share knowledge and work collaboratively.

5. They're avid gamers

If there's one thing this generation loves to do, it's game. It's a hugely popular pastime for this group, particularly gaming on smartphones.

Almost 9 in 10 Gen Z game on any device.

What sets Gen Z apart from other generations, is their reasons for gaming. Interaction and socialization plays a far greater role for Gen Z compared to older generations, whose primary reasons for gaming is to unwind.

This rings true for other virtual environments too. Of those interested in participating in a metaverse, almost half say they'd like to meet up with friends/family or meet new people, again highlighting their desire for social interaction.

6. They're nostalgic

Gen Z are 19% more likely than other generations to say they prefer to think about the past rather than the future. Their fondness for the past is most prevalent in their music and fashion preferences, with 90s music their second-favorite genre (among Gen Zs). Meanwhile, claw clips and noughties-style low rise jeans are making a comeback.

17% say they'd prefer to think about the past rather than the future.

Interestingly, many of the coveted trends we see Gen Z bringing back are from before they were born, suggesting it's less about reliving their past, and more about harking back to what they feel was a simpler time. Pass the rose-tinted glasses, please.

7. They use social media in a unique way

So we already know social media plays a key role in their vacation inspiration, but how else does this group use it? Well, for even more inspiration, on pretty much everything. They're 11% more likely to use social media for this reason than everyone else.

3 in 10 Gen Z say they use social media as a place for inspiration.

Social media also serves as a search engine for this generation. Gen Z uses social to search for answers, turning to TikTok ahead of Google for info and advice on anything from beauty trends to finances. According to research by Google, nearly half of young people look to TikTok or Instagram instead of Google Maps or Search for answers.

The bottom line

There's more to Gen Z than stereotypes may suggest. They're carving their own path in a very uncertain world, juggling their desire to seek adventure wherever they can with their need for stability by saving for a rainy day.

While they may be young, they're due to overtake millennials as the largest generation, so if brands want to stay relevant, they really ought to pay attention to today's "it consumer".

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7 characteristics of Gen Z in 2023 - GWI

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Think you know Gen Z? We're here to set the record straight with 7 Gen Z characteristics, according to real consumer data.

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Outdoor Learning | Educational Charity | Outward Bound Trust

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Gen Z they're in your workplace, but are you ready for them?

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Young consumers have strict expectations for products, and they're not afraid to try new brands or comparison shop (Credit: Alamy)

Young consumers have a lot of money - and they're eager to spend it. But they're not shopping haphazardly.

As Gen Z grow up, their dollars matter more and more in the global economy. This generation, born between 1997 and 2012, represents an estimated $450bn (£353bn) in spending power across the world - with $360bn (£282bn) in the US alone, according to some estimates. Their economic influence is only expanding, as more of them age into adulthood.

These young people not only have this money - experts say they're also willing to spend it, even amid a period of high financial anxiety. However, Gen Z's buying patterns are different than the generations that came before them. They're not simply spending on whatever they want the moment they think of it; instead, they're being extremely deliberate with who gets their dollars, and when.

Part of this choosiness is because of how much and how hard they're working to have discretionary income in the first place. Money is a daily concern for many Gen Zers, especially right now. Not only are most of them still on entry-level salaries, but they are also having to stretch their paycheques during a period of spiking inflation and high cost-of-living.

Yet although this generation is still navigating challenges such as skyrocketing rent prices and student debt, that doesn't stop them from finding ways to pay for their wants. Many young people are working overtime to bring in extra money, whether through passive-income schemes, side hustles or additional employment. According to an upcoming IBM survey of 20,000 American consumers seen by the BBC, 53% of Gen Z are doing freelance work - a number higher than any other age group surveyed, says Joe Dittmar, retail industry leader, vice president and partner at IBM Consulting.

The fact they're putting in so much time to earn extra cash may feed into their extreme discretion around how they end up spending it, says Dittmar, who is also on the board of directors at the National Retail Foundation (NRF).

Many Gen Zers are working hard to bring in extra discretionary income, and they're eager to spend it on the right purchases (Credit: Alamy)

Gen Z may be picky, but they are also practical. Tamara Charm, a partner at McKinsey & Company, says that because they're true digital natives, young consumers can research and select products in new ways that make them the shrewdest shoppers.

She says this group has begun to put a great deal of time and consideration into their purchases to make sure a product checks all their boxes. "[Gen Zers] are really savvy at going between their phone, their apps, the website, the store and back, again and again to figure out, 'What do I want? What do I need? When am I going to get it?', and being really intentional about that shopping," she says.

