When considering footwear choices and thrifting habits, BusinessDay’s survey results show that Gen Z prioritises outfit sustainability, balancing comfort, creativity, and individuality. While trends and social media play a role, this generation leans heavily on personal inspiration and context-driven choices. Casual and comfortable styles dominate their everyday looks, while sustainability remains more of a “bonus” than a necessity.
An individual’s perception and mindset foster confidence in an outfit, and from our findings, both being comfortable in an outfit and appropriately dressed for the occasion had 66.7% engagement from the two 8.3% Gen Z groups. Gen Z still wants their outfit to be durable, and another group with the same 8.3% see fashion as an opportunity to express their creativity. Lastly 25% of our Gen Z audience wants to be dynamic, following the fashion trends for fulfilment.
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The results reveal that 76.9% of Gen Z respondents prefer to appear casual and comfortable for their day-to-day activities, reflecting a strong leaning toward practicality. Another 30.8% said they adopt a minimalist and chic style, while 7.7% lean toward eclectic or vintage pieces, showing how individuality influences fashion choices. Interestingly, both streetwear and athleisure had zero engagement, suggesting that while these trends dominate social media, they may not translate as strongly into everyday Gen Z wardrobes.
Shows, events, mentors, personal styling, and creativity often shape fashion sense, so our survey shows that 75% is driven by their creative style, reinforcing the value of self-expression. Meanwhile, 25% pointed to social media platforms like TikTok, Instagram, and Pinterest, which play a role in amplifying trends. Another 25% credited friends and peers for influencing their choices, while 8.3% leaned on fashion magazines and websites. Strikingly, none of our respondents cited celebrities or influencers as their primary source of inspiration, a shift that signals Gen Z’s independence in shaping their style identity.
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Sustainability is becoming an important fashion conversation globally, so we asked: how important is it for your clothes to be sustainable and ethically produced? Our findings show a balanced but divided mindset. Only 7.7% said it is extremely important and passionate about ethical brands, while another 7.7% consider it very important but not always feasible. The majority, 38.5%, said sustainability is moderately important — a nice bonus but not a necessity. Another 30.8% said it is only slightly important, and 15.4% considered it not important at all. This suggests that while Gen Z acknowledges ethical concerns in fashion, affordability and accessibility often take precedence in their purchase decisions.
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Footwear choices add another layer to the conversation, showing sandals and slides are the dominant choice, with 83.3% of respondents preferring them for daily comfort and ease. Sneakers followed at 50%, showing their enduring relevance in both casual and fashionable contexts. Loafers and brogues appealed to 16.7%, while flats or ballet shoes garnered 8.3%. Boots, however, received no engagement, emphasising Gen Z’s preference for light, versatile, and climate-friendly options.
Colour preferences further reveal Gen Z’s wardrobe tendencies. The majority, at 61.5%, chose neutrals like black, white, grey, and beige, suggesting a preference for versatility and timeless looks. Earth tones followed at 30.8%, while pastels attracted 23.1%. Bold and bright colours were less popular at 15.4%, showing a restrained approach to loud fashion statements. Still, another 15.4% said their palette depends entirely on mood, leaving space for occasional experimentation.
Thrift culture is a significant marker of Gen Z’s fashion identity, as 38.5% say they shop thrift stores frequently, with a significant portion of their outfits coming from second-hand finds. Another 7.7% admitted to occasionally thrifting for unique pieces, while 23.1% said they rarely do so, only buying something specific if they stumble upon it. Meanwhile, 30.8% reported never thrift shopping at all, preferring to stick with new purchases. These results reveal a divided landscape: thrift culture resonates strongly with a core group of Gen Z, but many still lean toward the appeal and accessibility of retail shops or markets for second-hand items in their wardrobe.
The majority of Gen Z prepares heavily for parties, picking bold and fashionable outfits, while others plan days or weeks, sometimes even buying or re-styling outfits. For casual gatherings, many said they keep it minimal, simple, or weather-dependent. Traditional Nigerian attire was also highlighted, emphasising cultural pride in fashion expression. The overarching insight here is that Gen Z adapts their fashion choices based on context, with casual confidence at the core.
When it comes to social dressing, our poll asked: If you have a party or casual gathering, what’s your preferred approach to dressing up? Responses varied widely. Some said they prepare heavily for parties, picking bold, unique, and fashionable outfits, while others plan days or even weeks, sometimes buying or restyling pieces to stand out in the “best dressed circle.” For casual gatherings, many admitted they keep it minimal, casual, comfortable, or weather-dependent, while some highlighted wearing traditional Nigerian attire as a source of cultural pride. The overarching insight is that Gen Z adapts their fashion choices based on context, with casual confidence at the core.
Exploring the mindset behind these choices, we asked: What’s your biggest fashion rule or philosophy? Here, individuality took centre stage. Some respondents championed uniqueness with statements like “stand out, be unique, own your style” or “dress a step above your audience.” Others leaned on timeless principles such as “when in doubt, wear black” or simply “black,” highlighting the colour’s enduring influence. Comfort was another strong theme, with rules like “comfort above anything” and “simple,” while others stressed “always look good,” “be fashionable but not trendy,” and “modesty & blending in.” Together, these philosophies underline how fashion for Gen Z is less about conformity and more about crafting a personal identity that blends comfort, adaptability, culture, and authenticity.
