The two faces of new fashion consumption: Gen Z vs Silver Generation

Generation Z and fixed-term sustainability

Generation Z is modern consumption’s most fascinating paradox. Raised on buzzwords like ethics, transparency and sustainability, they claim to want to change the world of consumption, but they do so with a shopping basket full of ultra-fast fashion items. According to research by Consorzio Netcomm, 73% of young people are willing to pay more for sustainable products. At the same time, it is precisely this age group that uses platforms like Shein and Temu, which base their expansion on on-demand production, micro-batches and a daily rhythm of new arrivals. Hypocrisy? No, economic survival. Gen Z lives under constant pressure regarding their image and budget scarcity. Sustainability therefore becomes a value to be exhibited rather than practised, an identity symbol filtered through the logic of algorithms and 15-second trends.

Fast fashion 2.0: speed as a language

Shein does not just sell clothes, it sells participation. The entire model is built on gamification: purchases that become challenges, wishlists that turn into social badges, micro-rewards that generate dopamine. This type of consumption can be defined as ultra-fast and interactive, where the act of purchasing becomes part of the content itself, and Gen Z, raised amidst infinite feeds and instant desires, responds with enthusiasm. The message that comes across, therefore, is that the new loyalty is dictated by the intensity of the experience. This means that even those who focus on sustainability must learn to communicate quickly, with storytelling that lives within the logic of social media and micro-moments.

Don't call them "seniors": the new class of conscious consumers

While marketing eyes remain fixed on the young, the real game-changer comes from those over fifty. The Silver Generation accounts for 48% of the fashion consumption growth forecast by 2025 and holds 72% of total wealth in the United States. It is an audience with very clear criteria such as quality, comfort, and service. Values that do not change according to trends, and which require a relationship based on trust rather than entertainment. These consumers spend more, but tolerate less. An unresponsive customer service or a complicated interface count for more than a thousand failed digital campaigns. The Silver Generation is not looking for the next drop, but a purchasing experience that respects their time and competence.

Two generations, two speeds. The operational solution by T-Data

In a market polarised between young people who switch brands at the speed of a scroll and seniors who ask for stability, the challenge for brands is to find a language that unites. Gen Z imposes innovation, the Silver Generation demands reliability. Two opposing tensions that can only coexist if the brand knows how to be authentic and is supported by robust operational processes. This is where T-Data comes into play, freeing brands from complexity and allowing them to focus on product and communication: • It coordinates catalogues and assortments for different targets, managing rapid product rotation for Gen Z and premium availability for the Silver Generation. • It provides clean and structured data to understand trends, preferences and purchasing behaviours, allowing for targeted campaigns for both generations. • It builds multi-channel eCommerce infrastructures and efficient customer service: online orders collected in-store, real-time tracking, returns management and dedicated support for the most demanding consumers. The result? Brands can speak quickly and creatively to Gen Z without neglecting the Silver Generation, guaranteeing a consistent, reliable and personalised experience for all customer segments.

Source: Consorzio Netcomm