In contrast to impulse-buying, this type of consumption involves patience. Charm says Gen Zers are willing to delay purchases until they truly need them, and also holding out until they can find the best deals.

They also have exacting standards for the products themselves. Although Gen Zers are still seeking the best prices possible, they're not willing to compromise on quality, according to Charm's holiday shopping research at McKinsey & Company. The report showed Gen Z were the only generation to rank quality as more important than price. They're also more likely to read and leave reviews for products, and are quick to find another option to a product with poor reviews.

IBM's Dittmar agrees "quality is critical. If your product isn't living up to the quality, they're not going to give you a second chance". As a result, young shoppers aren't simply going to stick to a brand for its name alone if it doesn't meet their standards. Dittmar characterises this generation as enthusiastic and exploratory, willing to break habits and take risks. "They're not just going to one place," he says. "They're experimenting."

[Gen Zers] are really savvy at going between their phone, their apps, the website, the store and back, again and again to figure out, 'What do I want? What do I need? When am I going to get it?', and being really intentional about that shopping - Tamara Charm

As Gen Z begin to wield more economic power, their preferences and behaviours will begin to shift the retail landscape. And if brands want to be in line to capture this discerning generation's dollars, they'll need to evolve in lock step. This is especially the case in a world where Gen Z are increasingly prioritising sustainability.

"We only see consumer sentiment going up in importance around buying from companies who are authentic, buying from companies who are transparent, buying from companies who are responsible," says Charm.

Gen Zers care that the products they purchase are made and handled sustainably, and that the companies they buy from are committed to positive climate action, agrees Charlie Reed, global sustainability lead at Intuit. "This generation is taking personal steps to reduce their environmental impact. If they're not seeing their purchases align with that, then they're going to push for a better option."

There's one more important consideration, however: although may be emerging trends in Gen Z's behaviour and preferences, they're not a monolith. "This is not a one-size-fits-all group," says Dittmar - especially as trends change quickly, and social media means information is available to consumers instantly.

Gen Z have a long list of requirements to go check off before they deem a product worthy of purchase - and if retailers want the money they're happy to spend, they're demanding brands meet them where they are.

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The picky buying habits of Gen Z consumers

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Young consumers have a lot of money - and they're eager to spend it. But they're not shopping haphazardly.

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https://www.statista.com/topics/9543/sustainable-fashion-worldwide/. (Accessed: 02 Dec 2024)

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https://www.gminsights.com/industry-analysis/sustainable-clothing-market.

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ALL-IN VIDEO VOGUE BUSINESS Meet All-In, the off-schedule Paris label to watch | Vogue Business-1.pdf

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ALL-IN VIDEO VOGUE BUSINESS Meet All-In, the off-schedule Paris label to watch | Vogue Business-1.pdf

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Meet All-In, the off-schedule Paris label to watch

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All-In began as a magazine, creating upcycled fashion for shoots, which were not intended for sale. Now, it’s a growing label stocked at Ssense and H Lorenzo. Vogue Business caught up with the brand’s founders ahead of their buzzy off-schedule SS24 show in Paris.

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town turning waste into clothing https://www.youtube.com/watch?v=7i0QMnz4ExY

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Recycling fashion: The town turning waste into clothes- BBC News

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In 2019, the North American waste management market reached $208 billion. Thanks to advancements in modern chemistry and support from municipal governments, landfills have seen astonishing financial success in recent years. Burning waste to make energy is a $10 billion industry in the U.S., and the fastest growing part of the business is waste from big companies like Amazon, Subaru, Quest Diagnostics and American Airlines. They’re part of a growing corporate movement toward “zero landfill” as pressure mounts to reach sustainability requirements. It’s estimated that every year, millions of tons of plastic enter the ocean through rivers, and as global waste generation increases, the problem is poised to worsen. But a host of companies from Baltimore, Maryland to Bengaluru, India are working on the issue, developing novel methods to capture trash from rivers before it reaches the ocean. Dozens of electric vehicles are scheduled to debut in the next few years and over 300 million electric vehicles are expected to be on the world’s roads by 2030. The lifetime for an EV battery is estimated to be 12 to 15 years in moderate climates, but that doesn't mean the batteries end up in landfills when they die.

