There’s a paradigm shift happening in regard to what people expect from brands. As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and lingering pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses. However, the concept of ‘shared values’ is no longer embodied by the idea of globalised aspirations and ideals. The current landscape is one where multicultural, liberal, and democratic ideals are being deeply questioned, and belief systems are shifting inwards and becoming more individualised. Entrenched value sets of smaller social collectives now jostle among each other for dominance in a destabilised cultural and political order. With people spending more time navigating echo chambers, which reproduce the same perspectives, the increasing cognitive biases of those groups turn the notion of a polarised world into a self-fulfilling prophecy. The stakes are high for brands. People are more vocal than ever about shopping based on their values, rejecting associations with companies that don't share their world-view and political ideals. For instance, 90% of Britons say brand loyalty is a matter of shared values, and the numbers increase if we look at young people – 96% are more likely to be loyal to brands that share their values. Unsurprisingly, people are becoming acutely aware of virtue-signalling and tokenistic communications, leaving no room for neutral brands with universal appeal – and if the potential of Web3 comes to fruition, we might even see a new era of accountability. With expectations rising for businesses to share and advocate for people’s belief systems, brands will need to demonstrate the mission-driven nature of their activities. However, they must also be conscious of a polarised landscape in which taking a stand will almost certainly be politicised. People now want sincere, genuine allyship, but without a consensus on a moral framework, what that means to individuals differs vastly at a global, national, and local level.

The financial crisis of 2008 – and subsequent global economic downturn – was the worst recession since the the ‘30s. The ensuing trauma left deep scars on people’s shopping habits – even for those who weren’t hit so hard. While discounters in the US are growing at more than twice the rate of regular apparel brands, studies suggest that British spending habits were also permanently altered by the crisis.

Kardashian Kloset is helping to overcome the perception that second-hand is second best. By offering up items directly from the wardrobes of the famous family, it's exemplifying how luxury resale platforms allow fashionistas to scoop up rare and usually inaccessible apparel.

Second-hand bargain-hunting is thriving as Americans browse thrift stores and resale sites for sustainable fashion and rare finds. But are they willing to splash out on pre-loved luxury? Canvas8 spoke to 20 people nationwide to understand why they would or wouldn’t buy high-end hand-me-downs.