Here, we explore the fundamental cultural shifts shaping Gen Z's behavior -  from digital detox and slow living to ethical consumption and the rejection of performative branding. Alongside industry micro-trends, we share perspectives from our team members, who are part of this generation, offering an authentic view on how brands can meaningfully connect with them.

Since 2020, TikTok's explosive growth has radically changed how trends spread and fade. What used to be popular for months now disappears in days. Aesthetic movements like cottagecore, clean girl, or dark academia come and go so quickly that they seem almost disposable.

Young people are tired of constantly chasing trends and want 'real-life connection over online consumption.' Social media has transformed into a space where they share values about buying less, supporting sustainable brands, and building communities centered on authenticity rather than mindlessly following algorithmic recommendations.

'Things I'm no longer buying' and the rise of underconsumption

One trend that perfectly captures this mindset is 'underconsumption core.' Gen Z proudly shares lists of things they refuse to buy anymore. This isn't just about saving money during tough economic times, although rising costs certainly play a part. It's a direct fight against fast fashion, disposable products, and the idea that buying more stuff equals happiness.

Young people choose 'mindful minimalism,' deliberately deciding not to buy things as a lifestyle. On TikTok and YouTube, you’ll find content about using the same water bottle for five years, mending old clothes, or finding more joy in shared experiences than in new possessions.

Mirela from our PR Team emphasizes this shift: 'I think mindful minimalism is one of the best trends of our generation. It's all the more important now that any hobby can easily become overconsumption.' She points to examples like Labubu toys: 'It's not just a cute toy; it represents how emotional marketing and impulsive consumer culture can manipulate our wallets and minds. This adorable toy might trigger my dopamine, but I must ask myself: Do I really need it?'

Silvia from our Sales Team also embodies this: 'Caring for the environment has become a priority for us, even through small actions like rejecting fast fashion and reducing the use of disposable products.'

There are clear reasons behind this trend:

• Protecting the environment;

• Making ethical choices;

• Wanting less clutter;

• Being smart with money;

• Taking control of their lives.

Instead of constant shopping, Gen Z is thrifting, learning repair skills, investing in quality over quantity, and rediscovering the satisfaction of DIY creation.

The push for responsible buying and brand transparency

This change isn't just about personal consumption. Gen Z doesn't trust brands that simply slap a green label on their products and claim sustainability. They demand genuine honesty. They want to know where products come from, how workers are treated, and what companies are actually doing to help the environment.

For businesses, this means that brands truly committed to sustainability and ethical practices are earning customer trust. Conversely, brands that try to fake it or 'greenwash' their image (pretend to be eco-friendly when they're not) are quickly exposed and rejected.

Slow living and the hobby renaissance

For a generation raised on smartphones and constant notifications, slow living represents a conscious choice to prioritize well-being and real connections over speed and productivity. This shows up most clearly in the explosion of hands-on hobbies - knitting, pottery, baking, gardening, and reading physical books.

TikTok trends such as 'the feminine urge to garden,' 'book girl aesthetic,' or 'romanticize your life' point to a more profound longing for calm, purpose, and tangible satisfaction.

'I enjoy these trends,' says Mirela from our PR Team. 'They truly make me want to escape from the digital world and do something with my hands. However, it's essential that we do these things for genuine enjoyment, not just because they're popular. Even so, they can be an excellent starting point for exploring offline activities and rediscovering authentic passions.'

These hobbies offer something unique like physical results in a virtual world, mental clarity in chaotic environments and a sense of progress disconnected from performance metrics.

Silvia also relates this by saying, 'One of the trends I try to incorporate into my life is slow living. Social media can sometimes be exhausting and disconnects us from the real world. That’s why I try to be more present and spend as much time away from my phone as possible. I also try to engage in activities that don’t involve the digital world and enjoy simple things like walking, watching sunsets, and reading.'

