A new report, “The Devil is in the Retail: Generation Dread - why modern-day fashion choices are so fraught”, published by FARA Charity Shops, concludes that youth are in flux over shopping culture: craving self-expression and still addicted to the thrill of uninhibited consumerism on one hand, while simultaneously crippled with climate change anxiety and worry that their habits are toxic and unsustainable, due to waste, resource depletion, and unethical trading practices, on the other.

The research results expose a trend amongst Generations Z and Alpha that demonstrates a stark contradiction between their attitude and behavior toward protecting the planet and their incontinent shopping habits.

The research found that 45% of Gen Z and Millennials say they will buy more second-hand clothing shortly while 67% of young people say social media impacts their shopping habits due to wanting to express themselves more through fashion, shopping more, and becoming aware of sustainable fashion practices.

Further, 84% of 16-25 year-olds are moderate to extremely worried about climate change and 82% of consumers say they feel a positive emotion after buying a second-hand item.

On the other hand, 95% of Gen Z and Millennials feel the fashion industry is not doing enough to be sustainable and 96% of green claims in fashion could be false.

Interestingly, 52% of Millennials and 46% of Gen Z have sold clothing on resale platforms.

“What the research indicates is that to address the conflict between consumerism and sustainable living head-on, the charity sector has work to do and there is a real opportunity to lead the way in inspiring the next generation of consumers. It must use some of the clever marketing practices employed by traditional retail. These include ensuring high standards in the way goods are curated, and the use of innovative technologies to personalize the shopping experience and reward sustainable choices, explains Libby Gordon, CEO of the FARA Foundation.