Mastercard's New Sustainable Era For Consumer Behaviour

Watching the world’s transactions reveals trends behind human behaviour, fashions and shifting cultural standards. 

Mastercard’s recent Next Era of Conscious Consumption report shows that affordability, longevity and brand trust remain central to purchasing decisions. 

However, consumers are also seeking options that align with their personal values - particularly younger generations. Over 60% of both Gen Z and Millennials showed increased willingness to pay a premium for more sustainable products. 

“If we think in Taylor Swift terms, like there are eras of all sorts of things, including what we buy,” Ellen Jackowski, CSO at Mastercard, said on the LIVE Talks stage at Sustainability LIVE:Te Leadership Summit in June, as part of London Climate Action Week.

“We have over three and a half billion cards in circulation, eight billion people on the planet. We see a lot of spending data, which I think is really exciting. 

“What we're seeing is that there are key elements that are driving purchasing behaviour, things that aren't surprising: affordability, durability or longevity of a product, as well as brand trust. 

“But it's not just about the value that they're getting. It's also their values. 

“More than ever, about 50% or so of people say that they're willing to think about the environmental and social impact of the products that they're purchasing. It's not just about affordability, durability and brand trust.” 

Second-hand and circular

A major growth area for more sustainability-focused spending is in the second-hand market. The rise of resale websites like eBay and Vinted makes access to pre-loved items more accessible and popular.

Mastercard’s research found that second-hand shopping growth is outpacing retail overall. Second-hand clothing sales grew 28% year-on-year in 2025 in the top 20 circular shopping economies compared to 8% in clothing stores. 

Again, younger generations are driving the change. 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%, Mastercard’s research found. 

“What we're seeing is second-hand shopping for clothing is a huge market,” says Ellen. 

“It's growing at 28% per year – that's enormous growth. Overall, retail is only at 8%. 

“So, wow, that's a market mover. When you're seeing people of that volume really making those changes, something's going on. It is a new era.”

Reduce and repair

Ellen explains how Mastercard’s data is now showing consumers are walking the walk on more sustainable habits. 

This new era of consumerism provides opportunities for innovation and new revenue opportunities.

“What's changing? It's really about building infrastructure to help. There are all sorts of new start-ups as well, making it easier, taking the friction out of buying second-hand. 

“There's one company, it's a MasterCard Start Path company, called Save Your Wardrobe. 

“They help connect consumers to repair shops, making it easier to find a place to extend the longevity of your product. 

“And we're seeing an uptick in companies like that. New technology, new innovation, making it easier and more accessible for people to shop circular.”

“When consumers' needs change, that's a moment for business opportunity to expand your business model and to think about how to connect with consumers and their shifting preferences.”