I have written about this subject in the past. It is easy to protest, be a part of a movement that does not involve negative consequences. Climate change activism continues to stay on the front page. Greta made the cover of Time magazine as Person of the Year.
![](http://www.blackandpaper.com/wp-content/uploads/2019/12/Screen-Shot-2019-12-17-at-19.53.09.png)
However, does Generation Z really feel about the planet and consumption? Primark’s revenue rose 4% with more planned store openings in 2020.
![](http://www.blackandpaper.com/wp-content/uploads/2019/12/Screen-Shot-2019-12-17-at-19.53.09.png)
I recently ran across a New York Times article on the Instagram obsessedcrowd concerning shopping. The divergent values add up the same as 2+2=3. This is the reason many fashion brands are having a difficult time understanding what these consumers want. Hate fast fashion on social media, run to the store to get a new look, post. Buy better means buy less, yet on Instagram posting the same look twice is a faux pas that will earn negative comments. Such is the life of digital “W level” celebrity. A disposable wardrobe in the closet on Saturday, throw it in the garbage on Monday, shopping again on Friday.
Climate change is a movement, but instant gratification is an entrenched modern behaviour.