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70% of its greenhouse gas footprint depends on which products customers choose and whether they use and dispose of them in a sustainable manner

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Companies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services, but they often seem unwilling to follow through with their wallets. The authors have been studying how to encourage sustainable consumption f…

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Five areas sustainability will keep you competitive.

Globally the signs are clear: consumers say they are concerned about sustainability and the long-term health of the planet. And they are beginning to actually manifest shopper choices that suggest they mean it and expect brands to take responsibility. And brands are investing in all aspects of sustainable product development and go to market strategies. But a Harvard Business Review from 2019 details the conundrum of "the Elusive Green Consumer" - well-meaning shoppers who don't make sustainable choices, often because they are simply not easy.

How can we help move consumer intention to shopper behavior, when it comes to the fast-paced environment of FMCG goods?

The article reports a cautionary statistic, "... a frustrating paradox remains at the heart of green business: Few consumers who report positive attitudes toward eco-friendly products and services follow through with their wallets. In one recent survey, 65% said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so."

Claimed Versus Actual Behavior

In our own research, we see that shoppers claim they want to do good, but if we look purely at the behavior in context, in our studies we observe that shoppers are often not ready to compromise on core drivers that are more visceral. Our studies for clients reveal discrepancies that lead even the most environmentally committed consumers to make unsustainable choices at that check-out line.

But there are areas for brands to consider that can help them realize competitive advantage by making sustainability (and their products) the easy choice:

1. Packaging Design:

Packaging still needs to be attractive to shoppers at the shelf or on the e-commerce grid. We know materials that are spontaneously attractive to shoppers are not always the ones that are good from a sustainability perspective. Our experience confirms that changes affecting the looks of the pack at the shelf can also affect sales. It is therefore of the highest importance to test packs especially in-context, in order to find solutions that are at the same time sustainable AND effective when it comes to influencing consumer choice.

2. Changing Codes:

The visual cues that transmit "sustainability" are constantly changing, even as awareness regarding packaging, sustainability is increasing among consumers. Symbols meant to convey certain elements of sustainability differ from region to region and even within a region are somewhat inscrutable. Don't make assumptions based on consumer understanding that is outdated. Test if your pack is sending the right message and that the sustainability message is getting through.

3. Consumers are Genuinely Confused:

In addition to confusing symbols, sustainability across the lifecycle of a product is not easily understood. Consumers have to make judgments about excessive packaging (a tube in a box), plastic packaging that may be difficult to dispose of after the product is used (where and how can I recycle it), packaging created from recycled material, or packaging that can be reused and product replenished. What we know is that when faced with a decision that requires too much cognitive System 2 analysis, consumers will default to their simpler, familiar choices. Does your packaging convey the specifics around sustainability that facilitate intuitive purchases in the fast-paced omnichannel shopper world?

4. Core Product Drivers:

In considering favored brand choices, familiar characteristics (e.g. taste appeal, product enjoyment) are still the key elements consumers focus on when shopping and purchasing. Packaging must do double duty conveying not only the sustainability message but also the credibility of these important components of the brand promise.

5. Convenience, Safety, and Stability:

Handling, shipment, ease of opening and storage become part of the consideration set when consumers evaluate a product choice. Especially in Europe, consumers are considering the impact of weight on shipping: glass bottles may be a more recyclable material, but they impact the carbon footprint by being much heavier to ship, and more prone to breakage.

Behavioral science teaches us that we have many Drivers of Influence on consumer choice. Evaluating products and how they manifest in the shopper experience through a behavioral frame in-context can help brands meet consumer expectations for sustainability and realize the return commensurate to their investment. At PRS IN VIVO, our research on sustainable packaging focuses on these key areas to guarantee better business outcomes for brands.

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The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

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Five areas sustainability will keep you competitive. Published on January 20, 2020

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TYING TWO CONSUMERS TOGETHER - GEN Z BEING GREEN 

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TYING TWO CONSUMERS TOGETHER - GEN Z BEING GREEN 

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Why Gen Z Values Sustainability: Tips for Marketing to the Eco-Conscious Generation. | Kadence

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Explore why Gen Z values sustainability and how to incorporate sustainable practices along with tips on how to engage with this generation.

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73% of Gen Zers are willing to pay more for sustainable products. 

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73% of Gen Zers are willing to pay more for sustainable products. 

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Growth opporunity - Britique can aim to bring both together

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Major global events have a way of shaping the lifetime spending habits of the generations that come of age during them. A year after it began, the evidence is clear that the Coronavirus pandemic will be to Generation Z (those born since 1997) what the Great Recession that began in 2008 was to Millennials (those born between 1981 and 1996).

