How can you put sustainability at the forefront of purchasing habits? The fashion industry is a major contributor to environmental waste and a government waste and recycling board wanted to encourage more sustainable purchasing amongst Gen Z consumers.
A strategic analysis of existing data against a behavioural change model revealed the key topics to deeply explore. Digital ethnography and film storytelling tools helped us step into the worlds and wardrobes of Gen Z to identify the insights that would pave the way.
Alongside insights into Gen Z and ways to drive behaviour change, 21 initiatives were identified with the power to encourage more mindful purchasing and change behaviour.