The Untrend Report
This Earth Week, dive into trend-resistant items that don’t go out of style—loved by shoppers like you.
Timeless is on-trend
Klarna’s AI-powered report reveals some of your all-time favorite buys, which are trend-immune and truly timeless.
Explore our curated list of ‘untrendy’ things with long-lasting appeal—classics that are universally loved by shoppers and can easily find a new home, even if they’re pre-loved. Read our Untrend Report to learn to make more conscious choices, and shop smarter with Klarna.
Where is our data coming from?
For the report, we used AI to sift through the top 10,000 best-sellers at Klarna across all shopping categories globally. We then identified the top products that have been consistently popular over time, finding good buys that remain timeless, and helping you discover items that withstand changing trends.
To understand the environmental impact of the brands recommended in the report, we utilized data from Good On You and Clarity AI.
The top untrendy items*
Yeti Rambler Tumbler
Veja Campo sneakers
Iittala Kastehelmi Tealight Holder
from Nordic Nest
Sony noise canceling headphones
Levi’s Original Trucker Jacket
Iittala Essence Wine Glass
from Nordic Nest
Northlight solar basket lantern
Asket classic t-shirt
*The Untrend report consists of some of the items bought by Klarna customers consistently over the last 4-5 years, from brands rated 4 or 5 (Good or Great) in the Planet category by our partner Good On You or with either one environmental badge from our partner Clarity AI. Klarna extracted the 10,000 most sold line items in each merchant category and used AI to sub-categorize line items into more detailed product subcategories to identify the most popular ones. Then the criteria explained above was applied, to create the final list. The list is not endorsed or reviewed by any of the brands featured on the list. Klarna makes no warranty or guarantee of any kind as to the quality or durability of any of the listed products on behalf of Klarna or any manufacturer or seller. Klarna may be affiliated with the listed products or brands and may receive a commission.
Consumer insights
AI sustainability trends
Explore key insights on AI's role in sustainability, revealing public attitudes towards sustainable products, AI-assisted shopping, and 'greenwashing' skepticism globally.
Over half of Brits (55.15%) identified cost of sustainable products as an obstacle for making more sustainable shopping choices. 62.8% of Brits would use an AI-based shopping assistant that suggests sustainable alternatives in fashion, technology, and household items.
Almost a third of Swedes (31.7%) are already occasionally using AI tools to help them make more sustainable shopping decisions. 48.6% of Germans think that AI can contribute to making the fashion industry more sustainable.
When it comes to ‘greenwashing’, Germans are the most distrusting of companies’ sustainability claims (32.7%) and see this as a barrier for making more sustainable shopping choices. They are followed by Americans (28%), Brits (25.2%), French (22.3%) and Italians (19.4%).
Findings are based on the result of a survey of 7000 consumers in the US, UK, Germany, Italy, Sweden, France and Spain fielded on the 12th April, 2024, conducted by the research agency Appinio.
Buy it once, buy it right
Our recent Circularity Report has also recognized a shift in how we shop—from fashion to tech. People are increasingly swapping fast buys for lasting loves, keeping items in use for longer, and choosing quality over quantity. More than 50% of shoppers across all demographics are now less interested in owning the latest gadgets, with 42% showing decreased interest in new product releases compared to last year.
The report also found that Gen Z in particular are three times more likely to buy second-hand tech than those over 55, signaling a move towards more sustainable habits. And we’re making it easier by boosting the number of circular retailers, conscious brands, shopping categories, and items available.
Conscious shopping trends
Did you know that shoppers who care about sustainability actively look for retailers that share their values? Insights show that:
1 in 3
consider it important that brands act in an environmentally sustainable way.
1 in 4
actively seek out brands that are ethical and sustainable.
Shop better
Shop smarter within your budget with Klarna’s sustainability tools. Here’s how.
Shop circular
Explore Klarna’s circular collections, and discover pre-loved items.
Get insights
Follow your impact, and view the estimated CO2e emissions of what you buy.
Klarna’s AI assistant
Learn more about how our AI assistant helps our consumers and partners.