Gen Z isn’t looking to brands to define culture - they’re exploring and shaping it themselves. 

Realness, creativity, and connection are the cornerstones of today’s cultural experience, the keys for brands to seamlessly engage and avoid oversaturated touchpoints. 

In the wake of the election, it’s clear that this generation is pulling culture in unexpected directions. While Gen Z is constantly creating new sub-segments, the passion points outlined below are consistent drivers of conversation and community. 

We employed a curated, social-first sounding board run over two weeks to gain first-person insight into the conversations happening across fashion, music, sports, and food. Visibility into these conversations led by and between Gen Zers provided an understanding of how this generation is driving change, and that it’s on brands to align with their value-oriented mindset to forge longer-lasting relationships. 

Here’s a look at what it means for brands that want to keep up. 

_{‍Disclaimer: Quotes are representative of real opinions expressed by participants in the Gen Z study groups}

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FASHION: PERSONALIZED & FLUID 

Coming-of-age generations have used fashion to break rigidity and experiment with identity long before Gen Z. In modernity, a style choice can be as intentional as gender expression or as low-stakes as a trendy purchase. 

This generation puts in the work scouring thrift stores and socials - not for the latest designer labels, but for pieces they can make their own. Old t-shirts, leather jackets, and vintage denim become the mediums for artful accessorizing. Intrinsically valuable, fashion’s appeal lies in its ability to tell a story; one rooted in fluidity, personalization, and sustainability - the embracing of which turns trends into cultural statements. 

Gen Z’s commitment to personalization and sustainability also speaks to a larger shift in priorities, with respondents citing a DIY ethic as central to their style. The creative process is as important as the end result. 

Popular movements like “newstalgia” and capsule wardrobes underscore the blending of classic and new to inspire fresh conversations about fashion’s role in self-expression in a generation known for questioning the norm.

Crafting with meaning is key, with function and form blurring the lines between aesthetics. Brands can engage Gen Z via meaningful collaborations that celebrate and elevate the collective over the copyright. 

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‍MUSIC: AUTHENTIC & AI

As music consumption shifts further away from traditional platforms - and top 40 hits fall to TikTok sounds - underground venues, AI-generated beats, and DJ remixes challenge the boundaries of both individual preferences and the industry as a whole.  

Gen Z spends more time with music than any other generation - using streaming platforms to score their daily lives and counteract doom-scrolling. As such, features like AI DJs and playlists extend discovery from new artists to new sub-genres, niche communities, and subcultures. 

Social platforms like TikTok have also transformed the discovery process, as Gen Z looks to music to uncover the unexpected and elevate new perspectives. 

Music is common ground when forging new connections - both between fans and from artist to listener. They’ve seen how the industry has treated artists and fans over the years, fueling their desire to find intimacy in the experience. Smaller venues and the shared energy of a close crowd naturally enhance those connections - finding more meaning in immersive settings than mainstream. These pushes also manifest in Gen Z seeking out physical tokens (vinyl editions, limited merch, ticket stubs) to create a tangible connection to passing moments. 

Brands can look to strike the balance between “real” and “unreal.” AI production and new-wave remixes don’t have to sacrifice the intimacy or artist world-building Gen Z is looking for. 

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‍SPORTS: PLAYER-CENTRIC & NARRATIVE

Social media and non-traditional outlets have granted us increased access into athletes’ lives on and off the field. As such, we’ve seen Gen Z swap all-or-nothing team loyalty for player favorites. 

Gen Z wants to connect with athletes on a personal level, whether through humor or heartbreak, to deepen their investment in sports. This is not to say that athletes aren’t appreciated for their career accomplishments, but that Gen Z sees these players as people navigating challenges vs competitors. 

As part of this shift, there’s a push to bring previously marginalized sports into the spotlight. Leagues like the WNBA and MLS (and the individual teams comprising them) have tuned into Gen Z’s storyline-seeking habits, using their owned channels to spotlight individuals alongside big-picture updates to reach and resonate with younger audiences. 

Opportunities for brands to get involved lie in elevating these stories from the start (e.g., NIL athletes) and creating digital spaces for fans to engage - from rookie years, to milestones, to controversial moments. Focusing on the human side of sports allows brands to tailor their participation to authentic connection points, bringing athletes and sports into mainstream pop culture where there’s something for everyone to enjoy. 

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FOOD: IMMERSIVE & CONNECTED

Dining isn’t just about what’s on the plate, but the experience. Gen Z’s desire for community and togetherness drives them to spaces - from rooftops to living rooms - where enjoying the occasion matters as much as the meals themselves. 

For much of Gen Z, staying in is the new going out. And with that comes a modern style of hosting, characterized by bringing creativity to preparation. Sharable plates have been given new life with variations on charcuterie boards and “grazing tables” - making space for new flavors, cuisines, and presentations.  

As we near end-of-year holidays, Gen Z has already begun searching for inspiration on social media - from prep work to clean-up, how-tos to hacks. Sustainability also comes into play here considering their focus on food transparency and reducing food waste. 

Gen Z is celebrating the rituals of communion around food, cemented as a cultural touchpoint. Interested brands should lean into why Gen Z is engaging in the food space to better understand how to participate with impact. Recipe posts are great, but knowing how crowded the holiday space is, we look to smaller, less commercialized moments that offer the same opportunity to connect. 

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DIVING DEEPER

Having grown up alongside the rise of social media, Gen Z has both an appreciation for tradition and an investment in innovation. Using the Western lifestyle and its prevalence in pop culture as an example of this duality, Gen Z is drawn to the campiness and playful irreverence of Urban Cowboy aesthetics, while understanding that strong heritage and tradition make the Western lifestyle so timeless. Considering these opposite forces throughout culture, brands can get involved at the intersection, making it accessible and exciting for a new generation. 

For more information on how Gen Z influences the themes and topics of tomorrow in cross-cultural conversations, explore the full report.

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