Digital detox core

No generation understands the toll of screen addiction better than Gen Z, because they've lived through it. They are fighting back by setting limits on screen time, having phone-free periods, doing 'digital sundowns' (no screens before bed), and looking for experiences offline. This isn't about completely rejecting technology but using it mindfully instead of letting it control their lives.

Silvia shares: 'I make sure to put my phone away an hour before bed. It's a small change, but it's made a huge difference in my sleep and overall mental clarity. It's about controlling the tech, not the other way around.'

Mirela adds: 'I often find moments to disconnect from my phone completely. It's crucial for my mental well-being to step away and engage in more productive activities like reading, practicing yoga, or simply spending time in nature.'

Redefining wellness: mental health as priority

Gen Z is fundamentally reshaping conversations around mental health, openly prioritizing psychological well-being in ways previous generations did not. According to recent studies, 72% of Gen Z acknowledge mental health's importance, actively discussing struggles and seeking solutions. Additionally, 52% express concern about their future mental state, driving proactive wellness practices.

Silvia emphasizes this, noting: 'Mental health has also become less stigmatized, and our generation knows how to take care of it and speak about it openly, even in lighthearted ways, such as taking <<mental health walks>> or embracing the idea of <<romanticizing your life>>'

The 'Pilates Princess' trend

The 'Pilates Princess' trend is a good example of how social media turns a fitness activity into a cultural phenomenon. It embodies an elegant, clean aesthetic: women in expensive pastel workout clothes, slicked-back hair, and costly headphones, creating a 'perfect' image inspired by ballet dancers.

This trend is popular because Pilates is low-impact and accessible, offering a 'softer way to exercise.' Its visual appeal, health benefits (mind-body connection, stress relief), and celebrity endorsements make it even more popular. Like many Gen Z trends, 'Pilates Princess' shows how wellness and aesthetics have become inseparable -  a pattern we see repeated in their food choices, as evidenced by the popularity of matcha.

The matcha phenomenon

Matcha's popularity with Gen Z illustrates the intersection of health consciousness and aesthetic appeal. Its combination of cultural heritage and health benefits - sustained energy without jitters, enhanced focus, and high antioxidant content - makes it an appealing coffee alternative.

While its 'Instagrammable' aesthetic fuels sales and product innovation, its traditional Japanese heritage is often overlooked in modern marketing narratives. This trend also highlights how consumer spaces are becoming 'lifestyle labs,' where the environment helps people have experiences that support their well-being.

Technology as a tool for authentic values

Perhaps most intriguingly, Gen Z's relationship with technology is nuanced. As digital natives, they haven't abandoned these tools in their quest for authenticity; instead, they've masterfully leveraged them to amplify their core values:

• Community building. Connecting with like-minded individuals around sustainability, ethical consumption, and shared hobbies;

• Knowledge sharing. Spreading how-to guides, repair tips, and ideas for less waste;

• Brand accountability. Holding companies responsible for environmental and social impact, exposing greenwashing, and demanding transparency;

• Mental health normalization. Creating safe spaces for discussing struggles, sharing coping strategies, and finding support communities.

Our Gen Z colleagues at JUNE truly believe their generation can positively impact the world in the way they know best: through social media and the power of creative, relatable trends. This generation’s consumer behavior reflects a more profound value shift, not just new trends. They’re moving from fast, superficial consumption to conscious, meaningful living. The rise of lasting 'vibes' over fleeting micro-trends shows a genuine desire for connection and self-expression. While still a driver of consumption, social media is also where Gen Z shares values, demands honesty from brands, and builds communities. As they gain influence, their mindset will reshape how businesses operate and what society expects.

Understanding the next generation with JUNE

For us at JUNE, these profound insights into Gen Z are at the core of our approach. We don't just observe these trends; we live them and breathe them, translating this deep understanding into effective communication strategies for our clients.

The future belongs to brands that truly connect with Gen Z's values - authenticity, transparency, community, and mindful living.