TREND 3 Selling:
hustle culture /recommerce

Social Selling

It’s easier than ever for a Gen Z student to start a small business. All they need is a social media profile, some marketing flair, and something to sell. In the US, 12% have bought from someone on Facebook. 10% of Gen Zs have bought something from an individual on TikTok or Instagram. In the UK, the more popular platforms are TikTok and Facebook – where 14% have bought from individuals. In all of these cases, the buyer bought from an individual in their network rather than a brand.

This sort of recommerce not only creates another user journey – it also points to a different way of life. Just 7% of Gen Zs would describe themselves as having an “online business” – but 43% want to. Young people see reselling and recommerce as a valid way to make money and explore their creativity – they’re inserting themselves into the ecommerce narrative – which means the life cycles of your products are only getting longer.

Brand Example: Vans

At first, it’s easy to see recommerce and ecommerce as direct competitors. But a huge part of being a Gen Z-centric brand is recognising the resell potential of your products. When it came to this, Vans understood the assignment, becoming one of the first brands to collaborate directly with Depop. Four Depop users and creators put their unique stamp on the traditional Vans shoes, creating four limited-edition products sold via Depop and Foot Locker. It was a product launch that paid homage to Gen Z’s creative spirit, while maintaining the exclusivity that young consumers love. In our Youth Brand Affinity Tracker, Vans has remained in the top three Sport and Athleisure brands for the past three quarters. 89% of Gen Z students recognise the Vans brand, and 38% plan to buy a pair of Vans in the next three months.