Millennials are widely regarded as champions of eco-consciousness, often demanding that brands align with their values on sustainability. However, in a world where 30% of items purchased online are returned, with millennials at the forefront of this trend, is this perception truly accurate? Jenna Pollard, a Data Analyst at Visualsoft, takes a look at the numbers.
Millennials have built a reputation as eco-conscious consumers, placing sustainability at the forefront of their values and demanding the same from the brands they choose to support. From recyclable packaging to carbon-neutral shipping, millennials expect businesses to deliver on green promises and position sustainability as a core element of their mission.
However, a growing consumer trend presents an irony that is difficult to ignore. While millennials call for sustainability, their love for easy, hassle-free returns and the influence of social media are leading to hidden environmental consequences that many may not fully consider.
As eCommerce continues to surge, driven by the accessibility and convenience of online shopping, the volume of returned goods has reached record levels. Recent studies estimate that nearly 30% of all items purchased online are returned, with millennials leading this charge.
A report by Retail Economics found that serial returners—shoppers who consistently buy with the intention of returning—make up nearly a quarter of all returns.
Many items ordered online are bought in multiple sizes or colours so shoppers can “try before they buy.” While this mirrors the experience of shopping in-store, it comes with serious environmental costs, particularly when combined with the complexities of reverse logistics.
The rise of social media, and particularly TikTok, has compounded this issue. Influencers, who are often key trendsetters for millennials and Gen Z, are capitalising on “haul” culture—a phenomenon where they show off large shopping sprees and share each item in detail, sometimes asking their followers what they should keep or return.
Hashtags like #haul, #tryonhaul, and #KeepOrReturn are highly popular on TikTok, with #haul appearing in over 16.5 million posts and #KeepOrReturn regularly reaching millions of viewers.
The mechanics of these videos are simple yet powerful. Influencers showcase clothing, makeup, or lifestyle items they have recently bought or received from brands, explaining how each piece fits, their initial impressions, and, sometimes, even their plan to return certain items.
Viewers are invited to comment, vote, or suggest what to keep or send back, encouraging a culture of over-ordering and returns. The impact goes beyond simple entertainment; it subtly normalises the idea that it’s okay—even encouraged—to overbuy with the intent to return items later.
While these videos might seem harmless, they contribute to a damaging cycle. Each return, even if eventually resold, incurs environmental costs that begin with the transportation of goods back to warehouses. Logistics firms need additional fuel, produce more emissions, and increase wear on infrastructure to process these returns.
Packaging adds another layer of environmental impact, as each item needs to be repackaged, relabelled, and, in many cases, re-sanitised before it can be returned to inventory. In cases where items cannot be resold as new, they may be sold as “open-box” or “refurbished” at a discount—or worse, discarded entirely, ultimately ending up in landfill.
For the fashion industry, which already grapples with significant environmental challenges, returns only add to the strain. According to a report by the World Economic Forum, the fashion industry produces around 10% of global carbon emissions and nearly 20% of wastewater.
When items are returned, particularly in sectors like fast fashion, they often travel thousands of miles back and forth, multiplying their carbon footprint and exacerbating the industry’s already substantial environmental impact.
Beyond the transport and repackaging implications, there’s also the issue of warehousing. When returned items pile up, they create a bottleneck that demands more space and resources for storage.
For some brands, it’s simply not cost-effective to restock returned items, particularly if they’re seasonal, low-cost, or damaged. These items are sometimes discarded or incinerated—an outcome far removed from the sustainable ideals many millennials claim to support.
So, how can companies address this contradiction between millennial ideals and shopping behaviours? One solution is to encourage more mindful shopping habits by charging for returns or implementing restocking fees. Retail giants like ASOS, H&M, and Zara have already taken steps in this direction, with many now charging for online returns while offering free returns in-store. This not only discourages over-ordering but encourages consumers to visit physical stores, reducing the environmental cost of returns.
Brands can also reduce returns by providing better sizing and product information. Detailed size charts, “fit” descriptors, and user-generated reviews can help buyers make more informed choices. If customers know what to expect in terms of fit, style, and quality, they are less likely to overbuy and return.
Retailers can incentivise customers to leave detailed reviews by offering rewards like loyalty points or discounts. This approach not only reduces returns but also builds a sense of community and trust between the brand and its customers.
To counter the “haul” culture, brands can also work with influencers to promote sustainable shopping habits. For example, brands could partner with influencers who advocate for quality over quantity, encouraging followers to buy investment pieces that are designed to last rather than large volumes of fast fashion.
Influencers could also spotlight how they style the same item in multiple ways, promoting versatility rather than constant replacement. By shifting the focus from quantity to longevity, brands and influencers alike can help steer the conversation towards more sustainable consumer choices.
So while millennials may be vocal about their support for sustainable practices, the reality of shopping habits—particularly when influenced by social media trends—tells a different story. Frequent returns fuelled by “haul” culture are causing an environmental impact that counters the values of the very generation calling for change.
Sustainable e-commerce will require more than just eco-friendly packaging and green marketing slogans; it will require a fundamental shift in how consumers shop, the policies brands implement, and the role influencers play in shaping consumer behaviour.
By bringing transparency to the environmental cost of returns, companies have an opportunity to bridge the gap between consumer values and actions, building a culture of mindful consumption that aligns with the ideals of sustainability.
Through clear messaging, thoughtful policies, and responsible partnerships, the e-commerce sector can work towards a future where sustainable shopping habits become the norm rather than the exception.
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