"Sustainability starts with transparency," says Amar Nagaram - CEO and Co-founder of Virgio.With MENA’s growing population of approximately 570 million in 2024, there is an increasing recognition of the need to transition to more sustainable practices to ensure the long-term well-being of both people and the planet.
Research suggests that consumers are increasingly loyal to brands that prioritise sustainability, making sustainable marketing a strategic necessity for brands.
Older consumers in the MENA region are becoming more environmentally aware, with many engaging in sustainable behaviours like donating unwanted clothes. Meanwhile, Gen Z and millennials prioritise sustainability in fashion, with 40 per cent of Gen Z expecting that 75 per cent of their future purchases will be pre-owned, driven by affordability and environmental concerns.
“Many Gen Z consumers still shop fast fashion, highlighting an “attitude–behavior gap” where price and trends often outweigh sustainability values,” said Irina Tatarinova, Brand Director at Flowwow. “To bridge this gap, brands must offer accessible, aspirational, and affordable sustainable alternatives that align with ethical values and consumer behaviour. “
However, younger audiences remain sceptical of sustainability messaging, expecting brands to be transparent, engaging, and social media-savvy in their communication. This new segment of audience has been identified as ‘GenConscious’ by Amar Nagaram, CEO and Co-founder of Virgio.
On marketing sustainable fashion, he said: “Sustainability starts with transparency. Transparency in marketing legitimises fashion brands.”
Nagaram urges fashion brands to “share stories about the people behind the brand and the impact of sustainable practices to connect with customers on a deeper level and highlight the importance of sustainability in fashion.”
He suggests that balancing transparency and storytelling involves authentic communication and long-term commitment.
“To ensure sustainability messaging is credible and engaging for GenConscious consumers, brands must back up claims with data, and avoid greenwashing,” he said. “Brands need to track customer engagement with sustainability-focused campaigns, including participation in eco-friendly initiatives and feedback on messaging. Use surveys, social media sentiment analysis, and customer reviews to understand how consumers perceive a company’s sustainability efforts,” he suggests.
“Companies see the benefit of engaging consumers in sustainability initiatives, which can encourage responsible consumer behaviour and create a positive feedback loop between consumer demand and corporate actions,” Tatarinova adds.
Sustainability is no longer a niche concern but a commercial imperative, with younger consumers demanding transparency and accountability from brands.
To remain relevant, fashion companies must bridge the gap between sustainability values and purchasing behaviour by offering ethical, accessible, and aspirational alternatives. Chatter and trends around the topic suggest that brands that succeed at this will not only drive sales but also shape a more responsible industry – one that aligns with the expectations of an increasingly conscious generation.
