Watch out! Gen Z’s reshaping conscious fashion shopping – Consumer Navigator report

Gen Z is reshaping fashion consumption and brand engagement “through a unique blend of pragmatism and purpose”. That’s the view of global marketing company Dentsu in its latest quarterly Consumer Navigator sentiment report.

And the age group is achieving this via its “cautious optimism about the economy”, so brands “must align with Gen Z’s values and behaviours to drive loyalty and long-term performance”. You have been warned. 

The report noted that Gen Z  is “widely recognised for its values-led mindset, with sustainability remaining a key priority”. Yet convenience still plays a decisive role in purchase decisions. One in five Gen Z consumers prioritise ease over eco-consciousness, though many strive to strike a balance between the two. 

The report goes on to note that despite rising awareness of its environmental impact, “fast fashion continues to dominate”. Around 35% of UK consumers still shop on fast fashion platforms at least twice a month, and 24% of Gen Z-ers receive weekly deliveries. Price and convenience are the primary drivers with 55% citing affordability, while 42% value the seamless shopping experience. This is reflected in basket size, with almost 20% ordering six or more items per delivery. 
 
Elsewhere, social media influencers continue to play a powerful role in shaping Gen Z’s fashion choices, with 25% of consumers making purchases based on influencer or peer recommendations on fast commerce platforms. These range from styling tips to sustainability education. Creators such as @Andrea and @plzdontbuythat are driving awareness around quality, ethical production, and conscious consumption. “Their content not only influences purchasing decisions but also helps decode marketing claims, empowering younger consumers to shop more mindfully”. 
 
Finally, while affordability remains important, Gen Z is also “leading a shift towards quality and durability”. Some 19% prioritise quality over price, nearly double the rate of Boomers. Moreover, 81% of Gen Z-ers consider or balance quality and longevity in their purchases. 

Hannah Pile, client managing director – fashion at iProspect, a Dentsu brand, said: “We’re seeing a clear evolution in consumer expectations. Gen Z is demanding more from brands, balancing affordability with sustainability, and convenience with quality. The insight from the Consumer Navigator report shows that authenticity, transparency, and real action on environmental claims are no longer optional – they’re essential for building trust and long-term loyalty.”