The Great Recession took a year or so to fully manifest itself while gradually grinding down housing values and stock portfolios in half. The career dreams of millions of Millennials were upended and, like those who lived through the Great Depression of the 1930s, we all had to learn to live with less. Cheap became chic and Chinese-made goods flooded the market.
The Coronavirus pandemic ranks among the most disruptive financial events in modern history and it has been a financial disaster for many.
But unlike the Great Recession, it began with a bang. For more than a year you could sense the collective sigh of the universe as factories shut down, the skies turned blue over Beijing for the first time in decades, and once-clogged highways were emptied as we adapted to working and learning from our homes. We've learned to do less, spend less, and waste less and no cohort has been as profoundly influenced as Gen Z.
The pandemic didn't start the sustainability revolution, but it has put it into hyperdrive, and Gen Z is in the driver's seat.
As the economy begins to recover, the consumer research on retail fashion brands that First Insight obtains makes it clear that the next normal is all about saving the planet.

According to recent study, Gen Z Shoppers Demand Sustainable Retail, the vast majority of Generation Z shoppers prefer to buy sustainable brands, and they are most willing to spend 10 percent more on sustainable products. The report also found that Generation Z along with Millennials are the most likely to make purchase decisions based on values and principles (personal, social, and environmental).

Previously it would have seemed improbable that two leading sporting companies - Allbirds and Adidas - would be collaborating on creating a sport performance shoe with the lowest carbon footprint ever. Or that Walmart would be partnering with ThredUp, an online thrift store, to sell "pre-owned" garments by name-brand fashion houses like Anne Klein and Tommy Hilfiger.

A survey last year by DoSomething , a social impact consultancy, reported that 75 percent of Gen Z respondents said they wanted to see that brands were ensuring employee and consumer safety. The survey found that, "If [brands] are not authentic, Gen Z will be the first to raise a red flag."

Virtually every company now proclaims its devotion to sustainability. But being authentic is not so easy and those which market around sustainability without backing it up run the significant risk of alienating consumers with messages that come across as self-serving.
I'll continue to spotlight companies that are getting it right, winning loyal consumers, and capturing market share in future articles.

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Gen Z Is Emerging As The Sustainability Generation

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A year after it began, the evidence is clear that the Coronavirus pandemic will be to Generation Z (those born since 1997) what the Great Recession that began in 2008 was to Millennials (those born between 1981 and 1996).

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Why use social media - use to target gen z 

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Why use social media - use to target gen z 

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Before the 1960s, young people were seen as an undesirable marketing audience and mostly ignored. Everything changed with Baby Boomers. They were the largest and most influential generation in the history of modern consumerism, yet their social movements and corporate distrust confounded advertisers who had to completely rethink their playbooks. Sound familiar?

Since then, marketers have been trying to reach a revolving door of youth generations-from Boomers to Gen X to Millennials, and now Zoomers and Gen Alpha. Reaching young people and penetrating trend culture has become a consistent hurdle.

Casey Lewis, social media consultant, author behind the After School newsletter and expert of social trends among younger audiences, sums it up like this: "Any brand not actively trying to reach Gen Z and Gen Alpha is doing themselves a disservice. Even if you don't care to be in the zeitgeist. They are our future consumers, so you need to have them in mind-even if you're not trying to reach them today."

After decades of consistently marketing to young people, marketers are again mystified by a new generation. Like Boomers before them, Gen Z represents a new kind of consumer: digital natives who are increasingly cynical, driven by ethical causes and are chronically online (or are they?) They are more discerning than their predecessors, which frustrates marketers trying to obsessively crack the code on how to effectively reach them without seeming indubitably cringe.

In this guide, we explain how Gen Z wants brands to show up on social media and what it takes to market to them the right way.

Gen Z social media usage

Gen Z has never known a world without social media or the internet. It's enmeshed in their daily lives and serves as their go-to channel for information-even beating out popular search engines. When we asked Lewis how she would describe the way Gen Z uses social, she responded, "A better question is how don't they use social? They use it for everything and they expect brands to use it for everything, too-from customer service to commerce, discovery to community."

Data backs this up. Compared to other generations, Gen Z is most likely to use social for discovering new products, keeping up with the news and reaching out to brands with customer care needs, according to the Q1 2024 Sprout Pulse Survey.

