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April 30, 2019
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SUSTAINABLE FASHION IS A TREND HERE TO STAY
We know climate change is top of mind for young people, who have been showing up in full force to demand broad-scale system change. And fashion brands are taking note! Adidas announced it’s creating a running shoe that can be sent back after use and remade into another pair. Actress Olivia Wilde partnered with ThredUP to create a used clothing line “Choose Used." Meanwhile brands like Everlane and Allbirds—who recently imposed a carbon tax on itself—are growing in popularity for their commitments to ethical sourcing transparency. Even fast-fashion giant H&M has been taking big steps to become a more sustainable business, announcing this past week it will provide info on the factories and suppliers behind its products.
 
Cha-ching. All of this simply makes good business sense and demand is high—Google searches for sustainable fashion were up 130% last year. Studies show that Gen Z would spend 10-15% more on clothes from an eco-conscious brand, and almost 75% of Gen Z would pay for a sustainable fashion product as opposed to half of Baby Boomers. Not to mention, fashion resale markets could make up 10% of the entire market by 2022, double what it was in 2018. Young consumers, eager to wear their values, are changing the game.
 
Of course, there is still a lot to be done to achieve a truly sustainable fashion industry, but we’ve all gotta start somewhere. We’re putting our money down that young people will continue to push brands in the right direction to take a holistic approach to their responsibility to fight climate change. Otherwise, one day you’re in, the next day you’re out.
ICYMI

  
It’s not only Beyoncé (but really, if you haven't yet seen Homecoming, get on that): black women set the touchstones of mainstream culture.

  Google encourages us to rethink stuff and help lower our carbon footprint. 

  Generation Lockdown features a powerful expert.

  Women-founded dating app Bumble launches its own private eye.

  Gen Z is making the mall cool again.
Today's Quick Hit
 Antoinette Love is in high demand. 
DoSomething Strategic (formerly TMI Strategy) is the data-driven consultancy arm of DoSomething.org. We help brands and organizations engage young people for positive social change.

Want to learn more about how we help clients activate young people?
Reply to this email to meet Meredith, our Managing Director.
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