3 Gen Z trends you need to know about

Gen Z this, Gen Z that. Damn, can the rest of us get some airtime, please!?

Watching brands try to twist themselves into pretzels to get the attention of the demographic can be kind of insane. Then again, I do the same for my crush. So who am I to judge?

I mean, they are the world’s largest generation, making up 32% of the entire global population. They’re also a huge force in the consumer market, accounting for 40% of global consumers, and $450 billion in annual spending.

So yeah, I get it. They’re not exactly a group you want to skip over when it comes to marketing efforts.

Unfortunately, throwing 'skibidi toilet rizz' into your campaigns just won’t cut it.

And connecting with Gen Z goes a little deeper than piggybacking off social issues or turning everything you put out into a meme.

Fortunately, we have options.

That is why I’m here to supply you with 3 major Gen Z trends for your brand to pay attention to right now. You’re welcome.

As you may know, much of the demographic is currently headed back to school after the summer break. Autumn is approaching. And the age group is driving several trends tied to the 'demure fall' season that’s upon us right now.

I know, I publicly denounced that word.

HOWEVER, I don’t make the trends, so don’t shoot the messenger.

Until recently (two seconds ago) Gen Z-ers were fully revelling in the messy and chaotic energy of 'Brat Summer' post Charli XCX’s studio album.

But following the rapid rising popularity of the 'demure,' many of them have decided the theme of the season will be a 'Demure Fall.'

The new trend trades loud and risqué aesthetics and outfits for a softer, more 'cutesy' style. Perhaps even a return to the clean girl aesthetic that has dominated the internet for the last few years. Turns out, in this case, Brat was a phase, mom.

The embodiment of Demure Fall is Rory Gilmore, from Gilmore Girls – neutral and elegant.

Dozens of brands have created lists and alignment charts to help their audiences truly grasp the transition from Brat to Demure and understand the nuances of each. (Check out this one from ipsy.)

Alright, let's get into the 3 Gen Z trends brands need to know about...

Underconsumption.

Once notorious for their extravagant back to school hauls, Gen Z is taking a more mindful approach to what they buy. And this trend is going off on TikTok right now.

The demographic wants to push back on influencer culture. Against the constant pressure to buy unnecessary products in order to keep up with rapid moving trends. So they’re embracing 'underconsumption core,' which is basically just reusing last year's stuff… so, normal people things.

Early Halloween.

Most have just gotten over Brat Summer and are easing into Demure Fall. But others are giving us whiplash as they eagerly race ahead with their enthusiasm for all things Halloween. As early as August 1, TikTokers began declaring the start of Halloween Season, filling their homes with pumpkins, skeletons and other spooky/ autumnal décor. Some are going as far as asking for costume suggestions.

Over 286,000 TikTok videos posted in the past 30 days have included the hashtag #Halloween.

Look, I love Halloween. In fact, it’s my favourite holiday of the year (and it’s not even a holiday in New Zealand). But slow down, y’all. We’re steady trying to catch up!

Hopecore.

It’s no secret that many Gen Z-ers cite the very platforms they’re on as negative and damaging to mental health. Many often note social media can be a major source of anxiety and depression. This has fuelled the rise of uplifting and inspirational content, referred to as 'Hopecore.' It's usually random acts of kindness videos, or clips of babies who are born visually impaired seeing through glasses for the first time. You know, the ones that make you feel like you’re cutting onions?

The #Hopecore hashtag has appeared on 80,000 videos in the past month. Nearly all of them include some variation of 'never skip a hopecore video' in their comments sections.

If you’re looking to connect with Gen Z, these are the current trends captivating these consumers. So think about how your brand can use these in your campaigns.

However, I do NOT want to see any of you repeating 'demure' in every post or so help me god.

Don’t say I didn’t warn you!

-Sophie, Writer