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5 strategies for winning Gen Z customers with circular shopping

In today's retail landscape, capturing the attention and loyalty of Generation Z requires a fresh approach that aligns with their values and priorities. Circular shopping presents a compelling opportunity to connect with this environmentally-conscious demographic.

Our latest Novus report reveals that more than half (52%) of E-commerce customers favour circular shopping, indicating a growing trend towards eco-friendly and sustainable consumer choices. It is significantly more common among younger people to shop circularly.

Gen Z

5 strategies for winning Gen Z customers with circular shopping

1. Promote sustainability

According to a recent Forbes article, Gen Z values sustainability, with a whopping 90% stating they would be willing to spend 10% extra or more for sustainable products. By showcasing your commitment to environmental responsibility through eco-friendly products and sustainable practices in your supply chain, you can resonate deeply with Gen Z customers and differentiate your brand in a crowded market.


2. Prioritize transparency

Transparency is vital for Gen Z consumers. Research indicates that 80% of Gen Z consumers consider transparency a top factor when deciding which brands to support (Influence Central). Be open and honest about your sourcing, manufacturing processes, and environmental impact to build trust and credibility with this demographic.


3. Promote circular economy initiatives

Gen Z's affinity for circular shopping aligns with their desire for a more sustainable future. According to a study by Accenture, 73% of Gen Z consumers are willing to pay more for sustainable brands. Promoting initiatives such as clothing rental services, repair programs, and resale platforms can empower Gen Z customers to participate in circular economy practices and strengthen their connection with your brand.


4. Engage through digital channels

Gen Z is highly digital-native, spending an average of 11 hours per day consuming media (Forbes). Leverage online platforms such as social media channels, influencer partnerships, and interactive content to raise awareness of your circular shopping initiatives and inspire action among Gen Z consumers.


5. Foster community and advocacy

Gen Z is passionate about social causes and seeks community-driven experiences. According to a report by DoSomething Strategic, 67% of Gen Z consumers believe they can make a difference by supporting companies that take a stand on social and environmental issues. Build a community around your brand that shares values of sustainability and circularity, and empower Gen Z customers to become advocates for your brand.



By embracing circular shopping principles and aligning with Generation Z's values, brands can position themselves as sustainability leaders and win the loyalty of this influential demographic. Promoting sustainability, transparency, and community engagement can attract Gen Z customers and drive positive change towards a more circular and sustainable future.

Ready to win Gen Z customers?

(Sources: Reclaimit State of Returns and Circular Shopping 2024, Forbes, Influence Central, Accenture, DoSomething Strategic).

Michaela Westberg
Published 2024-05-15
Michaela Westberg works as CMO at Reclaimit.