In today’s digital age, social media influencers and algorithms are shaping trends more than ever, especially for Generation Z. These young consumers view influencers as powerful trendsetters, with 51% of Gen Zs believing that influencers create new trends, compared to only 36% of millennials (Source: Archrival). Celebrities also play a role, with 21% of both Gen Zs and millennials attributing new trends to them, compared to just 15% who credit brands.
The Power of Influencers
The ability of influencers to inspire trends is exemplified by Hailey Bieber’s skincare brand, Rhode. Bieber often launches a phrase such as “strawberry girl summer” on social media, which quickly becomes a micro-trend. This strategy seamlessly ties into her product launches, demonstrating how influencers leverage aesthetics to drive consumer behavior.
The Role of Algorithms
Algorithms on platforms like TikTok, Instagram Reels, and YouTube Shorts have amplified the spread of trends, creating a ripple effect across TV, music, fashion, and beauty. These platforms bring exclusive events such as concerts and fashion weeks into the mainstream, giving rise to micro-trends like Barbiecore and Girl Math. Interestingly, Gen Z is more open about embracing mainstream tastes than millennials, with 13% of Gen Zs compared to 9% of millennials admitting to enjoying mainstream trends (Source: Archrival).
Trust in Algorithms
Gen Zs trust algorithms to curate content tailored to their preferences:
- 57% of Gen Zs trust algorithms to serve them relevant content, compared to 49% of millennials.
- 50% of Gen Zs feel their algorithms understand their tastes better than their parents.
- Despite this trust, 39% of Gen Zs believe algorithms prevent them from seeing content they truly care about.
Gen Zs also show a knack for “gaming” algorithms to break out of content bubbles, with 29% claiming to do so versus 45% of millennials (Source: Archrival).
Retailers as Media and Media as Retailers
The convergence of retail and media is another emerging trend. Brands like Half Magic, a makeup line by A24 and Doniella Davy, exemplify this shift. Products inspired by popular media, such as the film Priscilla, blur the lines between content creation and commerce.
In-Person Shopping Still Matters
Despite their digital savviness, Gen Z values in-person shopping experiences. Key insights include:
- 74% of Gen Zs believe IRL experiences are more important than digital ones.
- 73% of Gen Zs prefer making purchases in-store, compared to the 27% who prefer social media shopping.
- 68% of Gen Zs prefer to try products before buying, highlighting the importance of tactile experiences (Source: Archrival).
Metaverse: A Lukewarm Reception
While brands have ventured into the metaverse, Gen Z remains indifferent. Although 52% have created virtual avatars and 49% have used app filters, only 32% believe a presence in virtual worlds makes brands “cool.” Branded NFTs also fail to excite, with just 16% seeing them as appealing compared to 28% of millennials (Source: Archrival).
Demand for Transparency
Gen Z demands detailed product information upfront—price, fit, materials, and mechanics. They value frictionless access to this information and expect brands to deliver it seamlessly.
Conclusion
As digital natives, Gen Z has redefined how trends are created and consumed. Influencers and algorithms dominate their inspiration journey, yet they still value authenticity and in-person experiences. Brands that align with these preferences—providing transparency, blending content with commerce, and balancing digital with physical—are poised to capture the loyalty of this discerning generation.
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