{"id":89894,"date":"2023-10-05T14:03:58","date_gmt":"2023-10-05T21:03:58","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&p=89894"},"modified":"2025-03-05T09:55:35","modified_gmt":"2025-03-05T17:55:35","slug":"why-brands-need-to-care-about-sustainability-and-recommerce","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/why-brands-need-to-care-about-sustainability-and-recommerce\/","title":{"rendered":"Why Brands Need to Care About Sustainability and ReCommerce"},"content":{"rendered":"\t\t
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September 27, 2023 | <\/span> < 1<\/span> min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t

\n\t\t\t\tWhy Brands Need to Care About Sustainability and ReCommerce<\/strong>\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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With an overwhelming<\/span> 82% of shoppers<\/span><\/a> calling for brands to adopt sustainable and people-centric practices, it is imperative for retailers to incorporate earth-friendly business practices into their everyday operations. In fact, the increasing consumer demand for sustainability has forced online retailers\u2019 hands in devoting considerable thought to corporate social responsibility and eco-friendly strategies throughout their supply chains.\u00a0\u00a0<\/span><\/p>

This shift in consumer expectations, brought on primarily by Gen Z, has ushered in a new era of retail trends and revenue streams, including the introduction of pre-loved and refurbished product ranges, as well as the rapid growth of \u2018recommerce platforms\u2019. But what does sustainability mean for the modern retailer? And how can they take advantage of the growing emphasis on recommerce to ensure they\u2019re engaging with consumers on the platforms they use the most? Let\u2019s break it down.\u00a0<\/span><\/p>

Why Should Retailers Care About Sustainability<\/h2>

Simply put, it\u2019s the right thing to do. Consumers are purchasing <\/span>60% more garments<\/span><\/a> than they were in 2000, but they\u2019re only keeping them for half as long. Because of this, it\u2019s estimated that the equivalent of a garbage truck of clothing is burned or dumped into a landfill every second. This underscores the negative impact\u00a0 many retail and fashion brands have had on reversing course against overstuffed landfills and reducing climate impact.\u00a0<\/span><\/p>

Even if the moral implications are less important to brands, the actual business impact of sustainable practices should move the needle. <\/span>A 2019 study from First Insight<\/span><\/a> revealed that 62% of Millennials and Gen Z prefer to shop with brands that are transparent about their sustainability practices. Additionally, a survey from Boston Consulting Group found that sustainability\u2019s impact on the buying decisions for all consumers rose from 38% in 2019 to 53% in 2020, a trend likely to persist as younger generations continue to co-opt the buying market.\u00a0<\/span><\/p>

How Does Sustainability Relate to Recommerce<\/h2>

Rather than viewing sustainability and recommerce as two separate initiatives, brands should recognize the rise of recommerce as one tactic in helping them reach new customers through sustainable purchasing and selling practices. In layman’s terms, \u2018recommerce,\u2019 or reverse commerce, simply refers to the reintroduction of products into the market after their initial purchase, rather than dumping them into landfills or leaving them dormant. This reintroduction creates a circular approach to retail consumption, reducing the waste that brands are introducing into our environment. Although this term has recently gained traction among retailers, the idea of recommerce is nothing new; yard sales and flea markets have been around for longer than most brands that exist today. However, the concept really took flight during the initial dot com era and into the early aughts as sites like eBay, Amazon, thredUP, and more began to pop up. In fact, the resale industry is projected to reach $64 Billion by 2024, and that\u2019s just for fashion alone\u2014creating a massive opportunity for brands in this space.\u00a0<\/span><\/p>

While building out your own digital marketplace is certainly an option, there are easier ways to get your foot into the recommerce space. Retailers like Levi\u2019s, The North Face, Patagonia, and REI have trade-in and resale programs that offer customers store credit for shopping in their pre-loved clothes. Madewell, for one, partners with marketplaces like thredUP to curate a well-stocked secondhand marketplace on their site that allows users to send their pre-loved clothing into the store\u2014free of charge.\u00a0<\/span><\/p>

Although there are certain drawbacks to this approach, like ensuring clothing\u2019s legitimacy and condition, making sure the size is accurate, etc, many manufacturers are finding ways around this. Implementing QR codes on tags allows customers to scan the merchandise they\u2019ve received and ensure it\u2019s correct. Essentially, the pros far outweigh the cons for brands as opportunities in the recommerce space continue to expand.\u00a0<\/span><\/p>

Conclusion\u00a0<\/span><\/h2>

As Millennials and Gen Z continue to take up a bigger slice of the purchasing pie, sustainability and recommerce will remain critical elements of any brand\u2019s marketing strategy.\u00a0 It not only showcases their eco-consciousness, but incentivizes shoppers with reduced-cost resale items. For brands looking into how they can jump start their sustainability and recommerce efforts and create resonant marketing messaging to their target consumer base, <\/span>feel free to reach out to an expert at Zeta Global today.\u00a0<\/span><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Want to see Zeta in action?<\/p><\/div><\/div>\n\t\t\t\t

To implement these strategies effectively, brands need the right technology and tools to support their personalization efforts. The Zeta Marketing Platform empowers businesses to offer highly tailored experiences driven by AI.\n<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tZeta Marketing Platform<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tRequest A Demo<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Learn why every brand\u2014particularly retailers\u2014needs to adhere to sustainable practices in everything from production to \u2018recommerce.\u2019<\/p>\n","protected":false},"author":16,"featured_media":89895,"menu_order":0,"template":"","tags":[45,147,281,416,1055,1057],"insight-category":[26],"class_list":["post-89894","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-travel","tag-retail","tag-automotive","tag-technology","tag-telecom","tag-fin-serv","insight-category-articles","industry-retail","topic-cmo-strategy"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"26","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"\nWhy Brands Need to Care About Sustainability and ReCommerce<\/title>\n<meta name=\"description\" content=\"Over 80% of shoppers require the brands they shop with to adhere to sustainable practices. 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