Instagram, at the end of 2022, conducted research (via WGSN partnership) with 1,200 American users of the platform aged 16 to 24 – the famous and connected Generation Z. These young people, born in the late 1990s, with strong iintimacy and relationship with the digital universe, begin to define and influence technological innovations and economic-social scenarios. The research (Instagram Trend Report 2023) reveals their respective behaviors and defines/compartmentalizes Generation Z: in 9 digital trends for 2023 (on the platform and in society). Follow these “predictions” below and what to expect from the future (in their eyes).
Recycle, reuse, rebuild
Sustainability is the key word for Generation Z! “do-it-yourself” integrated into fashion promises to strengthen itself in contrast to fast fashion. More than half of those interviewed said they plan to do something adapt or create your own pieces.
This behavior has a strong impact on retail and wholesale, but especially on e-commerce: sale of durable items, online thrift stores, exchanges and sharing, rental of items – fashion e-commerce will need to adapt!
Activism
By 2023, most of the Generation Z will buy to support causes they believe in. This generation is activist and invests in those who organically share their ideas and positioningConcern for the environment, justice and equality, gender identity, and politics should influence your decisions.
Three in four users say they want to follow influencers with a physical or intellectual disability. Real figures in the digital world!
Climate and beauty
For Generation Z, far from hiding their age or conforming to a beauty standard, makeup and cosmetic products are a form of self-expression. Experimental makeup and expressive looks as social and gender affirmation are expected. Instagram filters, therefore, aimed at rejuvenation or facial harmonization take a back seat.
The taste for cosmetics and makeup follows the generation's activism in seeking products not tested on animals and environmentally responsible. The impacts of climate change, therefore, force these consumers to look for products for more extreme conditions (temperature, sun, etc.).
The metaverse
Of course, it couldn't be left out: the controversial and omnipresent metaverse! Generation Z plans to build a more recognizable world in their eyes, express their individuality and dedication to equality in digital environments.. For example, 67% of Gen Z users believe that avatars should reflect different body types and skin tones.
More than half of Gen Z say they plan to get inspired by fashion and beauty trends from avatars in 2023And the metaverse is keeping an eye on this – the digital influencer is becoming increasingly “digital,” so to speak.
READ ALSO: “New trend: Create avatars with Artificial Intelligence”
Monetization
Anyone who thinks that Generation Z doesn't care about money is wrong! Nearly two-thirds of users plan to use social media to make money by 2023Content creation is no longer reserved for professional influencers. 64% from Generation Z plans to monetize online projects.
Going viral organically is one of the main goals and means of generating income for these users in the digital world. Although a large portion of this generation uses Instagram professionally, half of users say they create content to express themselves and have fun (hoping it goes viral)!
Culinary exchange
The culinary influence of social media will be even more prominent in 2023! Chefs, restaurants, and catering services need to pay attention to the digital world and its opportunities. According to Generation Z, 68% of users are open to trying new foods from different cultures discovered online.
Whether through influencers or organically, Instagram is a powerful portal for discovering and promoting different global cuisines.
Community and participation
The distant and unattainable figure of the digital influencer must be left behind! Transforming digital experiences and relationships into reality is one of the priorities of new users. Almost a third of them support meeting and community experiences, such as conventions and meet & greets.
Influencers and content creators also need to stay alert to new media and communication channels. podcasts, for example, have gained strength in recent years and tend to remain at the top. 40% Gen Zers Want to Listen to Podcasts from Their Influencers favorites in 2023.
Raves and globalization
Raves promise to return with a vengeance in 2023! Rave-style musical experiences are loved by Generation Z. 68% of this social media-using audience plans or wants to attend one of these events.
Musical boundaries also become more fluidThis next generation embraces global music and the discovery of different rhythms and local musical styles. It's no wonder that there's a growing number of mainstream artists embarking on international careers (Anitta, Luan Santana, Gustavo Lima, among others), in addition to the viral fame of independent artists presented by the networks.
More than half of Gen Z plans to listen to music in languages other than English in 2023. Genres like K-pop and Latinx are trending on Instagram.
Relationships
The strength of DMs (Direct Messages) continues in 2023, for Generation Z as an important tool to feel more comfortable and vulnerable. Messages dictate the pace of connections and conversations between friends and love interests.
THE Instagram appears as strong dating tool for this generation, which unlike the previous one, prefers messages as a more transparent form of connection (instead of love matching apps).
Stay tuned: Generation Z is highly engaged in astrology and horoscopeHalf of social media users responded that they wouldn't get involved with someone astrologically incompatible!
Evidently digital behavior and such trends of generation Z for 2023, observed in research, tend to mix and merge with the digital desires and behaviors of other generations. You Baby Boomers (1945 – 1964) and the Generation X (1965 – 1981) call for more intuitive and adaptable software and social networks, with an increasing focus on digital inclusion. Generation Y (1982–1994), in turn, the majority of today's workforce tends to view social media and innovations with a certain reticence and a more critical view. These characteristics inherent to different generations promise to further enrich and energize the digital landscape, the year 2023, and consequently, our future! Those who live will see!
READ ALSO: “10 technology trends to bet on in 2023”
READ ALSO: “Is this the end of Google? Meet ChatGPT?”
