Ushering in a Green 2019: Consumers Resolve to Be Less Wasteful this New Year.

thredUP’s New Year’s Resolution Report finds that more shoppers are joining the war on waste, pledging to live and consume more sustainably in 2019.

Shifting consumer priorities will drive more retailers to provide sustainable solutions in the coming year, paving the way for a more circular fashion future. Read on for the analysis of responses from over 1,000 female consumers.

MORE THAN 1/2 OF WOMEN RESOLVE TO REDUCE THEIR WASTE IN 2019

“Being less wasteful” is a top New Year’s resolution for 2019, and living more sustainably is a more popular New Year’s resolution than cutting back booze or even having more sex!

  • 58% of women resolve to “be less wasteful” in the new year, and GenZ women are 25% more likely than average to make this eco resolution.
  • 84% of women say they’ll shop more sustainably in 2019.
  • 42% plan to reduce waste by shopping secondhand.

GEN Z & YOUNG MILLENNIALS LEAD THE SHIFT AWAY FROM DISPOSABLE FASHION & EMBRACE CONSCIOUS CONSUMPTION

After years of cycling through fast fashion purchases, consumers are waking up to fashion waste — and the younger generations are the most adamant proponents of slowing down fast fashion.

  • 1 in 4 women plan to quit fast fashion in 2019 to be more eco.
  • Millennials are 29% more likely than average to stop supporting disposable fashion brands in 2019.
  • 50% of 18–25 year olds plan to shop secondhand to be more sustainable next year, compared to 43% of women on average.
  • 54% of GenZ women resolve to buy “higher quality products that last” in 2019, compared to 42% of women on average.

TOP 7 WAYS GEN Z & MILLENNIALS PLAN TO BE MORE ‘ECO’ IN 2019:

  1. RECYCLE — go circular and recycle to keep items in use, and out of landfills.
  2. SHOP SECONDHAND thredUP upcycled 20M items in 2018, and the company puts 1,000 like-new styles online every hour.
  3. BUY SUSTAINABLE PRODUCTS — For necessities from cleaning products to coffee, consumers are choosing sustainable options.
  4. CARPOOL / PUBLIC TRANSIT — Ride-sharing app Lyft is committed to going carbon-neutral.
  5. LESS MEAT Impossible Foods aims to eliminate meat by 2035 to reduce the eco-impact of our food.
  6. LESS FAST FASHION — Get your fashion fix by renting the latest trends with Rent the Runway, instead of buying + tossing them.
  7. COMPOST — Take your recycling to the next level and commit to composting in your home.

CLIMATE CHANGE FEARS & BRANDS’ ECO PLEDGES DRIVE THE CONSUMER SHIFT TO SUSTAINABILITY

4 out of 5 women think “doing their part to reduce climate change” is an important New Year’s Resolution.

Beloved brands from Patagonia to Starbucks to Reformation are paving the way for the rise of conscious consumerism. Shoppers are realizing their purchases can make a difference, and they’ll be voting with their wallets to save the planet in 2019.

Top 3 reasons women are inspired to shop more sustainably in 2019:

  1. Global climate news. Ongoing climate negotiations and debate among world leaders have brought awareness to a sensitive subject, and put a spotlight on how our actions affect the environment.
  2. Apparel recycling initiatives. In 2018, thredUP launched a recycling partnership with Reformation, enabling Ref customers to recycle their clothes and earn brand credit. The new wave of retailers working together with resellers is only the beginning.

THE RISE OF ‘ACCESSIBLE SUSTAINABILITY:’ CUSTOMERS WILL EMBRACE AFFORDABLE ECO-BRANDS

Most sustainable options are cost prohibitive, and high cost was one of the top 3 factors holding women back from living more sustainably in 2018. However, research shows that while consumers need affordable options, they also value the impact of their purchases more than ever.

Consumers’ Top 2 New Year’s Shopping Resolutions? Save Money and Do Good.

  • 45% want to buy products that ‘do good’.

Luckily, in 2019, some retailers are making it so consumers can have their eco cake and recycle it too.

Save Green, Go Green: Here are some of the companies making it affordable to shop eco in 2019.

  1. Everlane Recycled fleece and eco denim won’t break the bank.
  2. thredUP Join the resale revolution and shop 35K brands at up to 90% off.
  3. Allbirds Earth-friendly wool runners under $100.

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