The Thrill of Thrifting
In the blog, “Thrift vs. Fast Fashion: Why Gen Z Is Choosing Secondhand,” Goodwill Industries explored this growing trend and how it reflects Gen Z personalities. There seems to be a convergence in the rise of sustainability in the fashion industry, the growing awareness of fast fashion’s negative impacts on the environment, and new consumers that are redefining their style choices.
Enter, Generation Z. Goodwill notes, “With a keen awareness of what’s wrong with fast fashion, this generation is not just looking for unique pieces but also considering the ethical implications of its purchases. By choosing secondhand, people in Gen Z are making conscious decisions that align with their values, including fostering a culture that prioritizes community and sustainability over disposable trends.”
Gen Z tends to be characterized as having a strong identity and social consciousness. Authenticity, sustainability and individuality are key traits to this demographic. “With an acute awareness of social and environmental issues, many Gen Z consumers are gravitating towards thrift shopping as a more responsible alternative to the wrongs of fast fashion and its contribution to waste and exploitation,” observes Goodwill.
This growing awareness coincides with the growth of social media platforms that celebrate inspiration and creativity, such as TikTok, Pinterest and Instagram, channels which can shape fashion choices and provide an avenue for secondhand shopping.
This focus on unique finds, do-it-yourself fashion, personalized styles and being part of a community, “celebrates creativity and resourcefulness, making thrift shopping not just a trend but a lifestyle,” says Goodwill. Each secondhand piece is an individual story that also reflects the consumer’s unique personality and values, and which also contributes to a sustainable future.
Thrift: A Consumer Obsession?
During TMRE 2025, Chanon Cook, Chief Research Officer at YPulse, and Onney Crawley, Chief Marketing Officer at Goodwill Industries International, will hold the session, “Fireside Chat: Why Are You So Obsessed with Me? How Goodwill Became Gen Z’s Thrift Obsession.”
What drives an entire generation to hunt for pre-loved treasures when instant gratification is just a click away? This fireside chat explores how thrifting has evolved from an economic necessity to a social flex for Gen Z. Through extensive qualitative research and YPulse’s syndicated data, we revealed how young shoppers view thrifting as a proud, social activity that aligns with their values of practicality, affordability, and uniqueness and the role social media platforms like TikTok play in fueling thrifting trends. We’ll discuss the wide-ranging motivations behind Gen Z’s thrifting from practical concerns like affordability to emotional drivers like the “thrill of the hunt” and talk about how brands can design experiences that satisfy both their rational and aspirational needs.
Creating a Conscious Fashion Choice
Experts seem to feel this trend will continue in the years ahead as younger generations become more aware of how they are contributing to sustainability efforts with their fashion purchase choices. As the secondhand fashion market climbs in popularity, and the growing awareness of the impacts of fast fashion on the environment, there may be more notable changes in consumer behavior, led by Generation Z and beyond.
Indeed, Gen Z has transformed thrifting into a social status symbol where their thrifting behaviors serve multiple purposes—from social bonding and trend exploration to sustainability and pushing back against fast fashion. Bridging this gap and creating meaningful engagement with Generation Z and other like-minded consumers could be a significant factor in the market in the years to come.
As Goodwill notes, “Encouraging sustainable fashion choices involves education and accessibility. Providing information about the environmental benefits of thrifting can help shift perceptions about secondhand shopping. By making thrift shopping not only a choice but a lifestyle, we can pave the way for a brighter, more sustainable future in fashion.”
Video courtesy of Biz Breakdowns
