First Insight and Wharton’s 2021 study shows Gen Z is driving the rise of sustainable shopping and resale markets, influencing older generations like Gen X. Resale and recommerce models—led by platforms such as ThredUp and Poshmark—have surged across all age groups, with Gen Z showing a strong preference for circular shopping. Apparel is the top resale category, and affordability remains important, especially to Gen Z. While all generations plan to continue buying secondhand, Millennials and Gen X lead in selling. Most consumers prefer cash compensation when selling secondhand items, with 83% intending to sustain resale behaviors.

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