Let's break down which platforms occupy most of their time online and the types of content they engage with there.

Which platforms does Gen Z use and why?

According to The 2024 Social Media Content Strategy Report, 91% of Gen Z social media users are on Instagram and another 86% are on TikTok, making these platforms the most popular for Zoomers. Gen Z is most likely to use both channels for entertainment and connecting with friends and family.

Digging deeper into how they use certain platforms, Gen Z consumers report TikTok is their favorite channel to turn to for product discovery, closely followed by Instagram. The same report found that they are also most likely to use TikTok and Instagram for staying up to date on the news, and Instagram for customer care.

What brand content does Gen Z engage with?

On their top two most-used channels, Instagram and TikTok, Gen Z is most likely to engage with brand posts that include short-form video or static images, per The 2024 Social Media Content Strategy Report. What's interesting is that they're also most likely to watch long-form video on YouTube, their third most-used channel.

Lewis suggests all these channels and formats could be interconnected. "We all have short attention spans to go along with our preference for short-form video. But it's interesting to see Gen Z podcasters uploading one to two hour-long episodes. Then they slice and dice, and upload videos across short-form platforms."

Though Gen Z ultimately consumes all content on most platforms, the key is understanding the nuance and culture of each platform. That doesn't mean completely recreating posts from scratch-and overtaxing your team's bandwidth. It means, as Lewis illustrates, charting multiple points of distribution and connection, and prioritizing the platforms that matter most to this generation.

Gen Z social media trends

Upfront warning: This is not a trends listicle that will inspire specific content ideas (for that read our top social media trends article).

As Gen Z has matured (the oldest members of the generation are in their late 20s) and they've spent more time under marketers' microscope, throughlines have emerged that give us insight into how they think about social and its future. Brands are beginning to understand that keeping up with a lightning pace trend culture is not the key to their lasting loyalty, and Gen Z consumers want a break from being chronically online too (kind of).

These trends map out the future of Gen Z's social media habits, and give clues that reveal what it takes to build lasting brand resonance.

Growing trust in influencers and creators

According to The 2024 Influencer Marketing Report, influencer trust is holding steady but growing in some pockets-especially among young consumers. Nearly 40% of Gen Z consumers trust influencers more than they did a year ago.

This surge in trust isn't necessarily because Gen Z finds influencers and creators more authentic. Only 35% rank authenticity as a top trait they care about. For Gen Z, authenticity at face value can seem performative. Instead, they look for other signs of credibility, like follower count, posting frequency and long-term brand affinity.

As the influencer economy continues to grow, Gen Z will certainly continue to expect (and favor) brands that partner with influencers in unique ways. For brands to make their investments count, they need to find influencers with credibility in niche communities who are genuine fans of their brand.

Disheartened by most brand-led activism

The surge of brands putting out "activist" content in the last five years largely backfired-especially with discerning Zoomers. Many brands were accused of getting it wrong, overwhelming their audiences or performing to bolster the bottom line.

Sprout's 2019 #BrandsGetReal Report found that 70% of consumers then believed it was important for brands to have a public stance on social and political issues. The 2023 Sprout Social Index™ told a different story: Only a quarter of consumers said the most memorable brands speak about causes and news that align with their values.

But Gen Z doesn't want brands to become completely agnostic. They want the activism baton to be passed to influencers they partner with. Almost all Gen Z agree they expect influencers to take a stand on social issues, per a Q2 2024 Sprout Pulse Survey. The emergence of influencer activism signals how younger consumers don't just turn to these online personalities for product recs, and that many influencers are pressured to speak out (even when they're ill- or under-informed).

The same survey found that almost half of consumers will unfollow brands if they work with influencers that don't align with their audience's values. Considering 68% of consumers follow brands to stay up to date on new products and services, losing followers can have serious revenue implications.

Even though brands are no longer expected to comment on most social and political issues, there's a growing pressure to find influencers that do. Clearly understanding your Gen Z audience's values is imperative for meeting their expectations and protecting your reputation.

Desire for more unique brand identities

Nearly 90% of Gen Z say a brand's social media presence has a larger impact on whether or not they trust the brand compared to 2023, per the Q1 2024 Pulse Survey. To establish trust with Gen Z consumers, brands need to consistently convey their identity.

Hustling to keep up with trends or just posting libraries of user-generated content won't cut it. All social media users are most likely to unfollow a brand when their content has become repetitive or unoriginal, according to the Q2 2024 Sprout Pulse Survey, . The best way to keep your audience coming back for more is by making ownable content.

