GBM Fabrics

Millennials vs sustainability- An impact on the environment

Millennials are the experiences of the generation.

Whatever you label a millennial, it is an undeniable truth that Millenials have the drive to make the world a better place. It’s completely wrong to label them as apathetic, tuned out, selfish and self-centered populations. Yes, they are indeed after money. But not after the goal of getting rich at the cost of getting dirty. 


I for myself believe that millennials are the generation that is consciously aware and individually driven. They are consistently thriving with their choices to make this World sustainable and livable. This younger generation is actively opting for brands that fit their motto of sustainability. 


The ever so magnanimous and enlarging textile industry has already made this World a dump yard, be it on land, ocean, or air. Being the most polluting industry of all, the fashion industry unapologetically took a toll on our planet’s health creating disharmony amongst every element of nature. The fashion industry is driven by profits and the ticket of fast money through fast fashion has created havoc that cannot be undone. Only the individual’s decision to shun fast fashion would stop the rapidly moving cycle of the fashion industry. 

So how does the millennials’ decision to adopt sustainable fashion going to affect the environment?

Well, the fashion industry, specifically fast fashion as we so dearly label is centered around young customers. After all, this is the cohort of people who are open to experiments and indulge in impulsive buying. It is this young generation that drives the fashion industry. Therefore, it is upon their buying decisions, awareness, and purchasing patterns that the textile industry would continue to serve. 


Millennials hold the power to steer the fashion industry towards a greener path. When millennials won’t retort to cheap and unethical buying, the manufacturers would have to rethink the way they have been conducting business. 


Now, not only is this younger generation more driven towards sustainable fashion choices, they are a self-aware population too. It’s difficult to fool millennials with greenwashing techniques. This generation is unapologetically direct and wouldn’t mind questioning the unethical practices when they spot one. This generation carries their entire world on their mobile devices. And these very mobile devices are educating them thoroughly so that they can easily spot the mere talkers when it comes to brands painting a green picture. It’s not easy to fool a millennial. In order to sustain your brand truly needs to go green. 


However, on the contrary, this very generation is also much obsessed with their fashion statements. The Gen Z population or the millennials in their early start of career are usually in a situation of cash crunch. Cheap fashion truly solves their problem of being fashionable and presentable on a low budget. Hence, going sustainable requires more persuasion than the only fact that sustainability is good for the environment. One couldn’t expect the people to get into eco-friendly purchases that are extraneously expensive and don’t match the taste of millennials. It is the need of the hour to bring a fashionable and cheerful fashion collection that is ecological and moderately expensive. Only then a conscious mindset would develop that would drive sustainable purchases. 


Rounding back, it is when a millennial would start shunning fast fashion that unethical textile processes would stop. When the brands would be forced to think ecological they would go creative with their ways. 


If Millenial decides to go sustainable, the environment would immediately see the following changes. 

  • Each piece manufactured would sustain in the wardrobes of millennials for years.
  • The carbon emissions and global footprint left behind by a piece of garment would be bought down to the bare minimum.
  • The exploiting use of water would stop. 
  • The demand for eco-friendly fabric would rise and the cutting down of agricultural lands would stop. 
  • The microplastics ending in the ocean would stop. In fact, the use of recycled synthetic fibers would help bring down the microplastics in the ocean. 
  • The garments would be recycled again and again before it finally ends in landfill. 
  • Laborers would be paid fairly. Farmers won’t be exploited. 
  • Lands won’t go unfertile with excessive use of chemicals, pesticides, and fertilizers. 


Millennials now have the veto power to let the Earth recover and replenish or continue to let it turn into a dump yard with their mere purchasing behavior. 

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