The younger generations drive trends and are environmentally conscious, but often do not (yet) have the financial resources necessary to consistently make better purchasing decisions. Generation They know what they want and can afford it.
Reason enough for the fintech company Klarna to examine the shopping behavior of this often overlooked generation in more detail in the “Midlife Check-In” series. The third part was about fashion consumption.
Invest specifically in fashion
While 73 percent of Germans wear less than half of their clothes regularly, almost a quarter (23 percent) of 45-65 year olds actively use 50-75 percent of their wardrobe. They make targeted investments and wear what they own.
“This is where a movement starts that is particularly visible in Generation X: the desire for less, but better. Instead of constantly buying new things, people consciously select, combine and wear again,” explains Klarna.
Today, those over 45 pay more attention to quality, versatility and longevity than any other age group and are investing in building a long-lasting capsule wardrobe.
A consumer survey from October 30, 2024 commissioned by Klarna in collaboration with Appinio showed that two thirds of 45 to 65 year olds regularly compare prices and use bonus programs. This means they plan their purchases and invest in a targeted manner instead of constantly buying new things.