British youth are facing a clash of conscience in their shopping culture: craving self-expression and the thrill of uninhibited consumerism while being crippled with climate change anxiety and worry that their habits are toxic and unsustainable.
This is all according to the results of a new report – ‘The Devil is in the Retail: Generation Dread – why modern day fashion choices are so fraught’ – published by FARA Charity Shops, in which it is highlighted the role the Charity Retail sector can play to help the future consumer make ‘planet-positive choices.’
The report goes on top emphasise how important charity shops will need to become in educating and empowering young people, reconciling them with a more sustainable way of shopping and self-presentation.
However, to survive and thrive, the charity retail sector must jettison its earnest solemnity and provide a more fun and enjoyable shopping experience, while exploiting sophisticated marketing techniques as well as ‘influencer (and de-influencer)’ culture in its quest.
The survey has exposed a trend among the Generations Z and Alpha that demonstrates a stark contradiction between their attitude and behaviour towards protecting the planet and their own shopping habits.
The Charity Retail sector is best placed to correct this as they are ‘not only critical in providing relatively low-cost goods while acting as a community hub to empower marginalised groups but can provide a deeper and more satisfying shopping experience when compared to the short-lived high of buying new goods online.’
Libby Gordon, ceo of the FARA Foundation said: “Our report emphasises the critical need to further elevate the role of charity shops within communities, so that we not only provide sustainable goods and raise much-needed funds, but also become hubs for inspiring events and social interaction. This is an area FARA Charity Shops intends to focus on.
“What the research indicates is that to address the conflict between consumerism and sustainable living head-on, the charity sector has work to do and there is real opportunity to lead the way in inspiring the next generation of consumers. It must use some of the clever marketing practices employed by traditional retail. These include ensuring high standards in the way goods are curated, the use of innovative technologies (apps, platforms) to personalise the shopping experience, and reward sustainable choices.
“To lure Gen Z and Gen Alpha to a more sustainable way of shopping will require a rejuvenation of Charity Retail in which the feel-good buzz of a new purchase can be maintained, but with the added satisfaction of making planet-positive choices. Social media will have its role here, too, with influencers (and de-influencers) sharing facts and moulding retail habits.”
