Key Takeaways
- Consumers are not a monolith: Attitudes and behaviors toward sustainable fashion vary widely across different segments of Gen Z and Millennial consumers in Europe.
- Four distinct consumer mindsets emerge:
- Fashion First (37%) are driven by trends and style above all.
- Mindful Minimalists (23%) embrace simplicity and intentional consumption.
- Conscious Curators (21%) aim to balance fashion and sustainability.
- Indifferents (18%) show limited engagement with both fashion and sustainability.
- Tailored, consumer-centric strategies are essential: Understanding what drives each group – from self-expression to ethical values – can help brands, retailers, policymakers, and influencers design more effective interventions to bridge the attitude–behavior gap.
GlobeScan recently partnered with leading European fashion platform Zalando to explore how Gen Z and Millennial consumers in five key markets – France, Germany, Italy, Sweden, and the UK – engage with sustainability in fashion and what it will take to close attitude-behavior gap. The research, which included a large-scale survey and follow-up interviews with consumers, as well as conversations with industry experts, culminated in the report It takes many.
While the research revealed that consumers recognize their own role in driving positive change, it also clearly shows that consumers are not a uniform group. Their motivations, sources of inspiration, and barriers to more sustainable fashion vary widely – from finding good deals and expressing personal style to living out ethical values or simply being disengaged from the issue altogether.
To reflect this diversity of attitudes and behaviors toward more sustainable fashion, the study identified four distinct consumer segments:
- Fashion First (37%) – Highly style- and trend-conscious, this group is driven by fashion expression more than sustainability, but they can be engaged through innovation, bold style, and appeal. Their involvement in second-hand buying, reselling, and donating can also be leveraged and further encouraged to decouple style and newness from overconsumption.
- Mindful Minimalists (23%) – This group buys less and prioritizes functionality, durability, and purpose, aligning closely with circular fashion principles. Brands that align with their values and make more sustainable fashion more practical (e.g., through clear guidance, free repair or alteration services, care tips, and incentives for long use) have the opportunity to build long-term loyalty with this segment.
- Conscious Curators (21%) – These consumers balance style and sustainability, choosing brands and products that align with their values, prioritizing ethical labor practices and environmentally friendly materials. They can be best reached through credible information, clear guidance, and signposting with certifications and labels. They can also be empowered through practical tips on how to wear their favorite items for longer, and should be reassured that sustainability is about positive, meaningful changes over time, not perfection.
- Indifferents (18%) – This harder-to-engage segment shows little interest in either fashion or sustainability. Durable fabrics, better value for money, and long-lasting comfort are what matter most to them. Brands and retailers can leverage more sustainable “basics” items with this segment.
WHAT DOES THIS MEAN?
To engage consumers effectively in more sustainable fashion, we must meet them where they truly are – not where we hope they are. This means moving away from generic messages and toward targeted, insight-driven strategies. Brands, policymakers, and other stakeholders need to acknowledge the full spectrum of consumer values and behaviors – from the style-first mindset of Fashion Firsts, to the ethical balancing act of Conscious Curators, the restraint of Mindful Minimalists, and even the apathy of Indifferents.
Survey Questions: We’d now love to know more about your wider fashion habits. To what extent do you agree or disagree with the following statements? – 5-point scale, with a wide range of fashion habits tested.
Source: Zalando It takes many report (survey of n=5,013 Gen Z and Millennial consumers in France, Germany, Italy, Sweden, and the UK ‒ February 2025)
