Research shows that when it comes to purchasing clothing, Gen Z are more sustainably minded than previous generations but that price is often prioritised. So how can consumers balance price and sustainable engagement with fashion? Josephine Philips, Founder and CEO of SOJO, a sustainable fashion-tech start-up, joins Ian Whittaker to give an insight into how businesses and marketers can meet the various needs of their customers without compromising on sustainability. In 2022, Josephine was named one of the Forbes 30 under 30 in the Technology Industry and JCDecaux welcomes Josephine as an industry pioneer who is challenging attitudes towards fashion and promoting investment in the clothes that consumers already own by repairing items rather than replacing them. As a recipient of the JCDecaux UK Reach Programme which is designed to support brand growth for Black, Asian and Multi-Ethnic brands, Josephine discusses how start-ups such as SOJO can benefit from the mass reach and cut through that digital Out-of-Home provides. Hosted on Acast. See acast.com/privacy for more information.