Brands like Shein, H&M, Forever 21, and Zara seem to be picking on Gen Z despite their high value on sustainability.

Here’s why:

In ThredUp’s Global Data 2022 Consumer Survey, 1,989 16- to 25-year-olds were asked about their pre-school shopping behavior and their relationship with fast fashion. They found that 1 in 3 of her respondents said they were addicted to fast fashion, combined with low prices and social media pressure.

For example, 40% of college students say they browse fashion sites and apps at least once a day, and one in two shop for fast fashion on social media platforms weekly. said. Nearly half admit it’s hard to resist the temptations such brands have to offer. Fast fashion brands produce so many products at such low prices that consumers are buying and discarding clothes faster than ever before.

In the report, 71% said they would buy new clothes before returning to campus, specifically 12 new items. If he saved these items instead, he would have saved £10 billion of CO2e. According to ThredUp, this equates to him planting 116 million trees.

But guilt weighs heavily on Gen Z.

51% of consumers say they want to quit fast fashion or shop less. Additionally, 65% want to buy clothes from higher quality, more ethical brands in a more sustainable manner this year.

So ThredUp is taking action. Today, the online consignment store launched a hotline in partnership with Stranger Things actress Priah Ferguson. When the caller dials her 1-855-THREDUP, she hears Ferguson’s voice on the other line, convincing him not to buy any more of Fast’s fashions. You can also keep answering the phone to learn more about why fast fashion is harmful to the planet and how frugality can be an affordable and sustainable alternative.