PwC Italy conducted the research “Circular Fashion Survey on New Generations 2024,” which explored the purchasing behaviors of Millennials (28-43 years old) and Gen Z (18-27 years old) in five European countries: Italy, Germany, the United Kingdom, France and Spain. 70% of young people interviewed purchased second-hand products in 2024, an increase of 19% compared to 2023. The main reasons for this choice are economic savings (72%), sensitivity towards circularity (14%) and access to expensive brands otherwise out of reach (8%). Geographical differences emerge: in Italy and France, interest in luxury brands is more marked (11%-12%), while in Germany the focus on circularity prevails (19%). In the United Kingdom and Spain, economic convenience is the main motivation (77%-79%).
Il 54%. of participants made at least half of their purchases on e-commerce platforms, a sharp increase compared to 35%. of the 2023. The choice of online shopping sites is driven by detailed descriptions (59%), free shipping (38%) and sustainable shipping (20%). The focus on reducing CO2 emissions in shipping is particularly felt in Germany (27%) and Italy (25%) compared to other countries such as France and the United Kingdom (15%).
In terms of price ranges, 46% of Millennials and 57% of Gen Z prefer items in the 0-50 euro range, while only a minority chooses products over 200 euros. The main purchasing criteria are price and quality, while sustainability is a priority for only 20% of the sample, in line with 2023.
ESG standards influence 65% of Gen Z and 63% of Millennials. Furthermore, 71% are willing to pay a premium for sustainable products, although price remains the main obstacle for 86%, with a peak of 91% in Italy. The most appreciated sustainable aspects include the use of recycled materials (42% Gen Z, 35% Millennials), eco-friendly packaging (32% and 31%) and cruelty-free production (21% and 19%).
Social media is key to purchasing decisions: Instagram is the most influential for Gen Z (38%) and Millennials (30%), followed by TikTok (24% Gen Z) and Facebook (15% Millennials). Influencers inspire 31% of Gen Z versus 15% of Millennials.
Despite the interest in sustainability, the phenomenon of ESG-washing raises doubts. 64% of young people detect less than transparent communication practices, highlighting vague messages or strategies that emphasize irrelevant aspects of products to appear sustainable.
“Among the most important innovations for the sector is certainly Directive 851/2018, which will make separate collection of textiles mandatory at European level from 1 January 2025”, he commented in a note Omar Cadamuro, partner of PwC Italy consumer market. “Italy, like many other member states, has already started collecting starting in 2022, although the results to date are not entirely satisfactory. In our country, in fact, only 2,7 kg of fabrics are collected per year per inhabitant, a figure far lower than the quantities released. Trends such as second-hand and the growing interest of new generations in circular fashion allow us to extend the life cycle of products, helping to concretely mitigate the environmental impact of textiles and giving a very positive signal for the sector”.