Anxiety and escapism: Gen Z trends of 2024
- Return to traditional values
Gen Z leaning into traditional values might seem surprising, but it’s not so far-fetched. With 89% of young people stressed about global issues like economic and political instability, many are turning to conservative ideals for a sense of security. We can see it manifest in TikTok and Instagram trends like the “trad wife” aesthetic and the rise of influencers like Nara Smith. Many now dream of marrying rich and enjoying “princess treatment,” hence the obsession with men in finance was born. Additionally, memes like “born to be a billionaire’s wife, forced to work a 9 to 5” replaced the girlboss vibes of just a few years ago.
- Climate anxiety and frugality
One in five Gen Z fears climate change more than global war or economic collapse, pushing them toward sustainable living. Combined with financial instability, a major concern for 55%, this has fueled trends like “underconsumption core”, frugality, and de-influencing. These trends help save money while promoting eco-conscious choices. However, there's a more concerning side: many young people struggle to afford basic necessities, like rent. This is how simple pleasures, like grabbing overpriced coffee or other affordable luxuries, became a micro trend. Thousands of TikTok videos and posts on X sharing little treat ideas offer a quick escape and a taste of the good life amid the stress.
- Escapism through nostalgia
Gen Z’s stress about the future has fueled a wave of nostalgia-driven trends on social media, offering a sense of comfort. This shows up in the revival of early 2000s aesthetics, from “Y2K fashion” to rewatching childhood shows like “Camp Rock”. The “core memory” trend, where users share simple, joyful moments from their past, also reflects this yearning for a time before adult responsibilities and global crises took center stage. Nostalgia has become a coping mechanism for a generation navigating uncertainty.
Pragmatism and grounded living: Gen Z trends for 2025
- Pragmatic careerism
Since we saw a shift to traditional values, yearning for princess treatment, and less desire to grind at work, Gen Z can embrace a redefined take on career pragmatism. Rather than aspiring for wealth or a “girl boss” culture, the focus will move to jobs that balance stability and minimal stress. We already saw the first signs of it with the “conscious unbossing” trend, and I believe it will be even more apparent in 2025.
- Boomer hobbies
With climate anxiety and financial struggles at an all-time high, survivalism might take on a chic twist. Influencers could glamorize practical life skills like gardening, farming, canning, or sewing paired with sleek branding. It’s cheaper than going out constantly and helps to relieve stress. Throughout the past two years, we could see a small rise in interest in gardening and crocheting on TikTok, but in 2025, it can become a bigger trend.
- Hyper-relational content
The push toward traditional values and financial frugality can inspire young people to focus on deepening personal connections. Especially, since Gen Z is claimed to be one of the loneliest generations, their craving for community and meaningful connections is getting only stronger. Socials could see trends around intentional relationships, with influencers promoting “slow dating” or “friendship investments” (e.g., budgeting for meaningful experiences with loved ones). This would replace hyper-individualistic content that we are used to see with a focus on collective well-being.
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