Instagram's new report highlights how Gen Z will drive culture in 2024

GenZin India has shifted gears, from prioritizing careers to being super on point with meme preferences, and exploring a variety of food flavors. They’re leading thetrendgame, as per Instagram's2024TrendTalkinsights.

Every year, the social media platform releases insights on lstest trends of the year. Last year the report summarised 'Reels'. this year, the social media platform put the spotlight on howGenZwill influence culture in2024.

“The InstagramTrendTalk previews the trends expected to surface on Instagram in 2024, driven by GenZ’s active pursuit. IndianGenZ’s upbeat and entrepreneurial spirit stands out as they eagerly explore new interests and trends across different domains. Their dedication to chosen fandoms and commitment to self-improvement shine through distinctly in these insights. And, while in many aspects IndianGenZ’s are similar to their global peers, these trends also show specific areas where they are different and unique.” – Paras Sharma, Director of Content and Community Partnerships, Meta, India.

The insights are derived from a survey carried out by thetrendforecasting firm WGSN andInstagram, spanning the United States, UK, Brazil, India, and South Korea. The survey covered questions onGenZperception of work, relationships, fashion, beauty, food and social media, in the context of the upcoming year. Here are some insights from GenZs in India.

India Is ATrend-Setter

In various realms, including food, beauty, and fashion trends,IndianGenZhave shown a heightened inclination to embrace and explore emerging trends.

• From ayurvedic ingredients to vegan products, plant-based meats and adaptogens, GenZ in India are most excited to try diverse food and ingredients.

GenZIn India Are More Career Oriented

In2024,GenZin India have ranked staying healthy, exploring career paths, and traveling as their top priorities. However, in contrast to other nations,GenZin India exhibit a stronger focus on their career pursuits.

• 43% hoped that2024will be their self-improvement era. The year when they will invest in their personal growth and development.
• As compared to other countries,GenZin India also believe starting your own business is the best way to achieve wealth.

Meme Taste Matters

The primary methods to connect with someone onInstagraminclude sending them a meme, liking their feed posts, and interacting with their Stories.

• Actually, your meme preferences hold more weight than you realize. Nearly a third ofGenZrespondents in India picked ‘bad taste in memes’ as their top turn-off.

‘What Jhumka?’

Among various regions,IndianGenZdemonstrates a greater enthusiasm for creatively showcasing fashion trends. This highlights the growing popularity of trends like GRWM (Get Ready With Me) and thrifting, where creators ingeniously integrate products into their content. Examples include DIY approaches featuring ‘sarees‘ and ‘jhumkas‘.

• 44% ofGenZin India are interested in DIY (do-it-yourself) and wearing clothes in unexpected ways.
• A fourth of GenZ said their favorite beautytrendis getting a new hairstyle.

MostGenZs In India Belong To A Particular Fandom

Virtually everyGenZin India aligns with a specific fandom, ranging from music aficionados like the BTS army, Swifties, AR Rahman, Shreya Ghoshal, and Anirudh, to gaming enthusiasts invested in Minecraft, Fortnite, Call of Duty, and Roblox. Sports-wise, their affiliations span theIndianCricket Team, Barcelona, Real Madrid, Royal Challengers Bangalore, and Chennai Super Kings.

• 9 out of 10 GenZ in India consider themselves part of a fandom.
• India has the highest percentage of sports superfans, as compared toGenZfrom other countries.

GenZ’s Want Relatable Content

Be it from celebrities, athletes or creators, whatGenZwant most is relatability. This holds true globally, as it does in India. Specifically forIndianGenZ, in2024they look forward to more content with – life advice, more everyday ‘day-in-the-life-of’ content and content about their professions.