Signals

: But even in places designed to remove you from digital life, the instinct to document remains. The fact that my friend discovered the experience through a social media influencer’s posts shows how these platforms shape not only where Gen Z travel, but also how they experience those destinations in real time: through an awareness of how each moment might later be seen by others.

From the moment I joined the group, the conversation was already centred on what we would capture and post.

: This highlights an opportunity for brands to explore digital platforms that connect consumers with cultural experiences while helping them turn journeys into richer visual narratives. An example is Polarsteps – founded in 2015 and reaching 20m users in 2026, the travel app automatically tracks trips, creates maps, stores photos and turns journeys into shareable travel stories. 

Global – Fashion consumers remain confused by sustainability language, according to a Paris Good Fashion and Make.org consultation spanning France, Italy, the UK and the US.

Conducted between February and April 2026, the survey found that the information, transparency and education are now shoppers’ top ethical fashion priority, with 43% of respondents wanting to better understand clothing’s environmental and social impacts and 28% calling for greater product transparency.

The research suggests a gap between industry language and the public’s understanding: terms such as ‘decarbonisation’ were absent from responses, while digital product passports and environmental labelling were poorly understood. 

Instead, respondents called for clearer, consumer-facing tools, including Nutri-Score-style fashion labels and repairability scores.

In our Rebranding Sustainability report, we explore why the language of sustainability must be framed through the narrative of craftsmanship, rarity, preservation and forward-looking innovation.