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Rapport

Empathy, Awareness, and Fluidity: How Generation Z Is Making its Mark on Fashion

Empathy, Awareness, and Fluidity: How Generation Z Is Making its Mark on Fashion

Brands need to listen to the non-binary thinking of consumers in their teens and early twenties, according to a report by Depop and Bain & Company.

  • min

Rapport

Empathy, Awareness, and Fluidity: How Generation Z Is Making its Mark on Fashion
en

 

Growing up in an era of ubiquitous digital technology and an unmatched rate of change, Generation Z has developed an interconnected and fluid way of processing the world, rather than digesting it through a binary framework. The impact of this mindset is examined in research by Depop and Bain & Company based on a survey of more than 2,000 members of this rising consumer cohort. For Gen Z, it’s not so much about this or that, but rather, this and that: awareness and vulnerability, individuality and community, digital and physical, commerce and entertainment, consumption and production, value and values.

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