This Business of Fashion article explores how ‘demand for change is lead by the young’,  ‘66 percent of respondents to a McKinsey US cohort survey (and 75 percent of millennial respondents) say they consider sustainability when making a luxury purchase’ (Business of Fashion, 2020), this would attract younger customers towards the Zara brand, increasingly, the media plays a part in better informing and supporting the aware customer (Business of Fashion, 2020), which Zara can aim to do to meet this customer demand through the use of social media to raise awareness of The Upcycling Movement. The article also states that there are numerous approaches taken by digitally indigenous brands. Via its supply chain, Everlane has committed to "radical transparency." It publishes images of shop floors in its supplier factories on its website, gives factory employees a voice, and shares price breakdowns (Business of Fashion, 2020), if Zara were to follow this, they would gain positive press and reputation and will be able to grow and develop more as a brand. Their key emphasis should be on helping clients use less energy, overproducing is one region they can target. Reduced supply may also have a beneficial effect on the bottom line, combined with an ambition to minimize discounting. Fashion players should explore new ways of approaching openness, both at the point of sale and through other points of communication, recognizing both the need to inform and to connect emotionally. While a ground-breaking idea for some the circular economy should also invest in brands at the forefront, breaking the connection between production and revenue, recycling and embracing sustainable materials and technologies (Business of Fashion, 2020). By 2025, Zara want 100% more sustainable cotton, linen and polyester (Zara, 2020), which will increase sustainable options for consumers, making it the norm for the future (Business of Fashion, 2020).