What Gen Z Expects From a Return Policy … and Why it Matters

As Gen Z comes of age, they’re not just influencing what gets bought, they’re reshaping what happens post-purchase. Returns are key. Gen Z feels the most green guilt of any generation, with 43 percent expressing worry about the impact of excessive online shopping and returns.

For this generation, return policies aren’t customer service features; they’re a litmus test for sustainability, transparency, and brand values. Gen Z expects retailers to not only make returns easy but to ensure they’re meaningful, both ethically and environmentally.

If your brand treats returns as an afterthought, you’re missing the mark with the most values-driven consumer group we’ve seen in decades.

Sustainability First, Not Last

Sustainability is not a side conversation for Gen Z, it’s central. According to a 2023 study by First Insight and the Wharton School, nearly 75 percent of Gen Z consumers say a brand’s environmental impact, including what happens when they return something, influences their buying decisions.

If returns end up in landfills or destroyed without recirculation, Gen Z sees it as wasteful and irresponsible. This is why your return policy must go beyond convenience to clearly state:

• Whether returned items are resold, refurbished or recycled.
• How returns are routed to reduce carbon impact.
• What steps the brand takes to minimize unnecessary returns (e.g., better product education and sizing tools).

In short, Gen Z expects you to close the loop, and they want proof that you’re doing it.

The Return Policy is Part of the Brand Story

For Gen Z, return policies communicate far more than your operations; they reflect your ethics.

• Does it feel human or is it rigid and fine-print heavy?
• Does it empower conscious returns or incentivize “buy-and-toss” habits?
• Does it support circularity and the secondary market?

A clear, values-aligned return policy tells Gen Z, “We don’t just care about the sale. We care about the full lifecycle of the product and your experience as a responsible consumer.”

This is especially important in high-return categories like apparel, footwear, and tech. Gen Z appreciates transparency and flexibility, but they also respect boundaries when framed around impact. For example:

• Limiting free returns to encourage mindful purchases.
• Offering discounts for recommerce-eligible items.
• Highlighting environmental impact (e.g., “this return was re-loved, not landfilled”).
• Providing returns insurance to support responsible shopping.

Recommerce Isn’t Optional and it’s Driving Operational Change

Gen Z is fueling the recommerce economy, from Depop to Patagonia's Worn Wear, and expects brands to support reuse culture. Over 60 percent of Gen Z consumers shop second-hand for sustainability reasons, and nearly half prefer brands with resale or waste-reduction programs.

There has been a growing demand from companies looking to integrate returns into resale flows, and this shift aligns with both Gen Z values and broader sustainability goals. This shift is driving operational change.

If your brand can say, “This return didn’t go to waste. It found a second life,” then you’re not just meeting Gen Z expectations, you’re building brand loyalty in a way few policies can.

Final Thought: The Policy is the Product

Gen Z evaluates brands holistically. This means your packaging, carbon footprint, and return policy are all part of the product experience. Your return policy is no longer a legal page buried in your footer. It’s a brand asset. One that can attract, retain and align your brand with the most mission-driven generation in the market.

Robert Johnson is the executive vice president at ReturnPro, the industry leader in returns management and reverse logistics.