the shift is already happening
Thrifting is normal. Repair culture is growing. Brand loyalty is tied to values, not just vibes.
Companies rethinking the supply chainThe whole journey a product takes from raw material to your hands. Every factory, every truck, every warehouse. Most brands would rather you did not look too closely at theirs. are finding that doing it better often means doing it more profitably.
Over 60% of the Gen Zs and millennials surveyed across 44 countries said they would pay more for environmentally sustainable products, and more than 70% said they already act to limit their own impact (Deloitte, 2024).
The companies on the right side of that are earning loyalty that shows up in long-term revenue.
where the money goes
Durable products made from better materials. Platforms behind the second-hand economyReselling, thrifting and refurbishing. What used to be settling for used stuff is now a global market worth more than $200 billion, driven by sustainability and value. Depop, Facebook Marketplace, consignment stores..
Brands that build transparency in, because they know their customers will check. This is where consumer behaviour and business models meet.
you’re already the customer
When you invest in sustainable consumption, you are backing the version of the economy you already choose with your wallet.
As more people buy this way, these companies grow, which makes sustainable options cheaper, which brings in more customers. You are part of what creates the wave, not only riding it.
