The new economics of resale

Secondhand September began like most social movements do: with a marketing-friendly pledge to take better care of the planet. But now, it’s a mirror reflecting our contradictory behaviors and our innate desire to be seen as smarter and more stylish than everyone else. 
Launched by UK charity organization Oxfam in 2019, Secondhand September challenged consumers to commit to shopping only second-hand goods for 30 days. Fifty thousand people signed the first call to action, demonstrating to merchants that they wanted to reclaim control over how, where, and why they shopped. And if merchants wanted to resonate with what industry pundits called “the new values-driven consumer,” resale would be a critical entry point.