NEW YORK—The new year is almost upon us, bringing with it 365 days of new trends online and in real life. And when it comes to trends, there’s no better group to look to than Gen Z, of course. Gen Z—or those born between the years of 1997 and 2012—has been influencing our cultural trends for years now, especially in the online world. These 11 through 26-year-olds are a large part of how we determine what’s fashionable, who’s famous, what to watch on Netflix and so much more. And many of the trends they create start on social media, specifically TikTok and Instagram.

Each year, Instagram shares a Trend Talk, looking ahead at what Gen Z thinks will trend in the coming year. Working in partnership with WGSN, the report “shares the results of a sweeping survey looking at Gen Z trends across the U.S., UK, Brazil, India and South Korea,” offering a key look at how 2024 will shape up, culturally. What matters to Gen Z matters to culture as a whole—and matters especially to those of us who are working with, and marketing to, this influential generation.

Gen Z’s opinions on the fashion and beauty space are of particular interest to the eyewear industry. Above all else, Instagram’s survey found that Gen Z, like the rest of the world, has its eye on sustainability in fashion. Gen Zers are likely to buy fewer new clothes, Instagram reports, and more likely to repeat outfits and shop locally. Thrifting and secondhand shopping is also rising in popularity, and turning into something of a sport for those in the know.

Thrifted and secondhand clothing is also a fashion trend for Gen Z, which goes hand in hand with the vintage fashion trend that has been growing in popularity. Alongside this, Instagram reports, “Fashion and beauty are going to be all about individuality, with nearly 1/3 of Gen Z saying that they are looking to get more creative with how they dress.” Extending this mindset to eyewear seems straightforward enough—vintage-inspired, or truly vintage, pieces will likely be all the rage in 2024. Frames with a unique feel and a sustainable mindset will also stand out from the crowd.





But, of course, fashion and shopping are not Gen Z’s priorities for the year ahead. Instagram found that many Gen Zers are aiming to spend the year focusing on self-improvement and growth. Their top three priorities for 2024 are to stay healthy, explore a career path and travel.

No matter how they change and grow, though, the power of social media has not waned—in fact, Gen Z see it as one of the best ways to keep up with their loved ones worldwide. Instagram reports, “Gen Z is all about prioritizing meaningful connections in 2024, with the generation planning to use social media to keep up with their friends and family. A close second was to stay on top of trends (Fashion, Music, Tech).”

This finding underscores just how important it is for ECPs, eyewear brands and all members of the optical community to stay active on and carve out their own space in the social media landscape. The younger generations are getting their news, their trends and more from social media—to be a part of that conversation, we have to be there, too.

Gen Z’s favorite celebrities are social media stars, too. The top “fandoms” globally are related to TV shows and anime, musicians and video games, Instagram found. The majority of Gen Zers also said that they have sent an Instagram direct message to a celebrity, citing it as the best way to show their support.

Finally, Gen Z will be using social media as a tool for activism this year, too. Instagram reports, “In 2024, Gen Z will take action on the issues most important to them through ‘educating yourself/others,’ ‘voting,’ and ‘using social media to spread awareness.’” In an election year and in ever-changing times, social media is bound to be more influential than ever.

Instagram’s 2024 Trend Talk makes two things very clear: Gen Z cares about what happens on social media, and Gen Z is all in on the vintage fashion trend. As Gen Zers step into adulthood and take on even more cultural and purchasing power, it’s important for all of us to understand this generation, meet them where they are, and welcome their ideas with open arms.

Here’s to a new year filled with vintage inspiration, fun celebrity DMs and lots and lots of creativity.