Every few weeks, another thinkpiece appears promising to decode what Gen Z really wants, how Millennials think, or why Boomers are loyal but allergic to apps.

When IKEA New Zealand finally opened its doors at Sylvia Park on 4 December 2025, the global narrative was predictable: Sweden’s blue and yellow giant arrives in Aotearoa. But that framing misses the real story. IKEA didn’t simply enter the New Zealand retail market. New Zealand reshaped IKEA long before the first trolley rolled across the polished concrete.

Once upon a time, ‘second-hand’ was a necessity, often a distress purchase. Now? It’s a sport. It’s a ritual; practically a personality trait. We don’t just pop into Op shops anymore; across New Zealand, second-hand shopping has become a hunt.

At the Curiosity Company, our mission is to help decision-makers make better decisions. And there is no better time to talk about decision-making than while contemplating the wreckage of your New Year’s Resolutions.