According to Vogue Business, a survey shows that Generation Z (the first generation of true digital natives who are now up to age 24 years old) is willing to pay up to 50 percent more for sustainable products.

As the State of Fashion 2021 Report: Finding Promise in Perilous Times, the report published on BoF, suggests, "company leaders must uphold the highest ethical business practices and overhaul business models that are exploitative of people and the planet."

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