The government invites the domestic fashion industry to welcome the demand for sustainable products in the future. Generation Z or Gen Z in the country is a potential market for related industries to continue to maximize their economic opportunities. The Director General of Small, Medium and Multifarious Industries (IKMA) of the Ministry of Industry, Reni Yanita, explained that currently environmental issues are one of the issues that are quite interesting for the younger generation. Therefore, the change in lifestyle becomes interesting to be responded to by designers or creative industry players.

McKinsey & Company in 2020 noted that Gen Z or those born between 1996-2012 in Asia Pacific have a tendency to care about sustainable consumption. Furthermore, just like millennials, Gen Z people say they prefer environmentally friendly products, organic food, and ethical fashion or fashion.

"(Designers and creative industry players) can create environmentally friendly products or support the achievement of the Sustainable Development Goals (SDGs)," he said at the 'Indonesia Fashion and Craft Awards (IFCA) 2022' virtually, Jakarta, Thursday (4/8).

This condition is reinforced by the results of research by the Boston Consulting Group (BCG) and Startup Side launched in April 2022. Around 50% of Indonesian consumers have made lifestyle changes such as reducing plastic use or sorting waste, although this has not been done consistently.

In addition, it was also found that as many as 30% of consumers are willing to pay up to 10% more than the original price for low-carbon products and services. In fact, research also shows, about a fifth of respondents are willing to pay for products and services up to 50% more than the original price.

Optimizing existing opportunities, Reni continued, Bali Creative Industry Center (BCIC) consistently encourages the creation of a new generation of creative craft and fashion industry players who have a vision of sustainability. This is done through the holding of the Indonesia Fashion and Craft Award (IFCA).

Since 2019, IFCA has consistently adopted the theme of responsible design. Designers are expected to produce innovative product designs that are responsible for society, the environment, and still pay attention to welfare.

"Through this competition (IFCA), young designers are encouraged to be able to realize their creative ideas through coaching, evaluation and prototyping stages," he said.