2023 has been a rough year, sparking a wake-up call for Gen Z.

Economic recession, global conflicts, and climate crises fueled a realization: waiting on policymakers and brands is no longer an option. In response, 2024 becomes the year to act, with Gen Z focusing on sustainability, authenticity, and empowerment.

This research has been powered by The Robins: SuperHeroes’ Gen Z collective of digital natives ready to deliver fresh insights about their generation and culture.

SUSTAINABILITY

It is not a surprise that Gen Z is working harder than any other generation to fight climate change. But in 2024 they are taking things to the next level.

They are going to truly embrace sustainable fashion for example. Among their "New Year's resolutions": #1 Buy fewer new clothes, #2 Choose local shops #3 Prefer second-hand options (Instagram Trend Talk, 2023).

In 2024, they seem to finally have understood that "One person’s throwaways are another person’s treat." (Pinterest Predicts, 2023).

But it does not stop with fashion: 45% of Gen Zers are into vegan products, and 42% want to give plant-based meat a try (Instagram Trend Talk, 2023).

Now though, they demand brands too to act on it. First item on the agenda: to stop greenwashing and live up to their promises. Their patience is running out when it comes to waiting on brands to make the right choice.

I think what brands should stop doing in 2024 is pinkwashing and greenwashing. I think it's something that is long overdue. - Andrés, 25, ES

AUTHENTICITY

"Be more authentic".

Brands are being given this suggestion constantly, but what does it mean?

Not only in 2024 Gen Zers want to be more true to themselves, but they also asking brands to do so.

They don't want to be bombarded by discounts, coupons, new campaigns, or new products. They have enough. The world has enough. They are looking for less quantity and more quality in brand communication.

Stop trying to create something new, because most of what's been created already, uh, already works. - William, 23, France

It is no coincidence that they are planning to also tone down their social media usage. Remaining on social media only to foster meaningful connections with family and friends: 80% feel that social media helps them feel more in touch with what is going on in their friends’ lives. But at the same time, over 50% of respondents say platforms can make them feel overwhelmed. (SnapChat X University of Chicago, 2024)

In 2023, I had to take a break off of social media because it was really, really affecting me mentally - Mary, 21, California, US

Nonetheless, they want diversity to be represented. Not only in terms of gender, sexual orientation, or ethnicity. Gen Z is looking for real people. Let's tone it down with celebrities' endorsement (Instagram Trend Talk, 2023).

I would like brands to stop paying these influencers who obviously don't care about or use the product - Maddie, 26, Arizona, US

EMPOWERMENT

2024 is not only the year they want the world to change, they want to level up too.

This is going to be a year to push boundaries, be out of their comfort zone, and redefine their limits. Gen Z wants to rediscover creativity and pure enjoyment.

My New year resolution is to continue to push myself outside of my comfort zone - Maddie, 26 Arizona, US

They will be exploring their creative potential fully. From DIY projects to producing music, they will be making 2024 their year of growth. Their youth is already menaced by climate change and financial instability. They want to grasp every second of it deeply.

The biggest thing I learned this year was that life can change really fast, and the plans that you think you have in place can sometimes just completely fall apart. And that doesn’t always mean that it’s bad. - Jessica, 22, Michigan, US

As this will be a pivotal year for Gen Z, it should be a wake-up call for brands to change, redirect, and reconnect with this generation.

Walk the talk, and talk only if it's relevant. Do not waste any more of Gen Zers' precious time. They are people, not sales, talk to them accordingly.

Stop treating their customers like sales. Their customers are humans too, right? - Mary, 21, California, US

But most importantly: don't be in their way of evolving, but change with them. This is your sign.

In 2024, I would like for brands to stop pretending like they know how to talk to Gen Z. - Zoë, 21, NL

This article is powered by The Robins, SuperHeroes’ collective of Gen Zers working to change how brands talk to their generation.

Are you interested in knowing how the Robins can help your brand? Drop us a line at hello@hellorobins.com