79% of Gen Z students embrace buying clothes assigned to the opposite gender, UNiDAYS reveals
@MyUNiDAYS – Nearly eight in ten (79%) of #GenZ students are not put off by buying clothes assigned to the opposite gender and 64% have bought clothes for themselves marketed for the opposite sex, according to a new report by UNiDAYS, the world’s largest student affinity network.
Over one third of Gen Z (37%) have spent more money on clothes during lockdown than they have pre-pandemic and over 50% have bought more fashion items in 2021 than in previous years. And alongside demand for gender-neutral clothing rising among the demographic, sustainability is also key for Gen Z shoppers. Nearly seven in ten (68%) of Gen Z demand that their clothes are manufactured to the highest ethical standards and 57% feel brands championing sustainability, equality and diversity are getting it right.
With Gen Z estimated to have a $200 billion annual global spend power, the report explores Gen Z’s fashion trends and preferences, their attitudes to retailers, sustainability, pricing and more – informed by responses from our panel of more than 18k Gen Z students.
UNiDAYS GEN Z Fashion Report – increased desire for gender neutrality
Key statistics from the report include:
- 43% believe than gender doesn’t play a role in choosing clothes
- 64% of Gen Z have bought clothes for themselves marketed for the opposite sex and 79% are not put off by buying clothes assigned to the opposite agenda
- 79% agree that sustainable fashion is important to them
- Almost one quarter (23%) feel pressure from friends to shop sustainably
- 86% believe all beauty brands should be fully natural in the next decade
Responses