As the oldest of Gen Z approach 25, retailers would be remiss to not be tapping into what it is that this dynamic, fast-paced group of consumers is on the hunt for now. These are the four trends and movements that are captivating these customers.

Indie Sleaze

Cast your minds back to a time (the early 2000s) when hipsters were the height of cool, side swept fringes were the only style worth having and hard partying was prioritised over pilates. As social media continues to speed up trend cycles, it was only a matter of time before Gen Z’s passion for all things 90’s moved into a revival of early millennium style. 

Highly-polished Instagram feeds are being replaced by content that feels a bit messier, celebrities have been spotted with wired headphones, and advertising for beauty brands is transitioning from clean and fresh to something that highlights a more hedonistic way of life. 

Dopamine…

You may be familiar with dopamine dressing - the idea that in a post-pandemic world people should be wearing whatever makes them feel good, whenever they want to - but the concept is evolving (especially to areas with alliteration). A shift away from the clean, neutral creative style that has dominated shelves in recent years, dopamine design is being used to describe a shift back to bright colours, bold fonts, and innovative shapes within branding, styling and packaging. Most recently, dopamine drinking has come to the forefront - not about what you drink, but how. Glasses, mugs, pitchers and pots are all being elevated to make for a more indulgent experience. 

Coastal Grandma

The easiest way to summarise the Coastal Grandma trend is to picture a classic Nancy Meyers film. Think a blue, white, cream and beige colour palette, layered textures, pottery,  taking the time to tend to your garden or cook from scratch, outfits with lots of movement, and art that subtly takes inspiration from nature. Fortunately for many, actually being near the coast is not a requirement for this trend; anyone can enjoy this more modern, minimal take on the country aesthetic that boomed in popularity throughout the pandemic. 

Dark Academia/ Whimsigothic 

Dark Academia was incredibly popular with young adult and teen consumers last year, evolving into Whimsigothic, where the core principles remain the same in 2022. Featuring a fondness for the unusual, this aesthetic leans into anything a bit quirky, different and unique. Influenced by both witchcraft and sorcery, as well as historical european periods that ushered in literature and liberalism as a priority, this trend evokes images of leather-bound books, baroque gold, vintage celestial illustrations, and lots of black, brown, blue and purple.