La Jornada: Mexico is a regional leader in second-hand purchases

The country is positioned as a regional leader in second-hand consumption, since more than one in two Mexicans buys clothing vintage or second-hand (52 percent), above the Latin American average (42 percent) and the global average (38 percent), McCann Mexico showed through its strategic consulting unit Truth Finder Consulgency.

For years, clothing consumption vintage and second-hand was read as a practice of a specific niche of consumers associated with limited budgets. Now, it reveals a profound change in which value is no longer measured only by novelty, but by history, uniqueness and reappropriation.

“The purchasing power of generation Z is on the rise, but their brand loyalty is more volatile than ever,” he said.

With a labor panorama where 47.6 percent of generation Z (people born between 1997 and 2012) in Mexico do not have formal employment, digital platforms are the new economic asset, allowing them to monetize passions to survive and grow.

One of the most disruptive findings of the report is the evolution of consumer habits towards the culture of small whims.

The generation Z It stands out because 20 percent say they treat themselves daily and more than 40 percent even include a budget for it. For many, they are not a luxury, but a way to survive in a difficult economy.