Nearly Half of Gen Z and Millennials Purchased Used or Refurbished Goods in the Past Year: BCG Survey

Boston Consulting Group (BCG) has released the results of its 'Consumer Sentiment Survey on Realizing a Sustainable Society,' conducted among consumers aged 15 to 69 across Japan. The survey, which began in February 2021 to track long-term shifts in consumer awareness regarding sustainability, completed its 12th iteration in January 2026.

This latest survey analyzed attitudes toward used and refurbished products. Approximately 30% of Gen Z and 26% of Millennials stated they consider purchasing such items from the outset. In the past year, 52% of Gen Z and 47% of Millennials actually made such purchases, with high activity in luxury fashion, baby goods, and digital cameras.

Furthermore, 31% of Gen Z and 25% of Millennials consider the 'net cost'—purchase price minus future resale value—when making buying decisions. The survey also found that when the relationship between climate change and rising coffee prices is explained, the percentage of consumers willing to pay a premium of 10% or more for eco-friendly coffee increases from 35% to 41%. BCG Principal Ayano Ihara emphasizes that companies must now focus on designing circular purchasing experiences and effectively communicating the value of environmental sustainability to consumers.