Gen Y, also known as millennials, are the generation born between the early 1980s and the mid-to late 1990s. Along with the following cohort of Gen Z, Gen Y are recognized as the generation that is immediately aware of the risks associated with the climate crisis, as they face its consequences more directly than the generation of their parents. This is also linked to their higher awareness of the global environmental and social issues, which is increasingly reflected in Gen Y’s changing shopping habits. Gen Y tend towards value-based consumption, that includes searching for background information, and they often prefer sharing as an alternative to ownership.(1) Gen Y and Gen Z are also reported to be more likely than any other generation to actively avoid buying products that do not match their environmental and social values, which has significant implications for the future of the fashion industry.(1-2)
GEN Y
