The social media platform TikTok has firmly established itself as one of the leading Gen Z social media channels, boasting over one billion monthly active users worldwide. Its fast-paced, easy viewing content allows creators to upload catchy videos that correspond to both their interests and short-lived attention spans.
One element that has seen a steady rise in usage on the platform is sustainably-based content. Brands have begun implementing the theme into their strategies as a way to connect with the desired Gen Z customer group through a new means of communication.
“Brands use TikTok as a platform to expand their definition of sustainability,” noted Emily Huggard in a conversation with FashionUnited. The assistant professor at Parsons School of Design in New York has extensively studied the medium and how brands use it for sustainable means, outlining the benefits and disadvantages of taking their eco-agenda to the widely popular platform.