Meet the TikTokers educating Gen Z on sustainable fashion

Brands need to rethink how to serve the new consumers of this not so new generation; marketers should innovate in the ways to reach them; and investors must keep in mind the latest consumer trends driven by Gen Z’s new norms. Young people have a tremendous influence on all other generations and in the ways these older people consume.

Instagram has made shopping your feed a near-seamless experience, which has spawned an endless stream of brands that only exist on the app. But the thrifting accounts toe a line between the personal and commercial. Auctioning off old clothes on Instagram is a very 2020 part-time job, and it follows in the footsteps of other ways teens use social me... See more

I think there’s going to be a future where work is more project-based. The new American Dream for Gen Z is being able to work wherever we want, whenever we want. Now, Gen Z is the side hustle generation because from a young age we realized that we can hustle to make money online.

• Embrace Opportunities for Edutainment. TikTok’s short-form video format isn’t just addictive—it offers brands a unique opportunity to educate consumers about their products. Additionally, teaming up with TikTok beauty and fashion experts, à la The Inkey List, can help brands build credibility and win over potential skeptics.

Gen-Z has inverted the design process — aesthetics like Barbiecore, Cottagecore, Dark Academia and Coastal Grandma originated bottoms-up from social media and resale platform content instead of top-down from fashion brands and retailers. As a result, many Gen-Zers tend to adapt pieces representative of trends into their own personal styles, as opp

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