Today’s fashion landscape is being reshaped by a new generation of consumers—Gen Z and millennials—who demand more than just style and quality. They want to know the story behind every garment: where it was made, who made it, and how it impacts the planet and its people. For these consumers, transparency isn’t a trend; it’s a baseline expectation. Brands that embrace ethical sourcing and authentic storytelling are not only building trust but also setting themselves apart in a crowded market.
Despite the growing number of brands touting their sustainability credentials, skepticism runs deep. Nearly 88% of consumers do not immediately trust brands’ sustainability claims, and over half believe greenwashing is common in the fashion industry. This trust gap is especially pronounced among Gen Z and millennials, who are digital natives with the tools and motivation to research before they buy. They look for brands that offer clear, specific, and verifiable information about their sourcing and labor practices—not just vague promises or buzzwords.
Recent surveys reveal the scale of this shift:
But there’s a limit: while most are willing to pay a premium for sustainability, only a small fraction will pay significantly more. This underscores the need for brands to communicate the real value and impact of their efforts, rather than relying on price alone.
Move beyond generic claims like “eco-friendly” or “sustainable.” Instead, provide concrete data: “Made with 80% recycled cotton, sourced from certified farms.” Share details about your supply chain, labor practices, and environmental impact. Use digital tools to allow consumers to trace the journey from grower to garment.
Technologies such as blockchain and cloud-based platforms can provide real-time, verifiable data on sourcing and production. Brands are increasingly using these tools to offer product-level transparency—showing not just where a garment was made, but how, by whom, and under what conditions. This level of detail empowers consumers to make informed choices and builds lasting trust.
Display sustainability scores or impact labels directly on product pages and packaging. Offer digital experiences—such as interactive maps or videos—that highlight the journey of a product. Provide options for more sustainable choices at checkout, like minimal packaging or carbon-neutral shipping.
Adopt a “direct-with” approach, inviting consumers to participate in your sustainability journey. This could include clothing rental programs, recycling initiatives, or feedback opportunities on packaging and product design. By making sustainability a shared responsibility, brands can foster deeper loyalty and advocacy.
Use digital content, in-store experiences, and social media to inform consumers about the impact of their choices. Highlight stories of growers, artisans, and small communities supported by your brand. As one millennial creative director shared, seeing the faces and stories behind a product—especially when it supports women or small villages—can be the deciding factor in making a purchase.
Authentic storytelling is a powerful tool for building trust. Gen Z and millennials are drawn to brands that share the real stories behind their products—whether it’s the journey of recycled materials, the impact on local communities, or the challenges and successes of adopting sustainable practices. Social commerce and digital platforms make it easier than ever to connect consumers with these stories, turning transparency into a compelling part of the brand experience.
To steer clear of greenwashing, brands must:
Emerging technologies are making it possible to track every step of the supply chain, from farm to finished product. AI and data transparency tools help brands and suppliers collect, manage, and share information efficiently—even in low-bandwidth or rural areas. These innovations not only support compliance and risk management but also create new opportunities for consumer engagement and education.
Transparency in fashion is more than a compliance exercise—it’s a strategic differentiator and a catalyst for industry-wide change. By embracing ethical sourcing, leveraging technology for traceability, and telling authentic stories, brands can bridge the trust gap and build lasting relationships with Gen Z and millennial consumers. The future of fashion is transparent, inclusive, and collaborative—inviting all stakeholders to join in the journey toward a more ethical and sustainable world.
Ready to transform your brand’s approach to transparency and sustainability? Connect with Publicis Sapient to discover how digital business transformation can help you deliver on the promise of ethical, transparent, and impactful fashion.