Takeaways

• The global resale market is expanding rapidly, driven by shifting consumer values and the rise of digital resale platforms.
• Millennials and Gen Z are embracing pre-loved goods, reshaping retail strategies, and accelerating the circular economy.
• Brands and communities are adopting circular models as sustainability becomes a key driver of innovation and competitiveness.

The resale market is no longer a fringe segment of retail; it has become one of the fastest-growing forces in the global economy. Analysts expect the value of the second-hand sector to reach record highs by 2025, growing up to three times faster than the fast-fashion industry. What once thrived mainly in thrift stores has transformed into a mainstream movement powered by sustainability, digital innovation, and cultural change.

According to the international initiative Circular Monday, this shift marks more than an economic trend. It reflects a redefinition of what “new” means in a world where consumers increasingly seek sustainable fashion, durability, and meaningful value.

A New Consumer Mindset

Millennials and Generation Z are driving much of this momentum. For these groups, value is no longer tied to ownership alone. Instead, they prefer items with character, story, and environmental benefits. Digital resale platforms such as Vinted, Depop, and The RealReal have turned second-hand shopping into a modern expression of individuality.

“Buying second-hand is now an act of conscious choice—not a rejection of quality, but of excess,” says Helge Maren Hauptmann, founder of Maren Jewellery. This mindset is visible in the data: By 2025, one in five garments purchased in Europe is expected to be pre-owned, while North America may see resale grow by more than 100% over five years.

This shift reveals how consumers are now viewing products as long-term assets, contributing to a more sustainable retail landscape rooted in longevity rather than disposability.

Read More: What is the circular economy and how can it benefit your business?

Circular Models Drive Innovation

Behind this surge is the expanding circular economy, supported by brands and start-ups alike. Major companies, including Patagonia, Levi’s, and COS, have adopted global take-back or resale programs. Smaller businesses are experimenting with rentals, swaps, repairs, and subscription-based access.

Circular Monday highlights this trend as proof that circularity is environmentally responsible and also profitable. These models create local jobs, build resilience, and open new avenues for investors seeking long-term value.

Prestige Redefined

For younger shoppers, vintage is now a symbol of authenticity. Social platforms like TikTok and Instagram are filled with thrift hauls and upcycling transformations, helping “pre-loved” evolve into a global aesthetic.

“Circular has become the new cool, and consumers’ conscious choices are the strongest signal to the market,” says Isabella Haas of Dome Upcycling. “What we see today is a generational rebranding of value. For Gen Z and Millennials, circularity is not only ethical – it’s aspirational. Their choices are driving measurable shifts in brand and retail strategies, as well as service and product design. Second Hand, repairing and upcycling are here to stay.”

Circular Monday as a Global Platform

Founded in Sweden as a positive response to Black Friday, Circular Monday serves as a global platform promoting smarter, more sustainable consumption. It showcases circular business models, from repair cafés to electronics refurbishment hubs, and encourages consumers to rethink value.

“The circular economy model is not the future - it’s the present. It drives real revenue, reduces waste, and reshapes how brands and consumers interact. The shift is happening now, and those who adapt early will lead the next generation of sustainable growth,” says Alexandra Davidsson, who leads the initiative.

Also Read: Consumer Brands Lead Circular Economy Push

As Black Friday approaches, Circular Monday reminds shoppers of a simple truth: The most sustainable product is often the one they already own.

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Source: notified