Will sustainability be a key issue for Gen-Z?
With 2023 underway, we continue to look at trends that might take over 2023! Recently, Instagram released findings produced alongside a sweeping study of Gen Z users across the platform in partnership with WGSN, which serves as a data-driven guide to cultural and social trends as defined by Gen Z. Delightingly, "recycle, reuse, reconstruct" - trends moving towards a circular economy - has been listed as the TOP 1 trend in 2023 among Gen-Z.
At the heart, Gen Z consumers are seeking community and connection more than ever. Brands that elevate sustainability in fashion, authentic expression in the metaverse, global culture and more, could have Gen Z’s attention in the physical world and online. Let's take a closer look at Instagram's date-driven predicts of the 2023 trends!
Trend 1: Recycle, Reuse, Reconstruct
Sustainability is a key issue for Gen Z. As climate concerns rise, DIY clothing offers a sustainable alternative to fast fashion. According to the report, more than half of Gen Z respondents said they plan to DIY their clothes in 2023.
Frugal and thrifty, Gen Z plans to cut back and get creative.
Gen Z consumers aren’t immune to rising costs, and in 2023 more Gen Z consumers plan to thrift their clothing. When asked what they’d do when a clothing item is out of budget, over a quarter of Gen Z buyers turn to thrifting.
Trend 2: Taking Action!
In 2023, a majority of Gen Z will shop to support causes they care about.
Gen Z is an activist generation. In 2023, more members of Gen Z will use their dollars to support causes and communities. While 30% of Gen Z is old enough to vote, teens use platforms like Instagram to vote with their wallets.
Three out of four Gen Z social media users want to follow an influencer who has a disability. Expect more members of the next generation to engage with creators who advocate for those with intellectual or physical disabilities.
Trend 3: Climate & Expressive Beauty
For Gen Z, makeup and beauty products are a form of self-expression.
More Gen Z consumers are likely to use makeup to express their personality than augment their feeling of beauty. Expect to see Gen Z wear experimental and expressive makeup looks wherever they’re comfortable.
The impacts of climate change are driving Gen Z shoppers to buy protective skincare and beauty products. 2 out of 3 Gen Z shoppers plan to buy skincare or beauty products that protect against extreme weather and sun. Issues like rising air pollution and intense UV rays are driving searches for climate-proof products.
Trend 4: Alt Takes On The Metaverse
Gen Z plans to build a more recognizable world.
In the metaverse Gen Z can build worlds anew, and they expect to express their individuality and dedication to equity in digital spaces. For example, 67% of Gen Z users feel avatars should better reflect diverse body types, clothing, and skin tones in the coming year.
Virtual influencers offer real inspiration.
Over half of Gen Z social media users plan to get fashion or beauty inspiration from digital avatars or influencers in 2023. For Gen Z, AI beauty and fashion continue to intrigue.
Trend 5: The Financial Renaissance
Make it stand out
Nearly two thirds of Gen Z plans to use social media to make money in 2023.
Content creation isn’t just for full-time creators. 64% of Gen Z social media users plan to monetize a project this year.
Financial literacy is a priority skill for Gen Z.
Gen Z is known for taking the initiative, and financial skills are a surefire way to accelerate success. Over 85% of Gen Z plan to learn a new skill in 2023, and one out of four teen social media users want to increase their skills in finance.
Trend 6: Cultural Curiosity: Participatory Global Eats
Gen Z is exploring culture through cuisine.
68% of Gen Z social media users will either continue or would like to try food from another culture after discovering it online. Through creators and viral food content, Gen Z uses Instagram as a gateway to other culinary cultures
Trend 7: Creator Trends: Community & Participation
In-person experiences will drive community between creators & Gen Z fans.
Gen Z social media users are excited about realizing their digital relationships. Nearly a third of Gen Z users look forward to in-person experiences—like creator conventions and meet and greets—with their favorite influencers.
In 2023, mixed media will rule content creation.
The next gen expects their favorite influencers to branch into new forms of media. For example, over 40% of Gen Z followers want to hear podcasts from their favorite social media creators in 2023.
Trend 8: Return of The Rave & Rise of Global Beats
2023 is all about the rave.
Raves are about being in the moment, reconnecting, and letting go, and Gen Z is ready to rave in 2023. Music events like raves are beloved outlets for Gen Z to let out steam: 68% of Gen Z social media users plan to attend or want to attend a rave in 2023.
Music offers a unifying way for Gen Z listeners to express themselves.
The next-gen is embracing global music and an expansive view of world sounds. In our study, more than half of Gen Z respondents said they plan to listen to non-English-speaking artists in 2023. Genres like KPOP and Latinx music continue to drive culture on Instagram.
