GEN-Z ETHIC DECODED: MERGING SUSTAINABILITY, NFTs & LUXURY GAMING FASHION

Gen-Z's impact on Web3 fashion, Gen-Z ethics, the rise of sustainable luxury, and the influence of NFTs and gaming culture on luxury fashion.

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GEN-Z, NFTs & LUXURY GAMING FASHION

For Gen-Z it's all about the digital native, highly immersive experience & avatar’s engagement. They are at the forefront of the metaverse & Web3 space.

Gen-Z adults are drawn to such platforms as The Sandbox, Decentraland, or Battle Royale games in Fortnite, as well as avatar skins in games (digital fashion), which support their freedom, true individuality, and authentic self-expression.

They are creators and co-creators of gaming culture, enthusiasts of NFTs, the phygital realm, redeemable NFTs (non-fungible tokens that represent true digital ownership of a digital or physical asset), and NFT drops. Some of them are called ‘degens’ in Web3 space. They are attracted to Web3 native and gender-fluid fashion (hoodies, sneakers, and outfits) created by Nike/RTFKT, Adidas, Gucci, Lacoste, and other luxury brands.

Gen-Z teens are drawn to platforms like Roblox and Zepeto where spend time on engaging activities like games, edu, concerts, fashion, or creating digital fashion items.

For me, they are mostly gamers, designers, creators not customers or consumers (like Web2 marketing strategies like to say). They are enjoying virtual words & goods, sharing avatar experiences in unique digital outfits and events performed e.g. by Gucci, Paris Hilton, Vans, or Steve Aoki.

Gen-Z's purchasing power is growing, with an estimated $360 billion in consumer spending. This shift is evident in fashion shows, and the Web3 space, and is translating into buying worldwide. They are the first gen of 6 figure digital fashion designers (Lenge).

GEN-Z MERGING SUSTAINABILITY IN WEB3 CULTURE

Gen-Z core values are characterized by authentic & true self-expression. They are also Web3 natives connected to Web3 philosophy and values like transparency & sustainability, decentralization, true digital ownership, owning & sharing digital assets, and giving back to our planet strategies (e.g. Nemus and Moss NFTs to fight deforestation in the world’s largest rainforest, and carbon removal initiatives, sustainable blockchains creators).

They are sensitive to unfairness & environmental harm via supporting eco-friendly brands and initiatives. They are conscious consumers, targeted by not fair Web2 brands like e.g. Zara (Greenwashing), H&M (conscious campaign and fast-fashion business model), and older gen like Boomers provided resources for Gen-Z and Alpha in the form of immersive worlds (Roblox, Fortnite, Minecraft, and Zepeto) enjoyed by billions teens and kids with centralized platforms (not on the blockchain) and without sustainability perfect strategy.

They are promoting transparent & authentic self-expression (Harry Styles, Vogue campaign) and digital native sneakers, and hoodies immersed in gaming culture e.g. RTFKT & Adidas metaverse platform or Gucci activities on Roblox. Gen-Z also owns, creates, and co-creates Web3 native projects and shares Web3 values (e.g. RTFKT/Nike, Adidas & BAYC collaboration).

These all are arguments for Gen-Z to think about sustainability, transparency, and ethics but they are vulnerable for not unethical practices because they do not necessarily recognize them from day one.

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