Instagram, in collaboration with WGSN, has released the 2024 Instagram Trend Talk, offering a glimpse into the trends that Gen Z is set to drive in the upcoming year. The extensive survey, spanning the US, UK, Brazil, India, and South Korea, delves into various aspects of Gen Z’s preferences, from fashion and beauty to social media, dating, and lifestyle.
In 2024, Gen Z is expected to focus heavily on sustainable fashion, with key practices including buying fewer new clothes, outfit repeating, shopping locally, and thrifting. The fashion scene will be dominated by modest dressing, thrifting, and DIY trends, reflecting a shift towards individuality and sustainability. Beauty trends will center around new hairstyles and skincare, with fragrance creators gaining prominence as Gen Z seeks signature scents.
Gen Z’s use of social media in 2024 is anticipated to prioritize meaningful connections, keeping up with friends, family, and trends. Instagram will play a crucial role in how they connect with others, with liking stories, sending reels or memes in DMs, and liking posts being popular methods of interaction.
The survey indicates that Gen Z will prioritize strengthening existing relationships in 2024. Interestingly, exchanging Instagram handles is becoming more common than phone numbers in new encounters. The top ‘icks‘ identified include chewing with the mouth open and a bad sense of humor. On Instagram, flirting techniques include liking stories and adding someone to the Close Friends list. The value placed on friendships is evident, with trust and understanding being key factors.
2024 is set to be a year of self-improvement, luck, and authenticity for Gen Z. This generation of self-starters is leaning towards self-employment as a path to wealth. Top priorities include staying healthy, exploring career paths, and traveling.
Gen Z shows a keen interest in vegan products and plant-based meats, aligning with the global trend towards healthier and sustainable eating. Celebrity fandoms remain strong, with TV shows, musicians, and video games leading the pack. Engaging with celebrities through Instagram DMs is a popular way for Gen Z to show support.
In 2024, Gen Z plans to actively engage in issues important to them by educating themselves and others, voting, and using social media for spreading awareness.
As marketers and content creators, understanding these trends is crucial for effectively engaging with Gen Z on Instagram. The platform is not just a space for entertainment but also a reflection of this generation’s values, aspirations, and ways of expression. This insight provides valuable guidance for brands looking to connect authentically with Gen Z audiences in 2024.
