Now that we have left 2022 behind, it is time to get to know what cultural trends and movements will inspire Gen Z in 2023. To do this, Instagram conducted a survey in collaboration with the company WGSN among 1,200 boys and girls between the ages of 16 and 24 to find out what issues interest them most.
The first thing they asked was to summarize their expectations for 2023 in one word. The most notable responses were "Healing," "Energizing," and "Protagonizing," which highlights the optimism Gen Z members display for the coming year.
In 2023, Gen Z creatives plan to take fashion into their own hands. Sustainability is a key issue for Generation ZAs climate concerns rise, DIY clothing offers a sustainable alternative to fast fashion. In the study, more than half of Gen Z respondents said they plan to make their own clothes in 2023. Frugal and thrifty, Gen Z plans to downsize and get creative. Gen Z consumers are not immune to rising costs, and in 2023, more Gen Z consumers plan to thrift on their clothing. When asked what they would do when an item of clothing is out of budget, more than a quarter of Gen Z shoppers turn to secondhand clothing.
In 2023, the majority of Gen Z will shop to support causes they care about. Gen Z is an activist generation. In 2023, more Gen Zers will use their money to support causes and communities. Gen Z voters believe the country needs more Gen Z politicians. Gen Zers have strong political views. As more young Americans reach voting age, expect increased visibility and activism for the political issues Gen Zers are passionate about. In 2022, Maxwell Frost became the first Gen Z politician elected to the U.S. Congress. Disability advocacy is a top issue for Gen Z. 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 people with intellectual or physical disabilities.
For Gen Z, makeup and beauty products are a form of self-expression. More Gen Z consumers are likely using makeup to express their personality rather than to enhance their sense of beauty. Expressive and experimental makeup looks are expected to be seen wherever they feel comfortable. The impacts of climate change are driving Gen Z shoppers to purchase protective skincare and beauty products. Two in three shoppers plan to purchase skincare or beauty products that protect them against extreme weather and the sun. Issues like increased air pollution and intense UV rays are driving searches for weather-proof products.
Gen Z plans to build a more relatable world. In the metaverse, Gen Z can build new worlds and hope to express their individuality and dedication to equity in digital spaces. For example, 671% of Gen Z users feel that avatars should better reflect diverse body types, clothing, and skin tones in the coming year. Virtual influencers offer real-life inspiration. More than half of Gen Z social media users plan to draw fashion or beauty inspiration from digital avatars or influencers in 2023. For Gen Z, AI beauty and fashion continue to intrigue.
Gen Z is exploring culture through cuisine. 68% of Gen Z social media users will 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.
Finally, no less than 64% plans to monetize a project this year through platforms.
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