Between Trends and Ethics: How Gen Z and Millennials Navigate Fast Fashion, Sustainability, and Influencer Marketing

Abstract

The rise of fast fashion has sparked growing concerns about sustainability, while social media influencer marketing has emerged as a powerful force shaping consumer attitudes. This thesis explores how Generation Z and Millennial consumers navigate the intersection of fast fashion, sustainability, and influencer-driven marketing, drawing from a theoretical framework on influencer marketing, fast fashion, and the consumption behaviours of different generations. It was hypothesized that a significant generational gap would shape their perceptions.

The study employed a quantitative approach using a Webropol survey. The survey gathered data from 108 participants in Finland, encompassing both Gen Z and Millennial consumers. Respondents answered questions about shopping habits, attitudes toward fast fashion’s environmental impact, and engagement with fashion influencers. The data was analysed to compare generational groups, focusing on patterns and differences in views of fast fashion and influencer marketing.

The study revealed broad similarities in how Gen Z and Millennial consumers approach sustainable fashion and influencer content. For both generations, sustainability in fashion is a high priority, accompanied by a demand for authenticity, social responsibility, and transparency from brands and influencers. As a result, both groups display a healthy scepticism toward influencer promotions of fast fashion that conflict with their values. While only subtle differences emerged between the groups, Gen Z respondents showed a slightly higher tendency toward social media trends and influencer recommendations. Millennials, by contrast, were marginally more prone to critically evaluate influencer content and disengage from influencers perceived as inauthentic or irresponsible.

The results did not support the initial hypothesis of a striking generational divide. Instead, the findings indicate that Gen Z and Millennials share a unified perspective on fashion and influencer marketing. Both groups are responsible consumers who demand ethical practices and transparency from the fashion industry. These results suggest that strategies to promote sustainability and accountable influencer partnerships can be similarly applied to both groups. Rather than revealing a clear gap, the research highlights an alignment between Gen Z and Millennial consumers in prioritizing sustainability and fairness in fashion marketing.