What is ‘Shopping With Personality’?
It’s a fundamental shift from transactional to relational consumerism. For Gen Z, born between 1997 and 2012, a purchase is an extension of their personal brand. [6, 11] They are drawn to products that reflect their unique identity and values, rejecting
one-size-fits-all marketing. [2] This means seeking out brands with a distinct point of view, a transparent mission, and a human element. Whether it's a small business owner they follow on social media, a creator-founded brand, or a unique secondhand find, the common thread is a sense of genuine connection and a story behind the product. [9, 12] They are adept at spotting inauthenticity and gravitate towards brands that aren't afraid to be honest and engage in real conversations. [2]
The Drivers: Authenticity, Sustainability, and Community
Several core values fuel this trend. Firstly, there's a deep-seated demand for authenticity. [17] Having grown up immersed in digital media, Gen Z is skeptical of polished corporate messaging. [7] They trust relatable creators and peers far more than traditional ads. [9, 21] Secondly, sustainability is a major driver. This generation is highly conscious of environmental issues and prefers to support brands that demonstrate a real commitment to ethical practices. [3, 19] This has powered a massive boom in the secondhand market. A significant majority of Gen Z, around 83%, have either bought or are open to buying pre-owned apparel. [4] For them, thrifting offers a unique style that’s also eco-friendly and affordable. [8, 18]
The New Storefront: Social and Creator-Led Commerce
The path from discovery to purchase for Gen Z often starts and ends on social media. [7] Platforms like TikTok and Instagram are not just for discovery; they are increasingly becoming the actual point of sale, with 80% of Gen Z having made a purchase through social media. [1] This phenomenon, known as social commerce, is dominated by creators. These individuals—often micro-influencers—are seen as trusted community figures rather than advertisers. [9, 21] When a creator they follow recommends a product, it feels more like a tip from a friend. [24] This has led to the explosive growth of creator-founded brands that are built on the founder's public persona and a direct, authentic connection with their audience. [9]
The Secondhand Surge
The desire for unique items with a story, combined with values of sustainability and financial pragmatism, has made the secondhand market a primary shopping destination for Gen Z. [7, 8] It is estimated that two out of every five items in an average Gen Z's closet are secondhand. [4] Platforms like Depop have become cultural hubs where young consumers can buy and sell unique pieces. [8] This isn't just about finding cheaper alternatives; it's about affordability for higher-end brands and the thrill of finding something one-of-a-kind. [4, 13] In fact, 64% of Gen Z shoppers look for an item secondhand before even considering buying it new. [4, 8]
How Big Retail Is Responding
This behavioural shift presents a significant challenge to traditional retailers built on mass production and impersonal experiences. In response, many legacy brands are attempting to adapt. Strategies include launching their own resale programs, collaborating with popular influencers for limited-edition collections, and trying to build more of a 'brand personality' on social media. [4] However, Gen Z's loyalty is conditional and must be earned continuously. [6, 11] They are quick to boycott brands that don't align with their values or whose actions seem performative. [23] Ultimately, success for any brand looking to capture this powerful consumer group hinges on genuine transparency, consistent values, and a willingness to engage in a two-way conversation. [6, 12, 17]
