In a saturated landscape of competing brands and online startups, fashion brands must strive for authenticity to attract Generation Z consumers. But what does authenticity mean for younger shoppers when it comes to fashion and sportswear brands? Being true to their values, being friendly, and caring about their employees are also highly rated among the younger generation (all 66%), however younger audiences in the UK are much more likely to attach importance to factors relati
Generation Z students in the UK and US put pragmatism before any eco-friendly concerns when making purchasing decisions, a new survey by Unidays has revealed.
The Unidays Affdex report sampled 14,500 Gen Z consumers in the US and 3,000 in the UK, providing insights into the shopping attitudes of those born between 1995 and 2010.It found that, for this age group, ethical concerns are less important than other more practical considerations such as product quality and style, wi