Top Gen Z trends in 2023

Here’s a reminder: Gen Z aren’t just kids. Often considered the youngest generation, the oldest of this group are actually about 25 years old, which means they have jobs, bills to pay and even children of their own. Meanwhile the youngest end of this demographic is just 10.

In other words: This generation currently encompasses a vast swath of life ranging from middle school to mortgages. So odds are your organization needs to target tis up-and-coming group in some way or another.

A new study from Instagram and forecasting firm WGSN surveyed 1,000 Gen Z social media users to evaluate what they most expect and want in the year ahead. The findings touch nearly every aspect of life, from music to finances and the environment to the creator economy.

Here are some of the biggest takeaways

An activist generation

Gen Z cares deeply about a wide range of issues — and wants the organizations and influencers they interact with to do the same. Thirty percent of Gen Z is of voting age, the study says, and they want to see change.

Topics they’re particularly passionate about include disability rights and climate change.