According to a recent study by Depop, a popular e-commerce platform for second-hand fashion, and management and business consulting firm Brain & Company, the shopping behavior of the so-called Generation Z – born between 1997 and 2012 – is not only, but predominantly driven by the desire to live more sustainably. In the survey taken among 2,176 Depop users in de U.K., U.S. and Australia, the consulting specialists have found that 90 percent of the Gen-Z consumers are trying to reduce the carbon footprint of their daily lives, with an interest in more sustainable fashion playing a central role. 75 percent of them reported that their decision to buy second-hand is driven by their desire to reduce consumption, and at the same time a wish to buy one-of-a-kind (like vintage or upcycled) pieces is important for 55 percent.
The insight into Gen-Z consumer behavior thus shows a growing desire for more sustainability and a certain tendency to escape the uniformity of fast fashion by wearing special or vintage pieces. And the generation is especially looking for the looks of the latest past: on the U.S. Depop Site alone, “Y2K” is tagged for over 2,7 million products.
But the study also offers information on their shopping behavior outside of the shopping platform: seventy percent of the consumers surveyed confirmed that their buying decisions are influenced by a brand’s “commitment to fair wages and safety,” while another 60 percent said a brand’s commitment to “diversity and inclusion” is important. 60 percent of respondents added that a “reduced” footprint is a driving force in their choice-making when it comes to the environment, while 45 percent said a brand’s use of “eco-friendly materials“ is also a factor.
Depop was founded in 2011 as a platform to buy, sell and trade. It was just acquired by competitor Etsy for $1.6 billion and is the 10th most visited shopping site among Gen-Z consumers in the U.S.