Like a fine wine, Gen Z shoppers are rather complex. They are predicted to be the wealthiest generation, yet they grapple with economic concerns. They have anxiety about the environment, but are all in on fast fashion hauls.

So, complex? Yes. But at their core this generational cohort, born between 1997 and 2012 – currently aged 13-to-28 – prioritizes authenticity and sustainability. And that explains why they prefer natural fibers like cotton when it comes to their wardrobe choices.

Sustainable clothing made with natural materials like cotton contributes to emotional comfort through tactile softness and sensory regulation, which is increasingly seen as relevant in managing anxiety and stress.”

Jennifer Heinen, Fashion Psychologist

YPulse’s Tori D’Amico, managing content editor, says young people are interested in buying products that are environmentally conscious to help ease their anxiety about the environment, pollution, and the health of the oceans.

“In YPulse’s yearly Sustainability report, we ask what actions they’re taking to help the environment; 66 percent of young adults and 52 percent of 13-to-17-year-olds say they buy sustainable clothing,” D’Amico said in an interview with the Lifestyle Monitor™. “For them, this could mean a variety of things in addition to eco-friendly fabrics though, like buying secondhand or buying from brands with environmental initiatives. They definitely feel good when they’re able to buy apparel that feels more responsible — when the price is right, of course, because price is most often their top deciding factor. Young people are also very interested in buying products that are environmentally conscious as part of easing that anxiety.”

As it stands, cotton is the favorite fiber or fabric to wear among 66 percent of Gen Z consumers, according to the Cotton Incorporated 2024 Lifestyle Monitor™ Survey. That’s trailed by all other fibers including polyester and silk (both 5 percent), wool (2 percent), linen, cashmere and nylon (all 1 percent). Further, 53 percent of Gen Z shoppers say cotton or cotton blends are the fibers best suited for today’s fashions, followed by polyester (11 percent), silk (8 percent), and Lycra/spandex (2 percent).

Despite concerns about price, the majority of Gen Z consumers (61 percent) are willing to pay more for natural fibers such as cotton because, when compared to other fibers, they consider it to be softer (56 percent), more comfortable (50 percent), better quality (50 percent), more natural (36 percent), longer lasting (26 percent) and more environmentally friendly (23 percent), according to the Monitor™ research.

London-based fashion psychologist Jennifer Heinen says there is a link between Gen Z’s rising anxiety and their preference for comfortable, sustainable apparel.

“I see this link as fundamental,” Heinen told the Lifestyle Monitor™ in an interview. “Clothing doesn’t just reflect our values — it reinforces our emotional regulation. When Gen Z wears apparel that aligns with their ethics and feels good on their skin, it provides a sense of control, self-soothing and coherence. From a psychological standpoint, this is a powerful way to reduce internal stress and increase emotional safety through everyday choices. Sustainable clothing made with natural materials like cotton contributes to emotional comfort through tactile softness and sensory regulation, which is increasingly seen as relevant in managing anxiety and stress.”

Despite this concern about sustainability, Gen Z has a penchant for fast fashion, which is known for being made primarily of synthetic fibers.

In the past year, 67 percent of Gen Z consumers have purchased apparel from the fast fashion powerhouse Shein, according to the 2025 Monitor^™ research, significantly more than other generations. They’ve also purchased from fast fashion retailers like H&M (50 percent), Temu (35 percent), Zara (31 percent), and Mango (13 percent). A significant number of Gen Z consumers (80 percent) also say they have purchased from Amazon.

D’Amico says this nuance is something YPulse has been researching for years.

“One thing to note is that not all young people are buying the massive hauls you see on social media, and sustainable brands looking to gain Gen Z customers should know that is not generally the experience they’re up against,” D’Amico said. “Our most recent Fashion Preferences and Style report data shows 53 percent of 18-24-year-olds agree with the statement, ‘I buy from fast fashion stores because that’s all I can afford,’ and 44 percent of teens say the same — likely because teens are not yet buying all their own clothes. But even more young adults (64 percent) agree with the statement, ‘Shopping fast fashion is bad for the environment.’ It’s clear young people want more clothing options whose impact they can feel good about, but price and accessibility are the biggest barriers.”

Heinen says this gap between what Gen Z values and what they buy can be attributed to both financial pressures and a lack of education about fast fashion’s impact.

“I don’t see Gen Z’s behavior as hypocritical — I see it as identity tension in real time,” Heinen said. “This generation is actively negotiating who they are in a world that demands both performance and purpose. Brands that help resolve this internal conflict — offering sustainable fashion without sacrificing identity expression — become more than retailers. They become psychological allies.”

D’Amico said brands that use natural fibers like cotton “absolutely can connect” with Gen Z’s values, even if price usually comes first with this group.

“Price accessibility is an absolute must for sustainable brands to bring in young consumers,” D’Amico stated. “In YPulse’s Sustainability report, we ask specifically about the intersection of environmental value and price when young people are shopping. The majority of young people chose the statement, ‘I’d like to buy more eco-friendly products, but I care about price more,’ with 61 percent of 18-to-24-year olds and 70 percent of 13-to-17 year olds saying so. Value wise, Gen Z knows sustainability is important. But when it comes down to their own purchases, it’s not always feasible to make the most sustainable choice on the market — so they do the best they can.”

Heinen says brands can connect with Gen Z and increase loyalty in a variety of ways, beginning with educating consumers about the environmental impact of different fibers. They can also support transparency in the supply chain, offer affordable sustainable options, highlight authenticity and ethical practices, and engage shoppers through social media, where they can promote sustainable fashion choices and create campaigns that resonate with Gen Z’s values and lifestyles.

“Cotton fits Gen Z’s priorities,” Heinen asserted. “It is natural, ethically viable and comfortable – attributes that support their mental, physical and environmental well-being. Brands that clearly communicate the environmental and ethical advantages of cotton are likely to resonate with Gen Z’s values-driven purchasing decisions.”