Affirming the rise of Asset Culture Commerce buyback programmes, where consumers sell items back to retailers instead of reselling these themselves, present a potentially powerful cog in circular commerce. Low-hassle, overcoming much-criticised takeback schemes (where products aren’t always recycled, but more consumption is spurred) and creating a consumer culture where product longevity predetermines success, the best explicitly spotlight added value in addition to eco-merit.  

Young people are increasingly environmentally conscious (33% American Gen Zers think brands should incorporate eco-friendly practices into all aspects of their business; YPulse, 2023), but their ideals and shopping behaviours are often mismatched. Bridging that gap means disentangling desirability from newness: from fashion to football, smart brands are rethinking ambassadorship and advocacy by blending youth culture, sustainability, innovation and locality.

Also debunking newness as the apogee of status – but focused more on transcending trends and pushing back on product obsolescence than cutting-edge creativity – are campaigns leaning into longevity. From channelling Gen Z’s practicality lust (see Hyper-Pragmatism & Levelling Up in YMS 2023) and equating staying power with stronger values to formalising “shopping your wardrobe”, longer-life is gaining legs.

The boom in resale concepts means brands already need to reconsider the storytelling that differentiates their platforms and stores, particularly the humanising details capable of countering drier information on policy and technical details: 68% of consumers say brand stories influence their purchasing decisions (The Brand Shop, 2023) – equally applicable to brands built on by consumer-creators or resellers.

Responding to the 34% of American Gen Zers who think brands should be educating consumers about the best ways to be more environmentally friendly (YPulse, 2023), a new wave of everyday-focused (QR-enabled) smart packaging and receipts deliver ultra-clear impact info or recycling instructions, with the best ones doing it via a personalised/localised lens.

A huge 97% of people globally say they’re now prepared to take action to live more sustainably, but they expect brands to be part of this solution (Kantar Sustainability Index, 2023). Furthering strategies detailed in Civic Commerce, concepts that blend brand activity with local community are therefore winning, with multibrand/business coalitions increasingly key.