Consumer Behavior 2025
The gap between intent and action among young Brazilian consumers.
Synthesizing insights from the "Perspectives of Young Brazilians on Circular Economy" study (Aug 2025) and broader market trends.
The Intent-Action Gap
Young Brazilians (Gen Z and Millennials) show high levels of environmental awareness but lower levels of circular engagement.
- Belief: "Brands should be responsible." (High Agreement)
- Action: "I actively repair or resell clothes." (Moderate/Low Action)
Why the gap?
- Convenience: Fast fashion is instant; resale takes effort (photographing, listing, shipping).
- Trust: Fear of scams or poor quality in the second-hand market.
- Cost: Sustainable "new" fashion is priced as a luxury; Second-hand is the only accessible sustainable option.
Economic Drivers > Ecological Drivers
Globally and locally, the Cost of Living Crisis is the #1 driver for circular adoption.
- Value Seeking: 2nd hand is viewed primarily as a way to access better brands at lower prices.
- Monetization: Selling is driven by the need for liquidity, not just decluttering.
The "Thrift Flip" Phenomenon
Social media (TikTok/Instagram) has gamified resale.
- Trend: Finding underpriced items to resell for profit.
- Impact: Creates a layer of "prosumers" who act as market makers, increasing liquidity but potentially raising prices for entry-level buyers.
What this means for Cüte
Cüte's design directly addresses the Convenience and Trust barriers identified in the study.
- Verified Circles: Solves the trust issue.
- Concierge Services: Solves the convenience/effort barrier.
- Community Focus: Taps into the social aspect that Gen Z values over purely transactional interactions.