Diversity in Fashion - How Generation Z and Social Media Are Pushing For This Change

Generation Z (gen z), born from 1997 to 2015, are the most diverse generation in history and are influencing the fashion industry to reflect more diverse and inclusive values. Young consumers are seriously concerned with social issues and these beliefs often back their spending habits as well. 90% of gen z consumers believe that companies have a responsibility to address social issues and according to a study conducted in 2018 by McKinsey, 75% of gen z consumers boycott companies that discriminate against race or sexual orientation. With various fashion trends and brands becoming increasingly more popular among gen z, they hold the power to shift the industry’s landscape.

Although there is still a long way to go, the fashion industry has slowly been shifting to become more diverse. One of the main ways gen z rallies for this change and holds the industry accountable is through social media. Previously popular and leading brands such as Victoria Secret have been losing business after being continuously called out on social media platforms for a lack of representation. Instead, brands like Savage x Fenty have been praised for their diverse size representation in their models and promotional visuals.

“Are fashion brands truly pushing for real change and backing up their statements with meaningful action or is it just an act to get a better brand image?”

Part of the reason why diverse content is being pushed out by brands recently may be because social media users on platforms such as Instagram are evidently favouring “realness” over “flawlessness” as noted by Instagram’s Head of Fashion Partnerships, Eva Chen. It is important to think about this shift with a grain of salt and analyze the brands’ true intentions for creating such content. Are they actually engaging in authentic social responsibility or is it inauthentic? In other words, are fashion brands truly pushing for real change and backing up their statements with meaningful action or is it just an act to get a better brand image?

Social media trends seem to come and go quite quickly so it is important to keep pushing for more diversity and inclusion in the long-run. Continuously holding brands accountable in any lacking aspects will help make the fashion industry a more diverse place for all.

by Ellie Kim.

Works Cited

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Francis, T., & Hoefel, F. (2020, December 16). 'True Gen': Generation Z and its implications for

companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies.

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