Generation Depop: Who They Are and How to Market to Them
July 15, 2021
You may have already heard the term ‘Generation Depop’ or ‘the Depop generation’ at some point, as it’s become apparent over recent years that new trends and shopping habits among younger consumers are emerging.
But who are Generation Depop and what does this phrase actually mean for marketers?
Put simply, Generation Depop are Gen Z. Whilst we can’t speak for every person in the 7-25 age bracket, it’s safe to say that a large portion of this key demographic are part of the Depop generation.
Why does Gen Z like Depop?
Depop is a social shopping app designed to make reselling simple, whether it be secondhand or vintage. It’s been around for a while, and has become particularly popular among Gen Z. But why?
It’s no secret that the younger demographics are more socially and environmentally aware than those before them. They care about sustainability and ethical issues, and strive to make more eco-conscious decisions. The fashion industry has come under scrutiny recently, with the media shining a greater spotlight on the harmful environmental impacts of fast fashion in particular, plus the unethical ways manufacturing staff are commonly treated.
This has led to an increase in demand for more sustainable ways to consume fashion. Shopping habits are changing, with many young people buying second hand wherever possible to lower the amount of clothing and other items going to landfill. In fact, 75% of Depop sellers use the platform to reduce waste.
Depop not only offers a user-friendly platform from which to do this, but also allows users to run their own online businesses at the same time. Budding entrepreneurs are able to react very quickly to ever changing trends that arise through social media, making Depop the perfect platform for digital-minded Gen Z.
How to connect with Generation Depop
Research conducted by Bain & Company confirms that the majority of Depop users are influenced by brand commitments to environmental and social responsibility. Business owners and marketers should consider how sustainable their company is, and if you’re currently using processes or materials that are bad for the environment, change this sooner rather than later if possible. We’ve seen many big name brands making the switch to vegan product ingredients and sustainable packaging. Kylie Cosmetics and KKW (Kim Kardashian’s cosmetics line) recently shut down their websites whilst they work on a relaunch with new formulas and “clean” ingredients. The internet savvy Kardashian-Jenner clan clearly know what their young audience wants, being two of the highest-paid influencers around as well as entrepreneurs.
In order to appeal to Gen Z, you should be selling the sustainable aspects of your products or services, and demonstrating that you are making positive changes and care about the planet. Your brand should have a purpose beyond simply making a profit.
The younger demographic are a much more fluid generation than those before them. They crave flexibility. A fluid identity can make them more difficult to market to, as we can no longer categorise them, particularly when it comes to gender, sexuality and even culture.
For Gen Z, it’s not really about this or that, it’s this and that. They continuously challenge labels and traditional gender norms. Brands need to embrace this non binary way of thinking if they are to connect with younger consumers. From the models you use to more gender neutral website categories, there are several ways brands can ensure they’re being inclusive and catering to all people, no matter how they identify.
You may think that the need for in-person events is long gone. After all, the Depop generation spend a lot of their time online. But research conducted by the app with Bain & Company has proven this assumption to be untrue.
The fluidity we discussed in regards to gender and sexuality translates to other areas of marketing, including the balance between the digital and physical world of brands. There’s still a desire for in-store events among Gen Z, despite most of the entrepreneurs among them operating entirely within the digital landscape.
Depop are planning to run in-person events later in the year in New York and London, bringing together sellers and performers to create physical resale spaces alongside an events programme.
It’s clear that Gen Z wants more out of in-person events – they don’t just want to be sold to, they want to be inspired and take part in meaningful interactions with others, which is worth baring in mind if you want them to remain loyal customers for years to come.
In an unsteady economy, more and more young people are looking for ways to take control of their finances. According to Forbes, the majority of Gen Z aspire to be entrepreneurs. Depop has become the selling platform of choice for many of them, with thousands of vintage and hand-made clothing/accessories shops existing on the app. Brands that support ambition, drive and independence will undoubtedly be able to form connections with Generation Z. Your marketing strategy should promote entrepreneurial values where possible.