Generation Z, the cohort born between 1996 and 2010, is the largest and most diverse generation in history. They are digital natives, social activists, trendsetters, and influencers. They are also entering adulthood and gaining more purchasing power and political voice. What are they looking for in 2024? A recent report by Meta, the parent company of Instagram, reveals some of the key Gen Z trends for the upcoming year.
Gen Z Wants to Stay Healthy, Explore Careers, and Travel
According to the report, titled “2024 Instagram Trend Talk”, Gen Z in India ranked staying healthy, exploring career paths, and travelling as their top priorities for 2024. The report surveyed Gen Z users across the U.S., U.K., Brazil, India, and South Korea on topics such as work, relationships, fashion, beauty, food, and social media.
The report found that Gen Z in India is more focused on their career pursuits than other countries, with 43% of them hoping that 2024 will be their year of self-improvement and personal growth. They also believe that starting their own business is the best way to achieve wealth and are interested in content featuring life and career advice.
Gen Z in India is also keen on travelling, with 38% of them planning to travel internationally in 2024. They are looking for authentic and immersive experiences, as well as opportunities to learn about different cultures and cuisines.
Gen Z Embraces Diversity and Social Justice
The report also revealed that Gen Z is a generation that values diversity and social justice. They are more likely to identify as LGBTQ+, non-binary, or gender-fluid than previous generations and are more open to interracial and interfaith relationships.
Gen Z is also more aware of the social and environmental issues facing the world and is willing to take action to make a difference. They use social media to spread awareness, educate themselves and others, and support causes they care about. They also prefer brands and celebrities that align with their values and have a positive impact on society.
Gen Z Sets the Trends for Fashion and Beauty
Gen Z is also a generation that loves to express themselves through fashion and beauty. They are not afraid to experiment with different styles, colors, and products, and are always on the lookout for the latest trends.
The report showed that Gen Z in India is especially enthusiastic about showcasing their fashion sense on social media, with 44% of them interested in DIY projects and unconventional ways of wearing clothes. They are also fans of trends such as GRWM (Get Ready With Me) and thrifting, where they share their outfits and makeup routines with their followers.
Some of the fashion and beauty trends that Gen Z in India is looking forward to in 2024 include ayurvedic ingredients, vegan products, plant-based meats, and adaptogens. They are also interested in getting new hairstyles, with 25% of them planning to change their hair color or cut in 2024.
Gen Z is the Fandom Generation
Another interesting finding from the report is that Gen Z is the fandom generation, with 90% of them belonging to a fandom online. A fandom is a group of fans who share a common interest in a certain topic, such as a TV show, a movie, a musician, or a video game.
Gen Z uses social media to connect with other fans, create and consume fan content, and show their support and appreciation for their idols. They also attend fan events, such as concerts, conventions, and meet-ups, to interact with their favorite celebrities and creators.
The report found that India has the highest percentage of sports superfans among Gen Z, with 40% of them following sports-related content on Instagram. They also enjoy content from celebrities, athletes, and creators who are relatable, authentic, and inspiring.
Gen Z is a generation that will influence culture and trends in 2024 and beyond. They are driven by digital, nostalgic for the 2000s, distrustful of government and other organizations, embracing diversity and social justice, emerging buying power, influencing the workplace, and rising mental health concerns. They are also looking for meaningful connections, personal growth, and creative expression. They are the Instagram generation, and they are here to stay.