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.

full research here

Who is Gen Z (Current Age Range: 12-27)?

  • Currently makes up 30% of the world’s population

  • Known for being anxious and hard-working

  • More private about their online activity compared to Millennials

  • Known as "digital natives," with 98% of them owning a smartphone

  • Represent $143 billion or more in purchasing power

  • Expected to make up 27% of the workforce by 2025

Research at a Glance

    • 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

    • 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.

    • 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.

    • 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

    • 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

In Summary, Gen Z…