Gen Z – Some like it old: Friday's for second-hand – why 15-25-year-olds prefer old things to new ones

leboncoin, the online marketplace, unlocked insights around millennial purchasing behaviours in France and how to tap into different types of consumers.


Millennials are credited with many so-called "disruptive" shopping behaviours and preferences, which make them a supposedly difficult target group to understand. Digital natives, Instagram and YouTube addicts, ecologically aware citizens, shoppers eager for authenticity, but sceptical about brands: here are some of the common places one can read here and there about this new generation of consumers. However, from a more rigorous sociological perspective, the term "millennials" may not convey a precise meaning: beyond the age variable, the concept of millennials does not come with any substantial and uncontroversial definition, be it in sociodemographic, behavioural or attitudinal terms. Hence,...

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