Presenting the Future: Top 5 Gen Z Trends to Watch in 2024
Dec 29, 2023
In a world dominated by screens, where social media dictates trends and shapes perceptions, Generation Z, also known as the 'Instagram generation,' is at the forefront of defining what's cool, hip, and relevant. As we step into 2024, let's peak into the top four trends that will characterize the lifestyle, aspirations, and preferences of this dynamic and ever-evolving generation.
The Changing Workplace Dynamics
The workplace is getting a Gen Z makeover, and it's funkier than ever. Forget the old norms, this generation is all about inclusivity, work-life balance, personal growth, and more.
Gen Z isn't just after the usual perks; they're spicing things up with demands for flexible hours, top-notch health insurance, free meals, and hefty salary bumps. Despite being digital wizards, 48% of Gen Z seek a blend of office vibes and remote work.
According to 2024 Instagram Trend Talk, Indian Gen Z is all about the hustle in the coming year. Staying fit, chasing career dreams, and jet-setting are their top priorities. A whopping 43% are gearing up for a self-improvement era, investing a lot in personal growth. But here's where it gets interesting – as compared to other countries, a lot of these individuals in India envision being their boss, with nearly half considering entrepreneurship.
The gig economy is booming among Zoomers – just check out the 262% surge in searches on platforms like Fiverr over the past five years. Side hustles in custom clothing, online content creation, and freelancing are all the rage, showcasing their entrepreneurial spirit. It’s like Gen Z workplace vibe is fresh, funky, and fabulous.
Navigating the Digital Age: Rising or Decreasing Mental Health Concerns?
Gen Z, the tech wizards, are dealing with a mental health hustle, with 61% facing anxiety diagnoses, according to Harmony Healthcare IT. Blame it on social media stress, as highlighted by Deloitte and McKinsey. Unlike older generations, Gallup-WFF notes Gen Z's higher vulnerability to negative emotions like stress, anxiety, and loneliness.
But here’s a contrasting twist, McKinsey points out that tech is also their mental health ally, with Gen Z using digital wellness apps and digital mental health programs as supportive resources. This mental health focus is signalling a broader societal shift, with brands integrating well-being into products and workplaces for a mindful stance on mental health. Apps like Headspace and Calm are riding the chillwave, providing accessible tools for stress reduction and relaxation. Despite the social media frenzy, Gen Z is smashing the mental health stigma, seeking pro-help, and openly chatting about it.
Zoomers see social media as a positive outlet for self-expression, with young refugees finding connection and relief from loneliness. Platforms like Instagram and TikTok acknowledge their impact on mental well-being, introducing features like "Take a Break" and well-being guides. Despite challenges, Gen Z is actively breaking the mental health stigma, openly seeking pro-help, and celebs discussing struggles contribute to this positive shift.
The Self-Improvement Phase: Food & Lifestyle in 2024
Gen Z is on a mission to revamp their lifestyle and eating habits, showing a keen awareness of health, sustainability, and personal preferences. They're diving into flexitarian and plant-based diets, driven by eco and animal welfare concerns. The buzzwords? Mindful eating, vegan, organic, local, and sustainable choices. Transparency in food processes is key for them, and brands that prioritize these aspects are the cool kids on the block.
Guess what's trending on Instagram's radar? 2024 is Gen Z's self-improvement era, with health, career exploration, and travel topping the list. The influence of social media cannot be understated here, as platforms like TikTok and Instagram contribute to food trends and shape Gen Z's culinary choices. Quick, visually appealing, and easily shareable recipes have gained traction, promoting a DIY culture in the kitchen.
In India, spanning from ayurvedic ingredients to vegan products, plant-based meats, and adaptogens, the generation is particularly enthusiastic about experimenting with a variety of foods and ingredients. Forest Essentials, an Indian luxury Ayurvedic brand blends traditional Ayurvedic ingredients with contemporary formulations, ticking all the right boxes.
But it's not just about the plate – Gen Z is breaking a sweat too! The latest stats reveal a fitness frenzy, with Pilates and yoga stealing the spotlight. A whopping 68% of Gen Z is hitting the workout scene, and Pilates and yoga have seen a significant 25% surge in popularity.
Embracing Individuality and Sustainability: Fashion Trends of 2024
Fashion and beauty for Gen Z in 2024 are all about individuality and sustainability. The top five global fashion trends, as per Instagram, include modest dressing, thrifting, repeating outfits for sustainability, wearing clothes in unexpected ways, and DIY.
Gen Z expresses a desire to get creative with how they dress, find their signature scent, and establish their 'core' aesthetic. Indian Gen Z stands out with a higher enthusiasm for creatively showcasing fashion trends, evident in the popularity of trends like GRWM (Get Ready With Me) and thrifting.
Sustainability has taken centre stage as Gen Z buys less clothing and repeats outfits more, reflecting a calculated approach to fashion. Brands aiming to capture Gen Z's attention must offer sustainable options and smaller purchases that complement their existing wardrobe.
Gen Z's Nostalgic Throwback: Y2K Vibes in 2024!
Guess who's bringing back the Y2K magic? Gen Z is turning the clock to the early 2000s but with a fresh twist. Instagram and TikTok are buzzing with this nostalgia trip, blending old-school charm with modern vibes. In fact, 3 y2k-inspired hashtags are breaking the internet with over 3 million posts, showcasing Gen Z's passion for reviving iconic trends with a sustainable and socially conscious twist.
Graphic tees, pleated skirts, platform shoes, bucket jeans, and faux fur coats are all making a comeback, thanks to Gen Z's bold move to give these Y2K classics a modern spin.
It's not just fashion – Gen Z is diving into early 2000s tech too. The #flipphone hashtag on TikTok has hit a whopping 600 million views, highlighting a fascination with iconic communication devices. Brands like Casetify are cashing in, dropping iPhone cases resembling Blackberries, flip phones, and the OG iPod.
Why the Y2K love? Gen Z's appreciation for retro aesthetics, unique fashion, and cultural references is making these trends pop. Brands… take note – this is your ticket to engaging Gen Z through visually stunning content and nostalgia marketing. Collaborations, limited editions, and customization are the name of the game, catering to Gen Z's hunger for exclusivity and personal expression.
As we step into 2024, Generation Z is navigating uncharted territory, blending the digital and physical realms in unique ways. Gen Z is leaving an indelible mark on the cultural landscape, from reshaping the workplace to grappling with mental health challenges, embracing sustainable fashion, and prioritising self-improvement.
Brands, employers, and society at large must pay heed to these trends, recognizing the values and aspirations of Gen Z. As a market research company with over 23+ years of experience, we empower our clients with the best insights and solutions to solidify their presence. With our expertise, we can foster findings for our clients that align with Gen Z’s vision, creating a future where the 'Instagram generation' not only survives but thrives in the ever-evolving landscape of the 21st century.