Lewis explains, "Where brands go wrong is losing sight of their own POV. An amalgamation of random user-generated content is simply not going to resonate; the brand's voice still needs to come through. Similarly, there's a misconception that engaging with online trends and memes is a silver bullet for brands when it comes to winning over Gen Z. It's not! Chasing culture rarely works. It's better for brands to focus on creating culture."

Lukewarm feelings toward AI-generated social content

Across the board, consumers of all ages are closely split on whether or not AI-generated content makes them more or less likely to be interested in a brand, according to the Q1 2024 Pulse Survey. The subsequent Q2 survey found that 83% of consumers think AI will make feeds even more saturated than they already are, while another 80% believe AI-generated content will add to misinformation on social.

Despite overwhelming concern, Gen Z still exhibits a slight enthusiasm for AI-generated content, such as AI influencers. The 2024 Influencer Marketing Report found that while only 37% of consumers say they're more likely to be interested in a brand who uses an AI influencer, this rises to 46% among Gen Z.

While it might make sense for some brands to dabble in AI content creation, there will most likely be minimal returns from your Gen Z audience. The best AI use cases for brands are still increasing efficiency in areas like social listening, data analysis and customer care.

An overwhelming need to touch grass

A stereotypical image of Gen Z persists: an entire generation glued to their phones and tablets, suffering from loneliness at epidemic rates. No matter how many headlines or think pieces are written about this subject, the stats point to steady or increased social media use.

The Q4 2024 Sprout Pulse Survey found that 56% of Gen Z consumers plan to consume more content from companies in 2025. Yet, many in this generation are burnt out and suffering from the unhealthy impacts of social. Platforms like Instagram are doing more to protect the most vulnerable members of the Gen Z audience, but many feel forced to set their own limits with social media detoxes.

The Q1 2024 Sprout Pulse Survey found that 57% of Gen Z took a detox in 2023 and 63% planned to in 2024-the highest of any generation.

While it's highly unlikely that Gen Z will start leaving social media in droves, we do expect to see more take breaks from principal networks and spend more time on community engagement networks like Substack. We also expect event marketing and IRL meetups will continue to appeal to Gen Z consumers craving a third space.

Brands Gen Z flocks to on social

As mentioned, Gen Z is a cynical generation. Overly promotional tactics, forced authenticity and glomming onto trends doesn't win their favor.

Here are four brands who have mastered the art of Gen Z marketing, and found a way to breakthrough in a way that feels true to their image.

Marc Jacobs

Luxury brand Marc Jacobs is an unexpected Gen Z darling. The fashion brand is well-known for including Gen Z, TikTok-famous comedians and influencers in its content. But somehow these personalities all capture the essence of the brand.

As Lewis articulates, "Marc Jacobs takes trends and formats, and makes them their own. Sometimes you see someone's presence and it feels stitched together and reactionary. Instead, their presence feels cohesive and has a unique Marc Jacobs stamp of approval."

Give your brand a Gen Z glow up: Follow Marc Jacobs' lead by keeping your content original and unexpected, yet completely on-brand.

Topicals

Skincare brand Topicals has mastered the art of brand trips and influencer marketing. Like their recent campaign #FadedFamilyVacation proves, the brand is in lockstep with their Gen Z audience and deeply understands their nuances.

"I'm interested in how brands are looking to their communities for insights and content. Brands like Topicals and other skincare brands are able to take action based on consumer feedback," says Lewis.

Topicals has also built a positive reputation for listening to their audience's product feedback and compensating creators and influencers. Lewis adds, "Topicals uses the TYB platform to engage with their community in a thoughtful way. The social, marketing and product teams are all co-collaborating on community management. They compensate people for UGC (giving them a tag is not enough), which makes sure it feels authentic and on-brand."

Give your brand a Gen Z glow up: Take it from Topicals: When you reward your audience for their content and feedback, they'll reward you with loyalty.

Graza

Graza, the brand behind the internet's favorite green squeeze olive oil bottles, has become a Gen Z mainstay. The hype is due in large part to the brand's social presence.

On social, the brand tackles product feedback head-on. A post of their co-founder apologizing for a packaging flaw is their most liked to date-a snippet of what makes the brand so human and relatable.

Other posts like their mascot Sizzle revealing what's inside their purse (i.e., bag of granola) and a Carousel of the vibe their olive oil brings to the function show they aren't afraid to have fun (in a strategic way).

