‘Under consumption’ trend grows as Gen Z prioritises second-hand shopping
66% of Gen Z shoppers are prioritising second-hand shopping, while 90% are loyal to their favourite brands and retailers. That’s according to the latest data insights from Pion, a “leading authority” in the consumer habits of Gen Z, which surveyed 4,000 people for its Youth Trends Report 2024. The “under consumption” trend has taken social…