Signals

US – Online resale platform ThredUp has partnered with Stranger Things actor Priah Ferguson to launch its Fast Fashion Confessional Hotline. Callers who dial the number can confess their shopping habits and hear Ferguson’s voice sharing her own confessions, encouraging them to abandon their basket and providing information on more sustainable ways to buy.

The launch comes in the wake of a new study from ThredUp which found that a third of Gen Z feel addicted to fast fashion, while almost half of college students say it’s hard to resist the temptation it offers. Despite Gen Z’s environmental leanings, the lure of cheap new on-trend clothes is strong, and ThredUp’s hotline is helping to break the cycle by presenting second-hand as a viable and affordable alternative. ‘I hope this hotline inspires people to change their shopping habits and think about thrifting. Even small changes can make a big difference for our future,’ says Ferguson.

As the second-hand clothing market continues to grow, young consumers are embracing Eco-motional Fashion that takes a more positive and human-centric approach to sustainability.

Young people want to be able to approach wellness by embracing imperfection, and they are rejecting practices and routines that are too restrictive. According to a new study in the US and Canada by YPulse, 68% of 13–39-year-olds agree that current wellness culture puts too much emphasis on perfection.

This constant and unachievable focus on reaching perfection is leading Gen Z and Millennials to reject wellness culture as toxic and harmful. Instead of sticking to strict routines, these groups want to do wellness their own way, taking a more holistic approach that also considers mental health, which they see as just as important as physical health.

Explore how to remix the wellness model for Gen Z by reframing the wellness conversation around feel-good content and messaging, leading to an approach that’s both aspirational and pragmatic.