Saving money, a key advantage of thrifting across generations, is certainly a motivator for this shift. Gen Zers are also turning to thrift stores for sustainability, creative ideas, social connection and a sense of nostalgia, a trend that is occurring across consumer culture for the generation.
Gen Z, in particular, is gravitating towards thrift shopping as a way to express individuality while promoting eco-friendly practices. 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.
Beyond its environmental benefits, Gen Z vintage fashion resonates on an emotional level. In a world of digital overload and fleeting trends, vintage offers a sense of grounding and permanence. Nostalgic styles, from 70s bohemian chic to 90s grunge and Y2K boldness, evoke emotions tied to iconic cultural moments.
Gen Z girls wear baggy clothes for comfort, self-expression, and a rejection of restrictive beauty standards. This trend emphasizes individuality and allows for more freedom of movement. Baggy clothes also offer a sense of empowerment by prioritizing personal comfort over traditional notions of femininity.
The thrifting economy is booming. While thrift shops, antique stores and consignment boutiques are nothing new, they're becoming more popular as shoppers deal with the rising cost of living, want to help the environment, and even in some cases, want to earn a living as a reseller.
Originally popular among the hippies of the 1960s, this fashion movement resurfaced during the mid-1980s among teenagers, and expanded into the 1990s with the growing popularity of such music and style influences including the grunge band Nirvana.
New York City and Newark, New Jersey, were the best cities for thrifting while Long Beach and Irvine, California had the most affordable thrift stores. Los Angeles ranked No. 1 in the 2022 study but came in third this time.
The bra trend Gen Z are ditching fast — and it's not what you think. Generation Z aren't burning their bras, but they certainly are prepared to throw underwire in the bin. You might have noticed on social media or seen it when you've gone underwear shopping, but the wire-free bra has become cool.
While a majority of Gen Z isn't wearing make-up daily, 22% say they wear it occasionally – higher than any other generation. This suggests that Gen Z treats make-up more as an option for special moments rather than an everyday necessity.
Many people perceive Gen Z as sensitive because they grew up with protective norms, digital communication emphasis, and social media bubbles that reinforce groupthink. This created some conflict-avoidant and people-pleasing tendencies compared to previous youth countercultures.
As a generation, Gen Z are the most nostalgic, with 15% feeling that they'd prefer to think about the past rather than the future. Millennials aren't much further behind at 14%, and the preference continues to taper off with age.
"BofA Global Research has noted that a huge transfer of wealth is expected as Baby Boomers pass down assets to younger generations, meaning that Gen Z and Millennials are increasingly likely to be making key spending and saving decisions."
Gen Z is set to spend on luxury goods at a rate three times faster than other generations. This new generation of luxury consumers has entered adulthood, and social media and influencers have made it easier to discover and fall in love with luxury brands.
Thrifting is a great way to avoid the overproduction of fast fashion without the high costs of brand-new, sustainable goods. Many Gen Z thrifters search for high-quality, vintage goods originally made to last for decades. Others give a second life to donated clothes that might otherwise end up in landfills.
Better sleep, managing stress, and mental health support are at the top of the list for Gen Z consumers when it comes to their health. Notably, Gen Z respondents shared the same attitude as the general population (34%) regarding optimizing fitness and performance as a top health concern.
They're saving earlier than generations before them, making long-term money goals, and becoming financially independent sooner. While still having big career aspirations, they're more conscious about making sure to find a job soon after college to avoid the burden of student loan debt.
Yet among Gen Zs, the sheaths seem to have lost their sheen: in the last decade, the World Health Organization has documented an “alarming decline” in condom use by sexually active adolescents around the globe.
Gen Z grew up being online, we have no option but to make social media and the internet an inherent part of us, more than socialising, and so performative affection feels easier and safer than a genuine, direct one. They sent each other letters of love, we send them a skeleton emoji if they compliment us.
So the stare could be a rejection of the “smile for the camera” culture of Millennials and Gen X. It could indicate an embrace of authenticity, irony, and even boredom as past aesthetic values. Many Gen Zers grew up online, being constantly exposed to endless imagery and emotional content.
There is a dramatic rise in obesity when Gen Z women (9%) are compared with Millennial women (28%), amounting to a 19-percentage- point difference. 4 The greatest increase among men was from Millennial (18%) to Gen Z members (33%), where a 15-percentage-point rise is visible.
To Kim, Gen Z's shift away from those expectations isn't just a fashion trend — it's a sign of social progress. “We're becoming more aware of how we're perceived,” Kim adds. “Many women don't want to be sexualized anymore — that definitely influences why fewer of us are reaching for heels.”
"Not wearing a bra forces the muscles in your chest and back to work harder to support your breasts, and this engagement may lead to improved muscle tone over time." However, the research surrounding this facet of breast health is still inconclusive—remember to be vigilant of how your body feels.
Despite being limited to a small online community in India, thrift culture has maintained a growing presence over the last few years. Only time will tell whether the thrift culture among the youth is a passing trend that will soon blow over or if it is a phenomenon that is here to stay.
Dopamine can be released when finding an amazing item at the thrift store, while this is not going to “fix” any mental health issues you have, it can serve as a mood booster and serve as a bright spot in your day.
