The Depop x Bain report explores how Gen Z is reshaping fashion and business through a fluid, non-binary mindset shaped by digital connectivity and global uncertainty. This generation values empathy, inclusivity, and mental health awareness, while embracing authentic self-expression and community-driven identity. They interact with digital platforms as both consumers and creators, blending commerce, entertainment, and entrepreneurship. Sustainability strongly influences their purchasing decisions, with many favoring secondhand, recycled, and value-driven fashion. For Gen Z, “newness” is redefined as unique, meaningful, and experience-driven rather than purely new products. Brands must adapt by aligning with social values, authenticity, and digital engagement to remain relevant.

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