THE NEW CONSUMER
Many young people are ignorant of the damage the fast-fashion industry has on the environment.
A one-two punch of low prices and targeted advertising, in particular, has stimulated the boom of a teenage market, one that can stay up to date with the latest runway trends at “pocket money” prices. Today’s youth views shopping as a necessary and exciting task. And unlike previous generations, this emerging demographic has learned that “fast” is the only way to consume clothing.
Encouraging young shoppers to ask questions of what they buy is the first step in communicating overconsumption’s damaging effects, from the pollution of drinking-water supplies to human-rights violations..