Like a good wine, Gen Z Buyers are rather complex. They should be the richest Generation, however, they are struggling with economic concerns. They have anxiety about the environment, But are all in Quick fashionable haulages.
So, complex? Yes. But at the base of this generational cohort, Born between 1997 and 2012– Currently aged 13 to 28 – Priority of authenticity and sustainability. And that explains why they prefer natural fibers such as cotton with regard to their wardrobe choices.
YpulseTori d´Amico, genger of the content redator, different young people are interested in buying products concerned with the environment to help reduce their anxiety about the environment, pollution and health of the oceans.
“In the annual Ypulse sustainability report, we ask what actions they take to help the environment; 66% of young adults and 52% of 13 to 17 years say they buy sustainable clothes,” said Amico in an interview with the Lifestyle monitor™. “For them, this could mean a variety of things in addition to environmentally friendly fabrics, such as used purchase or purchase of brands with environmental initiatives. They feel really well when they are able to buy clothes that feel more responsible – when the price is correct, of course, because the price is most often their anxiety.”
As it stands, cotton is fiber or fabric preferred to carry among 66% of consumers of generation Z, according to the Cotton incorporated 2024 Lifestyle monitor™ Survey. This is dragged by all other fibers, including polyester and silk (5%), wool (2%), linen, cashmere and nylon (all 1%). In addition, 53%of generation Z buyers say that cotton or cotton mixtures are the fibers best suited to today’s modes, followed by polyester (11%), silk (8%) and Lycra / Spandex (2%).
Despite concerns about Price, The Majority of Gen Z Consumers (61 Percent) Are Willing To Pay More For Natural Fibers Such As Cotton because, when compared to other fibers, they consider it to be softer (56 pierient), More Comfortable (50 pierient), Better Quality (50 pierient), More Natural (36 Percent) along Lasting (26 pierient) and more environmentally friendly (23 pierient), According to the Monitor™ research.
London -based mode Psychologist Jennifer Heinen Said there is a link between the increase in Gen Z anxiety and their preference for comfortable and durable clothes.
“I see this link as fundamental,” Heinen told Lifestyle monitor™ in an interview. “Clothes do not only reflect our values - it strengthens our emotional regulation. When generation Z wears clothes that align with their ethics and feels good about their skin, it offers a feeling of control, self -stress and consistency. From a psychological point of view, it is a powerful means of reducing internal stress and increasing emotional security thanks to daily choices. Considered relevant in the management of anxiety and stress. »»
Despite this concern concerning sustainability, Gen Z has a fisheries for rapid fashion, which is known to be manufactured mainly synthetic fibers.
In the past year, 67% of generation Z consumers bought clothes at the power of fast Shein fashion, according to 2025 Monitor™ Research, much more than other generations. They also bought rapid fashion retailers such as H&M (50%), TEMU (35%), Zara (31%) and Mango (13%). A large number of generation Z (80%) consumers also say they bought on Amazon.
D’Amico says that this nuance is something that Ypulse has been doing research for years.
“One thing to note is that no all Young people buy the massive features that you see on social networks, and the sustainable brands that seek to win customers of the Z generation should know that it is generally not the experience they are, “said of Amico.” Our most recent Fashion preferences and style report Data show that 53% of 18 to 24 years agree with the declaration: “I buy in rapid fashion stores because that’s all I can afford”, and 44% of adolescents say the same thing, because adolescents do not buy all their own clothes yet. But even more young adults (64%) agree with the declaration, “Shopping Fast Fashion is bad for the environment”. It is clear that young people want more clothing options they may feel good, but the price and accessibility are the biggest barriers. »»
Heinen says that this gap between the values of the Z generation and what they buy can be attributed both to financial pressures and to the lack of education on the impact of rapid fashion.
“I do not see the behavior of Gen Z as a hypocrite – I see it as an identity tension in real time,” said Heinen. “This generation actively negotiates who they are in a world that requires both performance and objective. Brands that help resolve this internal conflict – offering a sustainable fashion without sacrificing the expression of identity, more than retailers. They become psychological allies. “
D’Amico said that brands that use natural fibers like cotton “can absolutely connect” with the values of Gen Z, even if the price generally comes first with this group.
“Price accessibility is an absolute must for sustainable brands to attract young consumers,” said Amico. “In the Ypulse sustainability report, we specifically ask for the intersection of environmental value and price when young people make shopp possible to make the most sustainable choice on the market – they do their best. »»
Heinen says that brands can connect with generation Z and increase loyalty in various ways, starting with consumer education on the environmental impact of different fibers. They can also support transparency in the supply chain, offer affordable sustainable options, highlight authenticity and ethical practices, and engage buyers via social media, where they can promote sustainable fashion choices and create campaigns that resonate with Gen Z values and lifestyles.
“Cotton adapts to Gen Z priorities,” said Heinen. “It is natural, ethically viable and comfortable – which support their mental, physical and environmental well -being. Brands that clearly communicate the environmental and ethical advantages of cotton are likely to resonate with the purchasing decisions of the values of Gen Z. ”
The Cotton Incorporated Lifestyle Monitor ™ survey is a current research program that measures the attitudes and behaviors of consumers relating to clothing, purchases, fashion, sustainability, etc.
For more information on the Lifestyle Monitor ™ survey, please visit https://lifestylemonitor.cottoninc.com.