While other platforms look back on the creators, songs, and trends that defined 2023, Instagram is setting its sights on the future. The Meta-owned platform has published Trend Talk, a survey that attempts to determine which topics Gen Z users will discuss the most in the new year.
Instagram put together Trend Talk in collaboration with the analytics firm WGSN. The survey included input from Gen Z respondents in five countries: Brazil, India, South Korea, the UK, and the US. Responses were spread across seven categories, which allowed Instagram to paint a broad picture of the cultural forces that are expected to matter in 2024.
One topic seemed to stretch across multiple categories: Fashion. In 2023, that industry became a battleground. Some influencers partnered with controversial fast fashion purveyors like Shein and Temu, much to the chagrin of their Gen Z followers. In 2024, Instagram expects its Zoomer contingent to buy fewer new clothes while repeating outfits more often, shopping local, and thrifting. Through modest outfits and DIY garments, Instagram’s respondents will focus on sustainability while expressing their individuality.
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Social media will play a significant role in that fashion discourse. The Trend Talk results indicate that Gen Z respondents love turning to platforms like Instagram to discover a new hairstyle or search for a signature scent.
“Gen Z is all about prioritizing meaningful connections in 2024, with the generation planning to use social media to keep up with their friends and family,” reads Instagram’s post. “When asked how they use their Instagram to get closer to someone, the top ways were: liking someone’s story, sending reels or memes in DMs, and liking a post on their feed.”
The post includes thoughts about Gen Z’s long-term plans (self-improvement ranked as the #1 lifestyle goal), dietary choices (45% of Trend Talkers expressed interest in veganism), and favorite fandoms (TV and anime still rule). There’s also an entire section dedicated to the behaviors that give the most “ick.” Number one? People who chew with their mouths open. I find that hard to square with the cultural dominance of anime, but whatever floats Gen Z’s boat is worth our attention
