While nearly three-quarters of Gen Zers are willing to pay more for eco-friendly products, they are also a critical and discerning audience. In the second of a two-part report, we explore how members of this cohort expect their favourite brands to fit in with their sustainable ambitions.

With nearly three-quarters of Gen Yers and 51% of Boomers willing to pay more for sustainable products, eco-friendly living is no longer a niche pursuit. Yet many people are downplaying their eco credentials with inconspicuous purchases. Why aren’t consumers keen to appear ‘green’?

Despite best intentions to buy clothes from ethical sources, truly guilt-free fashion remains a niche sub-section of the industry. Enter Sewbo – a system designed to fully automate how clothes are made with the help of robotics, potentially paving the way to a more ethical industry.

Three-quarters of women see second-hand clothing as being identical in quality to new garments – and some even consider it to be more valuable. Sustainable fashion brand Ace & Jig is tapping into this sentiment through timeless design, free repairs and fan-centric swap parties.