Stat: UK Gen Z champion imperfect sustainability in fashion

UK – Gen Z are driving a nuanced shift in fashion, where quality and durability are increasingly valued, but not at the expense of affordability. According to Dentsu’s latest UK Consumer Navigator report, 19% of Gen Z consumers now prioritise quality over price, nearly double the rate of Boomers, while 81% actively consider longevity in their purchases. This signals a more mindful approach to consumption, grounded in long-term value.

Yet fast fashion habits remain firmly embedded. Convenience and cost continue to dominate, with 55% of Gen Z citing affordability as a key driver and 42% prioritising ease of purchase. Some 24% of UK Gen Z receive deliveries weekly and 35% of UK consumers still buy from fast fashion platforms at least twice a month.

This reflects a mindset we identified as ‘imperfect sustainability’ in our report The Value Vanguard – where consumers balance ethics with reality, choosing progress over perfection in a financially pressurised landscape.