Australia’s Gen Z consumers, the driving force behind much of the country’s climate activism, are particularly willing to shell out more for brands with a focus on positive societal impact, fair treatment of employees, sustainability, and inclusive practices.
Is clothing consumption in Australia becoming more sustainable?
Consciousness around the negative social and environmental impacts of fast fashion is growing, with many Australians seeking more eco-friendly clothing alternatives and purchasing routes, such as thrifting. Having sustainable clothing and fashion choices available is seen as crucial among over 50 percent of consumers in Australia, as consumers increasingly distance themselves from the country’s fast fashion industry, which accounts for thousands of tons of clothing waste each year.Online second-hand and homemade clothing platform, Depop, is becoming more popular among Australians, with more than 90 percent of Australian users reporting that making purchases on Depop stopped them from buying a brand-new item. More and more people across the country are becoming mindful of the way they dispose of their clothes, with some of the most popular clothing disposal channels including donating items to a charity or thrift shop, as well as selling clothing to friends or via a second-hand resale platform.
