Gen Z may be the youngest generation of adult consumers, but their influence is outsized – and they’re bringing clear expectations to the brands they engage with. 

For Gen Z, shopping isn’t just about price or trend. It’s about values. They favor brands that show up authentically with sustainable, affordable options. They’re not only backing these beliefs with their wallets – they’re reshaping how their parents and grandparents buy, too. 

To build a resale program that connects with this rising consumer force, it helps to understand how Gen Z shops and what they expect from the brands they choose. Let’s take a look.

The Generation Shaping More Than Just Their Own Carts

Gen Z, born roughly between 1997 and 2012, may still be in school, but their economic impact is anything but small. In the U.S. alone, they command over $360 billion in direct buying power.

And when it comes to resale, their preferences are clear. According to thredUP’s 2024 Resale Report,  65% of Gen Z purchased secondhand apparel in the past year, and 83% believe buying used is more sustainable than buying new.

And, their influence goes beyond their own buying habits. Gen Z isn’t shopping in a vacuum. A National Retail Federation study found that 87% of parents say their Gen Z children influence household purchases. They’re rewiring how entire households think about what they buy, where they buy it, and why.

How to Design Resale Programs for Gen Z

Gen Z is deeply aware of fashion’s impact on the environment, from overproduction to waste. They don’t see resale as second-best. They see it as the future. To win over Gen Z, it’s not enough to offer resale. You have to integrate it meaningfully into your customer experience – and communicate it in a way that feels native to their world.

• Transparency is table stakes. Gen Z is skeptical of greenwashing. They want to know how your program works, what happens to returned goods, and how you’re tracking impact. If a resale initiative feels surface-level,  they’ll scroll right past it.
• Experience matters, too. This is the first generation to grow up with mobile-first experience.  Clunky or confusing UX may turn them off. The entire experience, from discovery to trade-in to checkout, needs to be frictionless.
• And don’t overlook the story. Gen Z cares about where their clothes came from, how they were worn, and what they represent. A plain “Pre-Owned” label doesn’t cut it. They want curated resale drops, styled lookbooks, and secondhand items that have a tale to tell.

Killstar’s resale campaigns include values-based messaging about resale’s impact on the planet – as well as highlight the affordability of pre-owned gear.

How to Market Your Resale Program to Gen Z

1. Lead with why, not “buy now.”

Gen Z spots a sales pitch a mile away. Instead of pushing discounts, highlight the mission behind your resale program. For example, replace “Shop resale” with copy like “Join the circular movement,” “Less waste, more style” or “Every piece deserves a second story.” Or, on product pages or in email banners, add a one-liner about the item’s impact, e.g. “This resale find saved 750L of water.”

2. Use creators who actually wear your resale pieces.

Gen Z trusts people over polished campaigns. Find influencers already posting secondhand hauls or doing closet cleanouts. You might launch a TikTok or Reels series where creators style pre-loved pieces multiple ways or recreate old looks with resale finds.

Steve Madden partners with influencers who test out the resale site and provide candid feedback and showcase their ‘finds’ to their own community followers.

3. Highlight the style potential, not just the sustainability.

While Gen Z cares about impact, they’re also driven by aesthetics and individuality. Resale isn’t just a sustainable choice, it’s a style choice. Shift the focus:

• Show how resale pieces help customers stand out, not just fit in
• Spotlight one-of-a-kind or hard-to-find items in your marketing
• Curate themed collections (“’90s Staples,” “Festival Season Finds”) that reflect trends

Gen Z shoppers love to express themselves through fashion. Resale gives them the chance to build a wardrobe that’s both expressive and exclusive – and your content should reflect that.

4. Don’t hide your resale tab.

Your resale channel shouldn’t feel like an afterthought. Elevate it in your nav, emails, and social, just like you would a product drop. Recommerce isn’t a trend. It’s how they shop.

Winning younger consumers isn’t just about offering resale. It’s about offering it with purpose, visibility, and a user experience that feels native to how they already shop.

Want to build a smarter resale experience for the next generation? Let’s talk.