Instagram: Gen Z’s favorite topics for 2023

After one first edition in 2021, Instagram publishes its second Trend Report which lists the centers of interest of the generation Z for the coming year. This report of 1,200 social media users aged 16-24 in the United States was created in October 2022 in collaboration with WGSN. Discover the 9 key themes that will make the year 2023 on Instagram.

1. Fashion: upcycling and second-hand clothes

As climate concerns rise among Gen Z, the report tells us that sustainable fashion is a key issue for these under-25s. In this study, more than half of the young people surveyed plan to create their own clothes in 2023, and thus offer themselves an alternative to fast fashion. Frugal and thrifty, this generation wants to save money and use creativity for the coming year.

2. Social justice: activism and positions

In 2023, a large proportion of young people aged 16-24 surveyed will support causes dear to their hearts. This militant and passionate generation is more and more inclined to financially support various causes and defend communities. While 30% of American Generation Z is of voting age, they decide instead to express themselves with their wallet directly on platforms like Instagram. This generation has strong opinions and attaches particular importance to disability issues.

3. Beauty: original make-up as a mode of expression

Through makeup and beauty products, Gen Z finds a great way to express themselves here. In 2023, more and more individuals are likely to buy and use makeup with the aim of expressing their personality rather than highlighting their physique or their beauty. They are also sensitive to the impact of the environment on their skin and will consume protective care, against the effects of the sun, for example.

4. Web3: the metaverse and custom avatars

In the metaverse, Generation Z can build a virtual world and express themselves as they wish. She also expects more equity in these areas. As such, 67% of users surveyed believe that avatars should represent them better, through their skin color and clothing style, for example. For these young adults, fashion and beauty from an artificial intelligence perspective are intriguing. No wonder, then, that half of the socionauts of this generation plan to draw inspiration from it in the months to come, through digital avatars.

5. Finance: earning money on social networks

Nearly two-thirds of respondents plan to make money on social media in 2023. This Trend Report indicates that money management knowledge and skills are very important to them. They are also more than half to want to monetize their content on Instagram. Paradoxically, today’s content creators do it more to express themselves and have fun.

More than 85% of Gen Zers plan to learn a skill in 2023, and 1 in 4 want to increase their financial skills.

6. Food: cultures and cuisines of the world

Generation Z explores culture through cooking: 68% try a new recipe after discovering it online, on social media. Thanks to food influencers, this generation is using Instagram as a gateway to new horizons.

7. Creators: meeting with content creators

The socionauts interviewed in this report are happy to materialize their virtual relationships and meet the people they follow. Nearly a third of them are impatiently waiting to meet their favorite influencers in real life. On the other hand, 2023 will see content evolve towards other formats. More than 40% of subscribers surveyed, for example, want to follow podcasts offered by their favorite content creators.

8. Music: international and festive music

Music offers 16-24 year olds another way to express themselves and escape. They are ready, through it and musical events like raves, to let go and live in the moment.

68% of Gen Z social media users plan or want to attend a rave in 2023.

They particularly appreciate international music and more than half want to listen to a non-English-speaking artist in 2023. They have a broad vision of music and are interested in musical genres such as K-Pop and Latin, partly from Instagram culture.

9. Dating: virtual encounters based on astrology

Instagram is the new dating app for this generation that is happy to break the ice online. For her, private messages offer more transparency, honesty and continue to promote their romantic and friendly connections. Interested in astrology and horoscopes, more than half of them decline an appointment if the person has an astrological chart incompatible with theirs.

Discover the full Instagram Trend Report



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Instagram: Gen Z’s favorite topics for 2023


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