Valentine’s Day is quickly approaching, and it seems that young Europeans from Generation Z are breaking away from conventional clichés and adopting a more sustainable approach to gifting. Research conducted by Adevinta, an online classifieds specialist, indicates that younger consumers in Europe are leading the charge in sustainable gift-giving this Valentine’s Day. The study reveals that 49% of Generation Zers prefer receiving a unique pre-loved gift rather than a new, mass-produced item.
Interestingly, it appears that Generation Zers also feel that Valentine’s Day has become excessively focused on consumerism. Half of the survey respondents in this age group believe that the holiday has lost its true meaning. This sentiment is particularly strong among Generation Zers, with only 33% of Generation Xers and 28% of Baby Boomers sharing the same viewpoint.
What’s more, the research demonstrates that Generation Zers have a preference for shopping on secondhand online marketplaces when searching for meaningful or distinctive gifts. Approximately 44% of Generation Z consumers believe that these platforms provide a greater variety of options compared to physical stores. Additionally, 39% of Generation Zers find Valentine’s gifts from major online retailers to be impersonal.
The cost savings and climate benefits associated with secondhand shopping are also influencing this conscious generation. A significant 57% of Generation Z respondents acknowledge that purchasing secondhand items is more affordable than buying brand-new products. They are also aware that opting for pre-loved, vintage, or secondhand Valentine’s Day gifts is more environmentally friendly, with 56% of them holding this belief.
The research also sheds light on the issue of last-minute panic buying, resulting in unwanted gifts being discarded or resold online. Despite half of Generation Zers wishing they could have given a more special and unique gift, 42% admit to purchasing a Valentine’s gift that they know lacks originality or is a cliché. As a result, 23% of them end up throwing away such gifts, while 18% resort to selling unwanted Valentine’s gifts online.
Overall, the study reveals that 43% of Generation Zers plan to buy gifts for their family, friends, and loved ones this Valentine’s Day. In contrast, only 36% of Generation Xers and 25% of Baby Boomers have similar intentions.
As the concepts of sustainability and conscious consumerism continue to gain traction, it is clear that Generation Zers in Europe are not just redefining how they celebrate Valentine’s Day, but also challenging societal norms surrounding gifting and consumerism. The growing popularity of pre-loved gifts and the shift towards secondhand shopping reflect a generation that is mindful of its impact on the environment and values individuality over mass-produced items. Ultimately, this evolving mindset has the potential to transform the future of gift-giving.
Here are 2 useful links related to sustainable gifting:
1. 10 Ways to Reduce Your Fashion Footprint
2. Super Easy Ways to Make Your Wardrobe More Sustainable
