This gen z trends guide breaks down what makes the generation born between 1997 and 2012 tick. Gen Z now makes up roughly 20% of the U.S. population and holds significant buying power, over $360 billion annually. They’ve grown up with smartphones, climate anxiety, and a global pandemic. These experiences shape how they shop, work, communicate, and view the world. Understanding gen z trends isn’t just useful for marketers. It helps employers, educators, and anyone who wants to connect with this influential demographic. Here’s what defines Gen Z in 2025.

Core Values Shaping Gen Z Culture

Gen Z prioritizes authenticity above almost everything else. They can spot performative marketing from a mile away, and they’ll call it out publicly. This generation wants brands, leaders, and institutions to mean what they say.

Sustainability ranks high on their list of concerns. Climate change isn’t an abstract future problem for Gen Z. They’ve watched wildfires, floods, and extreme weather events throughout their lives. A 2024 Deloitte survey found that 64% of Gen Z respondents actively chose brands based on environmental practices. They’re willing to pay more for sustainable products, but they also demand proof.

Mental health awareness defines this generation’s approach to well-being. Gen Z talks openly about anxiety, depression, and therapy in ways previous generations didn’t. They expect workplaces and schools to accommodate mental health needs. This isn’t weakness, they see it as self-awareness.

Diversity and inclusion aren’t buzzwords for Gen Z. They’re baseline expectations. This generation is the most racially and ethnically diverse in American history. They expect representation in media, leadership, and everyday spaces. Gen Z trends show a strong preference for brands that reflect diverse perspectives without tokenism.

Financial pragmatism also shapes their decisions. Many watched their parents struggle during the 2008 recession. They’ve seen student loan debt cripple millennials. As a result, Gen Z tends to be more cautious with money. They research purchases extensively and value quality over quantity.

Digital and Social Media Trends

Gen Z doesn’t use the internet, they live on it. But their platform preferences differ sharply from millennials. Facebook? That’s where their parents hang out. Gen Z gravitates toward TikTok, Instagram, YouTube, and increasingly BeReal and Discord.

TikTok dominates Gen Z attention. Short-form video content drives discovery for everything from music to fashion to news. The platform’s algorithm serves hyper-personalized content, which appeals to Gen Z’s desire for relevance. Gen z trends on TikTok often spread to mainstream culture within weeks.

Authentic content beats polished production. Gen Z prefers raw, unfiltered posts over highly edited content. They trust influencers who show their real lives, messy apartments, bad skin days, and honest opinions. This explains why “deinfluencing” became a major gen z trend in recent years.

Privacy concerns are growing. Even though being digital natives, Gen Z increasingly values online privacy. They use finsta accounts (fake Instagram accounts) for close friends only. They’re more likely to turn off location tracking and question data collection practices.

Gen Z also uses social media for activism. They organize protests through Instagram stories. They share educational content about social issues. They hold brands accountable through public call-outs. Social media isn’t just entertainment, it’s a tool for change.

Search behavior has shifted too. Many Gen Z users search TikTok or YouTube before Google. They want visual answers from real people, not walls of text. This gen z trend has forced marketers to rethink content strategy entirely.

Fashion and Lifestyle Preferences

Gen Z fashion rejects the idea of one dominant style. Instead, micro-trends cycle rapidly through social media. What’s cool on Monday might be “cheugy” by Friday. This generation mixes vintage pieces with fast fashion, high-end items with thrift store finds.

Thrifting and resale have gone mainstream. Gen Z drives the growth of platforms like Depop, Poshmark, and ThredUp. They see secondhand shopping as both economically smart and environmentally responsible. A gen z trends report from ThredUp showed that 62% of Gen Z bought secondhand items in 2024.

Comfort matters more than formality. Athleisure isn’t going anywhere. Sneakers remain essential. Gen Z dresses for flexibility, they might go from a coffee shop to the gym to a social event in the same outfit.

Gender-fluid fashion continues to grow. Gen Z blurs traditional gender lines in clothing. They shop across sections and reject rigid style categories. Brands that embrace gender-neutral options connect better with this demographic.

Wellness extends beyond fitness for Gen Z. They practice self-care through skincare routines, meditation apps, and intentional rest. “Quiet luxury” and “soft life” aesthetics reflect their desire for calm amid chaos. Gen z trends in lifestyle emphasize balance over hustle culture.

Food choices reflect their values too. Plant-based options aren’t niche anymore, they’re expected. Gen Z tries new cuisines readily and shares food experiences on social media. They support local restaurants and care about ingredient sourcing.

Workplace and Career Expectations

Gen Z enters the workforce with different expectations than previous generations. They watched millennials burn out chasing corporate ladders. They’re not interested in repeating that pattern.

Work-life balance isn’t negotiable. Gen Z expects flexibility in when and where they work. Remote and hybrid options matter. They’ll leave jobs that demand constant availability or ignore personal boundaries. The “quiet quitting” phenomenon? Gen Z largely started it, or at least named it.

Purpose drives career decisions. Gen Z wants work that matters. They seek employers whose values align with their own. A paycheck alone won’t retain them. Companies need to demonstrate genuine commitment to social and environmental causes.

Mental health support in workplaces is expected. Gen Z looks for employers who offer mental health benefits, reasonable workloads, and understanding managers. They’ll discuss burnout openly and advocate for better conditions.

Career growth must be visible and fast. Gen Z doesn’t want to wait five years for a promotion. They expect clear advancement paths, regular feedback, and skill development opportunities. If they don’t see growth potential, they’ll find it elsewhere.

Gen z trends show this generation values side hustles and entrepreneurship. Many Gen Z workers maintain multiple income streams. They see traditional employment as just one option among many. The gig economy, content creation, and small business ownership all appeal to their desire for autonomy.

Diversity in leadership matters. Gen Z notices who sits in executive positions. They want to see people who look like them making decisions. Companies with homogeneous leadership teams struggle to attract and retain Gen Z talent.