Mastercard’s report, “The next era of conscious consumption,” indicates that consumers around the world — especially younger generations — are increasingly choosing resale, rental, repair and reuse models that deliver both value and stack up to their values.
Drawing on insights from the Mastercard Economics Institute, Mastercard’s Global Financial Sentiment Study and leading sustainability research from GlobeScan, the report showcases how these shifts are being driven by a powerful combination of cost consciousness, quality expectations, and a growing appetite for more environmentally conscious options.
“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,” said Ellen Jackowski, chief sustainability officer at Mastercard. “Circular purchasing behaviors are becoming more mainstream for everyday consumers because the tools and infrastructure to inspire, inform and enable them are finally emerging.”
Mastercard said the research shows that while affordability, longevity and brand trust remain primary drivers of purchasing decisions, consumers are still seeking options that align with their personal values.
- When asked what specific factors consumers consider most important when making purchasing decisions, cost (63%), longevity (52%) and brand trust (45%) lead. These factors are trailed by what a product is made of (31%), the purchase’s environmental impact (25%), and its resale or reuse potential (16%).
- But when asked to choose between cost and values, 54% of consumers say they still choose brands or products that align with their values, even if they cost more.
- Among younger consumers, that commitment is even stronger: Over 60% of both Gen Z and Millennials express an increased willingness to pay a premium for more sustainable products.
- Among consumers under 30, 61% say they prefer to spend their money on environmentally-friendly products rather than reducing the number of products they buy, indicating an expanding growth opportunity for businesses that can meet these demands.
Mastercard said circularity delivers value and values, creating a growth opportunity for businesses. Consumers are turning to circular models because they can offer affordability, durability and access without asking consumers to sacrifice.
- Out of all of the healthy and sustainable behaviours tracked by GlobeScan, “buying used,” is the one that is increasing over time. Nearly eight in 10 (78%) consumers say that this choice is price-motivated.
- Spending behaviour from the Mastercard Economics Institute confirms that secondhand shopping growth is outpacing retail overall by a wide margin: in the top 20 circular shopping economies, secondhand clothing sales increased 28% year over year in 2025 compared to 8% growth in clothing stores.
- Rentals are also rising among younger generations around the world, as Gen Z and millennials are more than four times more likely than boomers to say they rent products instead of buying new ones, 30% compared to 7%. In the U.S., these generations are 15 times more likely to rent than boomers. According to the Mastercard Economics Institute, U.S. clothing rental spending grew 17.6% year-over-year in 2025.
- When it comes to the repair economy, 71% of consumers say they would prefer to repair products they already own rather than buying new products to replace them.
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