Led by a British fashion scene prizing individual style over generic mass market appeal, and now extending across our homes and leisure activities, the appeal of buying less, selling to buy and buying for the long term, is the anti-trend mindset Gen Z are leading. Given the UK currently sends 14m tonnes of household waste to landfill every year, a consumer mindset shift is just the start. How can we change the way we shop in the UK to champion more conscious circular consumption?
