Gen Z has a unique set of values and priorities. From gender-neutral products to sustainability in fashion, this generation is unafraid to voice their opinions and expect brands to reflect that. As this demographic grows in influence and purchasing power, marketers need to get ahead of Gen Z trends. Read on to discover what you need to know about this emerging audience.
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Gen Zers grew up immersed in technology. They speak to voice assistants at home, swipe on smartphones at school and use augmented reality to navigate the world around them. This generation doesn’t view technology as a tool to help them accomplish tasks but rather as a deeply ingrained part of everyday life. Because of this, they don’t want to be sold to brands that only have one thing in mind. They’re looking for companies with a tailored and unique tone of voice, fearless in being unhinged.
It is also evident that Gen Z is bringing back trends from the early 2000s. Whether it’s Crocs, Juicy Couture velour tracksuits or skinny baguette handbags, the return of these fashion blasts from the past is a sign that Gen Z wants to be more fun and carefree. For brands, this means avoiding the pitfalls of ‘woke-washing.’ Instead, focus on delivering impact and change. This generation will dissect brand-speak versus brand-action, and they’ll call you out if you’re not authentic. Brands must stay true to themselves and keep their content entertaining, relevant and on-brand. Check out upcoming news to learn more about Gen Z trends in 2023.
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Gen Z has sent marketers into a frenzy with unique behaviors and media consumption habits. The woke and aware generation has $143 billion in buying power and is more racially and ethnically diverse than any previous demographic. With such a diversified audience, knowing what Gen Z trends dominate in the fashion and retail world is imperative. From fashion-forward clothing to eco-friendly accessories, here are some trends you must pay attention to this year. One of the most prominent Gen Z fashion trends is statement sunglasses. These sunglasses can be brightly colored or have a unique design that stands out. The best thing about this trend is that it’s gender-neutral, meaning everyone can embrace it. The sunglasses are also a great addition to any outfit, whether heading out for a casual brunch with friends or shopping in the mall.
Another popular Gen Z trend is Barbie Bae, which combines a girlish aesthetic with a carefree attitude. This style incorporates pastel colors, sparkly fabrics, and platform heels to create a feminine and glamorous look. This trend is perfect for those who want to express their style and feel empowered to be themselves. Aside from fashion, Gen Z is more focused on sustainability and social change. They prefer to support brands that share a similar mission and prioritize transparency. In addition, they’re more likely to purchase an item from a brand with a good reputation. It’s true if the company is known for providing high-quality products at an affordable price.
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Generation Z has sent marketers into a frenzy with unique behaviors, media consumption habits, and spending power. As the most woke and aware cohort, this digital native generation craves authenticity and prefers brands that speak with their voice. While Millennials have long been the focus of marketing, Gen Z is now emerging as a dominant demographic. Understanding their wants and needs is key to crafting effective strategies. Among the many Gen Z trends of 2023 is a desire for authentic brands that prioritize social issues. As the largest generation to date, Gen Z has an enormous purchasing power. Staying on top of their Gen Z trends in 2023 is essential. In addition to their demand for authentic brands, this era favors products and services promoting sustainability. It is particularly true for food service providers rethinking their menus to cater to Gen Z shoppers.
For instance, a recent study found that 23% of Gen Zers have snacked on appetizers and snacks instead of following the traditional three-course meal structure. In response, restaurants are introducing new dishes and appetizers that are healthier or lower in calories. Other trends that are coming back include low-rise jeans, maxi skirts, Ugg boots, and baguette bags. These styles and other fads that first rose in popularity during the ’90s or early 2000s have recently become popular thanks to Gen Zers.
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Gen Zers are a generation many small and large businesses have yet to understand truly. This generation of teens and young adults represents a huge market segment that marketers are starting to take seriously. They are digital natives who use social media for communication and discovery and have strong beliefs and opinions about important issues, such as mental health. Unlike their older counterparts, Gen Zers strongly desire to be authentic and seek transparent brands. They are also socially conscious and prefer eco-friendly companies. For example, the clothing line Tentree grew massively popular among Gen Zers because they used only sustainable materials in their products. They also partnered with supply chain partners that were socially responsible, which made them more appealing to this environmentally conscious generation.
In addition to their desire for authenticity, Gen Zers have a love of nostalgia. It is why trends from the early 2000s are making a comeback. For example, searches for “y2k aesthetic” are up 8,400%, and low-rise jeans are more popular than ever. They even repurposed their Uggs into high-fashion sneakers that are trending on TikTok. As the summer of 2023 approaches, Gen Zers look forward to nights out and time with friends. They want to connect with brands that share their values and have a sense of humor. To appeal to Gen Zers, ensure your brand is authentic and entertaining and speaks to their experiences.
