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Gen Z supports sustainability – and fuels ultra-fast fashion. How does that work?

By Marian Makkar, Senior Lecturer in Marketing, RMIT University
Amanda Spry, Senior Lecturer of Marketing, RMIT University

Generation Z has been called “the sustainability generation”.

Born between 1997 and 2013, 58% of this consumer cohort seek to buy products that are sourced sustainably. Australian Gen Zs say they are willing to pay…

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