Gen Z — born between the mid-1990s and early 2010s — is stepping into their prime years of household formation. By 2030, they will represent nearly one-third of global consumers. For the furniture industry, this means a complete reset. Their buying habits, digital fluency, and value system are different from any generation before them.
For Gen Z, furniture is more than function. It is identity, lifestyle, and community — all filtered through a digital lens.
1. Furniture as self-expression
Older generations often saw furniture as a one-time “big purchase” — a sofa to last twenty years, a dining set handed down through family. Gen Z flips this script. For them, a sofa is closer to a sneaker drop: it’s about aesthetics, relevance, and even cultural capital.
According to WGSN, over 60% of Gen Z say they buy products partly based on how “shareable” they are. Their homes double as sets for TikTok content, Zoom backdrops, and social gatherings. That means furniture has to look as good online as it does offline.
Platforms that integrate storytelling, visuals, and social shareability will connect directly with this mindset.
2. The rise of second-hand and vintage
Value and individuality matter deeply to this generation. They are the first to grow up amid climate anxiety, but also the first to see resale platforms (Depop, Vinted, StockX) as mainstream. For them, buying pre-owned is not a compromise — it’s a smarter, cooler choice.
Pinterest’s Fall 2025 trend report shows searches for “thrifted decor” (+283%) and “thrifted kitchen” (+1,012%)skyrocketing. And in Deloitte’s global survey, 65% of Gen Z respondents said they are willing to pay more for sustainable goods. Vintage furniture ticks both boxes: it’s more sustainable than new production and more unique than mass-produced retail.
In other words: vintage isn’t “old” to Gen Z — it’s a badge of originality.
3. Digital-first, seamless journeys
Gen Z has never known a world without smartphones. That shapes their expectations:
- Discovery happens on TikTok, Instagram, and Pinterest.
- Trust is built through transparency (condition reports, provenance, reviews).
- Conversion relies on frictionless checkout and reliable logistics.
If the buying journey is clunky, they’ll abandon it. If delivery feels uncertain, they’ll scroll to the next option. This is why digital-first experiences — immersive imagery, instant communication, mobile-ready design — are critical.
For them, the idea of calling a shop to “check stock” feels as outdated as faxing an order.
4. Conscious, not preachy
Yes, Gen Z cares about sustainability. But they don’t want to be lectured. They want cool, stylish products that also happen to be better for the planet.
A 2023 PDI survey found that 91% of Gen Z prefer to buy from sustainable companies, but they frame sustainability as a feature, not the headline. Buying refurbished or vintage is a way to be conscious without compromising on aesthetics or experience.
This is where the circular economy aligns with lifestyle: repairable pieces, resale marketplaces, and eco-friendly materials are simply part of the offer, not a marketing gimmick.
5. What this means for the industry
To win Gen Z, brands and platforms need to rethink the basics:
- Inventory: Offer unique, story-rich items — especially vintage and collectible design — that resonate as one-of-a-kind.
- Digital: Prioritize mobile-first, social-ready experiences with high-quality images, videos, and condition grading.
- Transparency: Make provenance and logistics clear, building trust through honesty.
- Positioning: Speak to identity and creativity, not just sustainability.
Platforms like Curiouz are tapping directly into these shifts, curating vintage design that is as much about storytelling and culture as it is about interiors.
The bottom line
Gen Z is not just a customer segment — they are reshaping the culture of consumption. They see furniture not only as a utility but as a reflection of values, community, and individuality.
For them, buying vintage furniture is not about the past — it’s about their future: sustainable, digital, and expressive.
The conscious customer has arrived. And they’re building homes that are Instagrammable, meaningful, and investment-worthy — not disposable.
