Data: Gen Z’s sustainability ‘Intention Gap’ widens due to ultra-fast fashion purchases

New research has identified a significant “intention gap” in Gen Z’s sustainable shopping habits, with almost six in 10 (59%) young consumers admitting their generation talks more about sustainability than they practise.
The RSM UK and Retail Economics study, which was based on a survey of 1,500 Gen Z shoppers, revealed nearly a third (29%) consider themselves committed to sustainable consumption, a larger group (43%) fall into what researchers call “aspirational intentio