When it Comes to Sustainability, Millennials and Gen Z Demand More

April 3, 2020

Millennials and Gen Z are driving the growth of secondhand. According to ThredUp, people between the ages of 18-37 participate in retail more than any other age group.  This is no surprise.  Resale satisfies two major demands - the desire to be constantly seen in new styles on social media, and the inclination to be a sustainably conscious consumer. Resale allows younger consumers to frequently switch up their wardrobe, while reducing their carbon footprint.


Rohvi’s retailer trade-in platform allows customers to free up a spot in their closet, empowering them to upgrade their wardrobe without enlarging it.  It provides access without commitment.  Consumers can frequently switch up their looks in an eco-friendly way.


Recommerce can increase engagement with Millennials and GenZ, particularly when delivered in a personalized way.  Millennials and Gen Z don’t just enjoy personalization- they expect it.  This means more than just using their first name in an email.  They know retailers have collected and stored data on them over the years and they expect that it will be used for thei rbenefit.  Bombarding them with irrelevant offers and messages doesn’t just annoy them – it drives them towards other brands.  Rohvi understands this.   We work with retailers to develop trade-inprograms appropriate to their customer base, data collected, and items sold.  


Sustainability might be just another initiative for a retailer.  But that’s not how Millennials and Gen Z think about it.  It is core to how they make purchasing decisions. Seventy-two percent of shoppers surveyed by ThredUp say they prefer to buy from environmentally friendly brands - a 15 point increase in the past five years.


Retailers don’t have to sacrifice strategy, customer relationships, and profitability in order to be sustainable.  Millennials and Gen Z are demanding more from sustainability.  Retailers should be too.  

Source:  ThredUp 2019 Resale Report

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