A New Generation Reshapes the Landscape
Gen Z, those born between the mid-1990s and early 2010s, is emerging as a powerful force in global sustainability. Whether through how they shop, speak, or spark change, their actions are shaping industries, politics, and cultural values.
Around the world, they are demonstrating that sustainability is not just a buzzword but a way of life. For us, as a global leader in reuse and circular fashion, these changing behaviors represent both a validation of purpose and a view into the future of second-hand and sustainable consumption.
Gen Z’s Values: Climate-Conscious by Default
Unlike previous generations, Gen Z did not grow into sustainability – they were raised with it. According to a Pew Research report, 76% of Gen Zers consider climate change to be a major concern.
Their mindset is evident in everyday decisions: a Deloitte global survey found that over 70% of Gen Z respondents have made lifestyle changes to reduce their environmental impact, ranging from food choices to fashion.
Second-Hand First: Redefining Fashion and Consumption
Gen Z is reframing how society sees used goods. Thrifting is no longer niche; it’s gone mainstream. According to ThredUP’s 2023 Resale Report, nearly two-thirds of U.S. Gen Z shoppers look for secondhand clothing before buying new.
Globally, resale platforms such as Vinted, Depop, and Poshmark have surged, especially among Gen Z users who prioritize individuality and sustainability. Second-hand has become aspirational, creative, and climate-conscious.
For companies like ours, operating at the intersection of reuse and global supply, this generational shift is both affirmation and acceleration.
Circularity on a Budget: Economic Pragmatism Meets Purpose
Gen Z lives at the intersection of ambition and affordability. With inflation, student debt, and economic volatility, sustainable living must also be practical. Thrifting, swapping, and upcycling offer that balance.
While nearly two-thirds of Gen Zers say they’re willing to pay more for sustainable options, many still prioritize cost. Yet their ingenuity in making reuse stylish and accessible keeps circular habits growing.
Digital Ecosystems of Change: From Awareness to Action
Gen Z has mastered digital tools as vectors for influence. From TikTok thrift flips to Instagram sustainability campaigns, they use social media to raise awareness, educate, and hold brands accountable. An Oliver Wyman Forum study found that Gen Z is 68% more likely than previous generations to use social platforms for activism. Their digital activism has fueled youth-led movements like Fridays for Future and global conversations around climate justice.
For Gen Zers, climate action is inseparable from justice, equity, and wellness.
The Future: Gen Zers as Circular Economy Architects
Gen Z is not just redefining how we buy – they’re reshaping how we design, repair, and reuse. As they move from consumers to entrepreneurs and policymakers, their influence will only grow. Brands that align with their values of affordability, authenticity, and accountability will lead.
We at Bank & Vogue, who have long pioneered global reuse, are well-positioned to partner with Gen Z’s momentum and build the next frontier of circular solutions.
Whether through upcycled fashion startups, resale innovations, or climate policy advocacy, Gen Z is living their values out loud. Their impact is undeniable, and their direction is clear: the future is sustainable, circular, and youth-led.
We work at the heart of this transformation, offering global B2B circular solutions that help partners scale reuse and resale at every stage of the value chain. To explore how your business can collaborate with us on circular strategies, fill out our contact form.