Give your brand a Gen Z glow up: Speaking about Gen Z's language isn't about stuffing slang into your captions. It's about capturing the essence of chronically online humor. It's dry, absurd and, unmistakably, human. Just like Graza's content.

ServiceNow

Software company ServiceNow isn't your typical Gen Z marketing inspo. But the brand exemplifies a well-known Gen Z trait: subverting expectations in content. Like in the video where they literally interpreted cringy corporate jargon like "low-hanging fruit" and "ducks in a row."

Give your brand a Gen Z glow up: Gen Z content is often layered. It relies on both the creator and viewer having context for inside jokes and cultural touchstones. Even B2B brands like ServiceNow can use that to their advantage. Gen Z makes up a large portion of companies' current and future employee base, so even B2B brands have a vested interest in appealing to them.

Reaching Gen Z is crucial for long-term brand health

Each new generation brings its own set of challenges. Reaching Gen Z requires brands to rethink how they engage.

Brands who successfully reach Gen Z understand the generation's unique values, preferences and nuanced behavior in the social media ecosystem. From platform choice to content style, Zoomers are looking for brands who facilitate genuine, community-driven interaction.

For social marketers, that doesn't mean recreating every trend, but instead forging a distinct identity across platforms. That is the key to building trust and loyalty.

Looking for more insight into how each generation wants to engage with brands on social? Download The 2024 Social Media Content Strategy Report.

Aubree Smith

Aubree Smith is a Content Strategist at Sprout Social with a passion for helping others grow as social media marketers. Her enthusiasm for guiding others extends beyond Sprout, as she is also a registered yoga teacher.

Read all articles by Aubree Smith

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How Gen Z uses social media and what that means for brands

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Gen Z is making marketers rethink how they engage with their audiences on social. Our data explains where and how brands should show up.

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Gen z social media uses - Youtube, Instagram and TikTok - top 3 

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Gen z social media uses - Youtube, Instagram and TikTok - top 3 

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Gen Z's Social Media Usage: Where Do They Spend Their Time Online?

According to Morning Consult's , YouTube is the most-used platform for Gen Z - with 88% spending their time on the app:

Coming in at the number two spot is Instagram at 76% - hinting that the platform

And TikTok (68%) and Snapchat (67%) aren't too far behind either.

However, there's a notable dip once you get to the likes of Facebook (49%) and Twitter (47%).

Interestingly, more male respondents use platforms like YouTube, Twitter, Discord, Reddit, and Twitch.

On the flip side, when it comes to Instagram, TikTok, Snapchat, and Facebook, female Gen Zers take the lead.

And while its usage is on the lower end, Gen Z is still showing some love for .
ICYMI: Learn how to connect with Gen Z in our free workshop: 5 Gen Z Marketing Strategies To Implement in 2023

How Much Time Does Gen Z Spend on Social Media?

Morning Consult reports that 38% of Gen Zers spend over four hours a day on social media:

By comparison, only 18% of U.S. adults spend that much time online - showing the generational differences when using social media.

And when you contrast Gen Z's social media usage with their weekly interactions, the survey found that they also spend more time interacting with their peers online than in person.

The takeaway? If you want to reach Gen Z, doing it via social media is the way to go - they're digital experts for a reason.
FYI: Later is a social media management tool trusted by over 4M brands, creators, and social media managers. Start planning and publishing your social media posts today - for free:

Plan, manage, & analyze posts for every social channel in one spot with Later.

What Does This Mean for Brands Wanting to Reach Gen Z?

The proof is in the pudding: Gen Z likes to be online and YouTube is their platform of choice (for now).

YouTube is typically associated with content that educates or entertains - whether it's "how to" videos, vlogs, or funny pranks.

So, for your social strategy in 2023, consider creating educational content that provides value.

It could be a tutorial for your latest product or a deep dive about a particular topic. The more you can teach Gen Z about your niche, the better.

And if you don't have the capacity to build a YouTube strategy, consider creating short-form video content on Instagram or TikTok that leverages keywords for SEO.

Compared to older generations, Gen Z's social media usage leaves more room to reach, connect, and market to them online.

If you haven't started yet, 2023 is the perfect time.
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Gen Z's Social Media Usage in 2023 | Later

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Learn about Gen Z's social media usage in 2023. From their favorite platform to how often they're online, we've got all the answers and more.

