‘Under consumption’ trend grows as Gen Z prioritises second …

Oct 22, 2024 · 66% of Gen Z shoppers are prioritising second-hand shopping, while 90% are loyal to their favourite brands and retailers. That’s according to the latest data insights from Pion, a …

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‘Under Consumption’ Trend Grows As Gen Z Prioritises Second …

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‘Under Consumption’ Trend Grows As Gen Z Prioritizes Second …

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A significant shift in shopping habits is taking place among Gen Z, with 66% of this demographic now prioritizing second-hand purchases, according to the latest insights from Pion’s Youth …

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Does Gen Z embrace 'underconsumption'?

Gen Z embraces "underconsumption," signaling a shift in spending habits amid economic challenges. Retailers, take note of this growing trend. ...

Is 'underconsumption' a trend for Gen Z?

“The social media trend of ‘underconsumption’ is another way for Gen Z to make the most of their money and be environmentally friendly at the same time,” said Ashley Ross, head of consumer client experience and governance at Bank of America. ...

Is overconsumption resonating with Gen Z & millennials?

According to online research, the trend is resonating most with Gen Z and Millennials, who are becoming increasingly aware of the environmental impact of overconsumption. "There have always been pockets of this exact same thing in different mindsets. ...

Are Gen ZS sticking to 'underconsumption'?

Consumers are clearly sticking to the basics, and some are going a step further. A nascent group of Gen Zs, mostly women, are responding to today’s financial headwinds with TikTok videos extolling the virtues of “underconsumption,” as in…Look how much I didn’t spend. ...

Is Gen Z underconsumption the Canary in the coal mine?

The Gen Z “Underconsumption” Trend: The Canary in the Coal Mine? The stats say consumers are still spending, but a new TikTok fad suggests a sea change is coming… ...

Do Gen Z consumers have a shopping addiction?

A third of Gen Z consumers admit to a shopping addiction, according to Credit Karma. But underconsumption is not so much about owning less, TikTok creator Michelka Allocca recently told Marketwatch.com. ...