What: Growing anti-materialist movement forces retail industry to confront fundamental changes in consumer behavior and business models.

Why it is important: The movement signals a transformative moment in retail history where consumer values are fundamentally reshaping business practices, forcing retailers to reconsider their role in society and environmental impact. The anti-materialist movement, led by Gen Z and gaining traction across age groups, is challenging traditional retail paradigms. This shift extends beyond economic considerations to encompass broader ethical concerns about environmental impact and social responsibility.

The trend is amplified through social media and alternative platforms, where influencers promote conscious consumption and underconsumption principles. Organizations like The Freecycle Network and The Buy Nothing Project, with their millions of members, demonstrate the movement's growing mainstream appeal. The Netflix documentary "Buy Now!" further highlights the consequences of overconsumption, while former corporate leaders like Eric Liedtke and Paul Polman exemplify the industry's internal transformation. This cultural shift demands retailers move beyond greenwashing to implement genuine sustainable practices and adapt to a future where success may be measured by quality over quantity.

IADS Notes: The rising anti-materialist sentiment is driving fundamental changes in retail operations and consumer behavior. December 2024 data shows 41% of consumers now choosing to repair products rather than replace them, while 24% actively participate in secondhand shopping. Retailers are responding creatively, as demonstrated by Selfridges' May 2024 initiative to make circular retail playful and engaging. This shift aligns with broader consumer trends, as April 2024 research reveals 80% of US consumers now view sustainability as an achievable goal.

The industry's response is becoming more structured, with the NRF's June 2024 report outlining key strategies for implementing circular business models. Leading retailers are taking bold steps, exemplified by Peek & Cloppenburg's January 2025 launch of the world's largest green retail outlet. These developments suggest that the anti-materialist movement is not just a temporary trend but a fundamental shift forcing retailers to reimagine their business models and value propositions.

A look at the “buy less” movement