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Social media marketing is a powerful way to grow your business. Use these tips and steps to build your best social media marketing strategy yet.

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Benefits of social media marketing | Duncan & Toplis News

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Leveraging social media can boost engagement and business growth. Our social media marketing team can take care of your strategy.

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Brand Name: Britique

Theme: Repurposed Waste, Sustainability, Green, Eco-Friendly

Color Palette: Various shades of green, with earth tones (light browns, soft beige) to reflect sustainability.

Logo Design Idea:

Typography:

Use a modern, clean sans-serif font to make the brand feel fresh and forward-thinking.

The "B" in Britique could be stylized to resemble a recycling symbol or a leaf, integrating the idea of repurposing and eco-friendliness.

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Gen Z green is the new Millennial pink for beauty products

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If there is a color capable of representing the values and culture of the Zeta Generation it is definitely green. Immediately associated with concerns about the

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Charli XCX’s Brat Green is now so etched into the zeitgeist that I struggled to watch the spring/summer 2025 men’s shows without my lips mouthing “bumping that…” like some kind of primate learning to speak English from flash cards.

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Lauren Cochrane on the shade of the summer: why Charli XCX’s Brat green is colouring everything from billboards to manicures

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What posts get the most likes, views and clicks? Explore the most successful social media marketing examples for 2024, from top brands.

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Whether you're thinking of applying for a Start Up Loan in the future, or have already received one, sign-up to receive our monthly e-newsletter, filled with expert advice, latest success stories and special offers for your business.

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Start Up Loans - small businesses can borrow up to £25,000

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Whether you're thinking of applying for a Start Up Loan in the future, or have already received one, sign-up to receive our monthly e-newsletter, filled with expert advice, latest success stories and special offers for your business.

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A startup loan is a business loan designed to help new UK businesses launch and grow. Like any other business loan, it's a lump sum of capital that you pay back with regular repayments at a fixed interest rate.

Lenders will usually want to see details of:

your business plan

your turnover

your trading history (if you have any)

your founders

your projected earnings

You might find, however, that your business doesn't currently meet the lending criteria for a UK Government-backed startup loan If this is the case, create a Swoop account and speak to one of our advisors to discuss your options.

Swoop are part of a network of official startup loans referral partners across the UK who signpost new businesses to the scheme. We do not provide any business support as part of this partnership, and will not charge you for anything related to startup loans. We may receive a fee from the Startup Loans Company if you subsequently obtain a loan having clicked on our link.

Many types of business can obtain a startup loan, from those still in the concept stage to those that have been trading for up to 36 months. However, some areas of industry are excluded. Companies, partnerships, or sole traders that engage in Illegal activities such as drugs, weapons, and chemical manufacture; FCA-regulated activities such as banking and money transfer services; gambling and betting; pornography; charities; private investigators without the correct license; property investment; and agents for third parties where your company does not receive most of the revenue it creates, are some of the businesses that are not eligible for a startup loan.

To obtain a government-backed startup loan, eligible applicants must meet the following criteria:

you must be at least 18 years old

you must live in the UK

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your business must have been trading for no more than 36 months

Startup loans can be used for most legitimate business purposes if they support the early growth of the company, form part of the business plan and are shown in the financial forecasts. Financial support from £500 up to £25,000 is available, with a maximum of £100,000 possible for a single entity if four business partners or directors each personally apply. (Maximum per applicant is £25,000).

Your business ownership is unaffected if you take out a government startup loan.

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Startup loans - borrow up to £100,000 as a new business

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The startup loans programme is a UK Government-backed scheme that offers loans up to £100,000 to eligible new businesses. Could your business benefit?

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Small Business Loans | NatWest Business Banking

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Our small business loan is for companies with an annual turnover of up to £2m. NatWest customers can apply for small business funding in under 10 minutes.

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Why Consumers Don’t Buy More Sustainable Fashion?

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10 Do's and Don'ts of First-Time Small Business Loans

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Are you a new business looking for funding for the first time? Check out these tips and tricks to ensure you get the right small business loan.

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WGSN - STATES GLOW GREEN AS A COLOUR OF THE YEARS 26/27 

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WGSN - STATES GLOW GREEN AS A COLOUR OF THE YEARS 26/27 

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Manchester Pop-ups, Showrooms & Venues to Rent | Appear Here

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When people think of Manchester they usually think of the music, but increasingly the area is known for its shops. Launch your pop-up in this cultural capital.