Chinese Gen Z will drive sustainability conversation in fashion, say experts, as Covid-19 heightens a sense of responsibility towards the natural world


Source: scmp.com scmp.com

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The pandemic certainly hasn’t brought us much to be cheerful about – but one undoubted positive is the shift seen in Chinese customers on sustainability. China, as the “factory of the world”, is the most polluting country on Earth (although only the seventh biggest per capita), and for any real change in fashion consumption and manufacturing to take place, its citizens need to play their part in driving it. For now, it seems as if they might be on track. “The pandemic has made people in China reassess their relationship with the environment,” says Gu Xiaofeng, a fashion marketing expert....