Alice’s dissertation on sustainable fashion led to an invitation from Sweaty Betty
We spoke to recent graduate, Alice Collins (Geography BA(Hons) 2020) about her dissertation and how she came to be invited to talk at a Sweaty Betty Wellness Wednesday.
My dissertation investigated the sustainable development practices and motivations of Gen Z students at the University of Brighton – with particular attention to gender differences. The results indicated that Gen Z men and women have different purchasing practices and motivations, for example, women are more influenced by social media and advertising.
Neither men nor women actively incorporate sustainable development practices; rather, both believe that responsibility lies with companies to combat sustainable degradation produced by the fashion industry, although men accept more personal accountability than women. Advertising, marketing and social media play a bigger part in women’s shopping habits.
It can be concluded that, among University of Brighton Gen Z students, there are gender differences in shopping practice and motivation. Overall, Gen Z lacks engagement in sustainable behaviour or a sense of individual responsibility, relative to previous generations.
The skills and knowledge I learned for my dissertation, were noticed outside of academia. For example, I was invited to do a talk at a Sweaty Betty Wellness Wednesday event as a local expert on sustainability in the fashion industry. It involved talking to a group of 25 women about the issues behind the fashion industry and why a sustainable future is important for the development of the world, sustainable materials and alternatives, ways to be more sustainable when shopping and any queries and questions they had at the end.