Client Question: How does Gen Z feel about thrifting/donating and Goodwill?
As the Strategy Intern at Mythic, I was tasked with doing in-depth research on our national client, Goodwill, to figure out what the younger consumer sentiment is of the brand and thrifting/donating as a whole.
Who is Gen Z (Current Age Range: 12-27)?
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Currently makes up 30% of the world’s population
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Known for being anxious and hard-working
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More private about their online activity compared to Millennials
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Known as "digital natives," with 98% of them owning a smartphone
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Represent $143 billion or more in purchasing power
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Expected to make up 27% of the workforce by 2025
Research at a Glance
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They're money-conscious
They’re nostalgic of the past and it’s trends
They want to stand out while also fitting in
The thrill of the find
It’s eco-friendly
They’re able to keep up with the rapid trend cycle
They want to treat themselves (small treat culture)
It’s convenient
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You can either shop secondhand or you can just fall into the fast- fashion trappings and there’s not any other options.
45% of Gen Z stated that they find it difficult to resist the temptation of fast fashion, and 51% want to stop or at least reduce their consumption. In addition, 65% want to shop more sustainably and with higher quality.
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58% of Gen Z who bought secondhand apparel over the last 12 months made at least one purchase online — more than any other generation.
Online resale is expected to reach $38 billion by 2027, growing two times faster than secondhand overall.
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Wanting to declutter their lives
Trusting nonprofits/charities more than for-profit corporations
Belief in a brand/organization’s mission
Convenience/easier than reselling
It’s eco-friendly
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Despite being early in their philanthropic journey, 1/3 of Gen Z financial donors plan to increase their giving next year
70% of Gen Z say that impact reporting is likely to motivate increased giving
60% of Gen Z say a handwritten thank-you letter would motivate them to donate
