Gen Z supports mindful consumption with 66 per cent shoppers going for pre-loved items, says Youth Trends Report

The latest Youth Trends Report has revealed that Gen Z prioritises the trend of “under consumption” and supports mindful shopping practices. The report’s data was derived from a survey strength of 4,000 people by Pion.

The report states that 66 per cent of Gen Z shoppers prefer second-hand shopping and the current social media trends are all directed towards promoting ‘under consumption’ and sustainability by repurposing the available items. The data also reveals that Gen Z shoppers are more loyal to their brand purchases and stick to sustainable consumption patterns.

However, Gen Z’s shopping patterns can pose a significant threat to retail brands and businesses that target the younger generation for their products. The ongoing trend is a result of the growing awareness of the harmful consequences of overproduction practices and waste generation.

The purchase patterns reflect the consumer’s understanding of the environmental impacts of consumption patterns and the need to lower the carbon footprints. The study further highlights that 83 per cent of Gen Z have cut down on unnecessary spending in 2024, and 77 per cent expressed that they would prefer sustainable alternatives.

Brands promoting “conscious consumerism” are more likely to gain momentum with the current generation. Several luxury brands have also expressed how their markets are also hit by the under-consumption trend.

In a positive turn of events, a lot of luxury brands have started collaborating with upcycling businesses promoting sustainability and ethical shopping.

As per the findings of the report, brands with production, sourcing and manufacturing transparency are gaining more demand as the customers are more trusting of their functioning.

With 66 per cent of Gen Z considering poor quality “a deal breaker”, the generation clearly prefers ethical practices and durable products that are sustainable for them and the enrolment.