How are new generations influencing the fashion industry?
What kind of inspirations can they leads in term of technological advancements in the name of sustainability?

Every generation has a defining moment. The Silent Generation had WWII, Baby Boomers had the moon landing, Millennials had the global financial crisis. Even Generation Z’s (Gen Z) is today facing a major change concerning climate: a threat which is already a reality and underlie different groups and environmental movements, created (not only) by young people who fight for the planet.

In addition to the fight for increased use of renewable energies, waste and plastic reduction, and the push to incentivise the use of electric vehicles, Gen Z has firmly aligned itself with advocating for a more sustainable fashion industry. This battle, like others, is primarily fought through social media: it is here that digital natives have long chosen to expose "greenwashing" operations in the textile sector, aware that about 40% of environmental claims made by brands could be misleading.

With Gen Z now reaching age and income levels where they can apply their ecological values and beliefs to their wardrobe, low cost is no longer chic: fast fashion may be quick and convenient, but research shows that only 34% of the younger generations view brands that apply these principles positively. Thus, we have witnessed a decline in profits for companies producing fast fashion and engaging in pure greenwashing operations since the end of 2022, and today brands are facing increasing pressure to abandon "sustainable" labels and instead respond to the real change demanded: if Gen Z acts as a powerful catalyst, technology is the true spark igniting this transformation.

So it's the brands themselves that are now seeking the best way to connect with this generation: the fashion industry is increasingly reliant on what happens on social media, trends, and the sense of urgency of new consumers, often creating limited editions designed to increase sales. However, this has led to a vicious cycle of overproduction and excessive consumption, to the extent that fashion has become one of the most polluting industries, generating more clothing waste every day than the Empire State Building could contain. Every day, Gen Z proves consistent with itself: over 50% exclusively purchase from brands that reflect what matters to them, namely sustainability, while distrusting those that do not.

"This is how the pressure from this generation is driving brands to change their best practices: some are embracing the path of vintage and second-hand clothing, while others are considering investing in new sustainable technologies," commented Paolo Crespi, Commercial Director at Epson Como. "Epson goal is to support brands' efforts with technologies aimed at innovating other processes in the textile industry (to achieve zero water goal), as already done for printing, to make the entire cycle more sustainable.

"These changes are still in the early stages, but Gen Z is proving that sustainable fashion can be both stylish and profitable," Paolo Crespi continued. "If the fashion industry wants to win over new consumers, it must not only understand their style needs but also embrace sustainability: it's the brands that act this way today that will emerge tomorrow."