Millennials and Gen Z are strictly holding onto their principles when it comes to fashion and sustainability. They do not shy away from holding these businesses responsible. A recent BigCommerce survey, which included more than 4,000 online consumers worldwide, concluded that the majority of participants assessed sustainability as being either extremely important (32%), or fairly essential (52%), when making a purchasing decision. 58% of respondents said second-hand shopping benefited them in some way, and 62% of Gen Z and Millennial individuals said they would look for second-hand options before buying new ones right away. Online businesses can develop stronger relationships with these customers and increase customer loyalty by taking steps to establish more circular practises, such as a resale option, recycling unwanted clothing, or repairs.
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