The retail mandate to offer second-hand products, the opportunity to repair goods, and rental options has strengthened based on new research from payments company Mastercard.
Its The Next Era of Conscious Consumption report finds consumers, particularly younger generations, are increasingly embracing resale, rental, repair and reuse as they seek purchases that deliver both value for money and align with their personal values.
The research, which combines insights from the Mastercard Economics Institute, Mastercard’s Global Financial Sentiment Study and GlobeScan, suggests circular retail models are moving firmly into the mainstream.
While cost remains the biggest purchasing driver (63%), followed by product longevity (52%) and brand trust (45%), more than half (54%) of consumers said they would still choose products or brands that reflect their values, even if they cost more. More than 60% of gen Z and millennials said they are willing to pay a premium for more sustainable products, while 61% of consumers under 30 would rather buy environmentally friendly products than simply reduce consumption.
Second-hand shopping continues to gather pace, with 78% of consumers saying affordability is the main reason for buying used products. Mastercard Economics Institute data shows second-hand clothing sales across the world’s top 20 circular shopping economies grew 28% year-on-year in 2025, compared with 8% growth across clothing retail overall.
Rental is also becoming more popular, with 30% of gen Z and millennials saying they rent products instead of buying new, compared with 7% of baby boomers. Meanwhile, 71% of consumers said they would rather repair products they already own than replace them.
Mastercard said retailers can unlock further growth by making circular purchasing simpler through technology, payments infrastructure, and consumer engagement tools, highlighting initiatives including PlanetPoints, the Mastercard Carbon Calculator and payment systems that support lower-impact purchasing.
Ellen Jackowski, chief sustainability officer at Mastercard, said: “Sustainable living may have taken root among the environmentally conscious, but today it’s gaining momentum by delivering tangible value everyone can feel, from saving money to accessing better, more durable goods and supporting personal health and well-being.
“Circular purchasing behaviours are becoming more mainstream for everyday consumers because the tools and infrastructure to inspire, inform and enable them are finally emerging.”
Read about fashion retailer Uniqlo’s upcycled range launch in Green Retail Week
[image credit: Green Retail World]
