Careers, fitness, travel: Generation Z is most engaged, according to research on Instagram

From food to sports to movies, pop culture trends in India are driven by Gen Zers, or those born between 1996 and 2010, given how closely their identities are tied to the growth of digital media.

A new Instagram survey spanning the US, UK, Brazil, India and South Korea, covering questions about Gen Z’s perceptions of work, relationships, fashion, beauty, food and social media, shows their propensity to embrace and explore new trends, the social media platform said in a statement. media.

From Ayurvedic ingredients to vegan products, plant-based meats and adaptogens (usually herbs), Generation Z in India is most looking forward to trying a variety of food offerings, according to a survey. Furthermore, as their main priorities for 2024, they put health preservation, career research and travel.

In fact, unlike young people in other countries, Generation Z in India shows a stronger focus on their careers. They also believe that starting your own business is the best way to achieve wealth.

About 43% of those surveyed also expressed the hope that 2024 will be a period of self-improvement, investment in personal growth and development.

“Regardless of genres and interests, Generation Z in India shows the greatest reluctance to embrace them. Whether it’s food, fashion or beauty, they’re most eager to try new trends and are open to creative ideas and expression,” said Paras Sharma, director and head of content and community partnerships at Meta, which owns Instagram.

Among different regions, India’s Gen Z showed more enthusiasm for creative presentation of fashion trends, according to the survey. About 44% of Indian respondents said they are interested in DIY fashion and wearing clothes in unexpected ways. A quarter of GenZ members said their favorite beauty trend is a new hairstyle.

Most respondents from India also subscribe to a specific fandom, ranging from music fans such as the BTS army, Swifties, AR Rahman, Shreya Ghoshal and Anirudh Ravichander, to gaming enthusiasts invested in Minecraft, Fortnite, Call of Duty and Roblox. the survey results show.

In terms of sports, their links include the Indian cricket team, the Royal Challengers Bangalore and Chennai Super Kings IPL teams, and the Barcelona and Real Madrid football teams. India has the highest percentage of sports superfans compared to Gen Z from other countries.

Whether it’s celebrities, athletes, or creatives, what Gen Z looks up to the most is relative. This is true globally as well as in India. Especially for India’s Gen Z, they look forward to more life advice content, more everyday content from ‘daily life’ and content related to their professions.

“Their hands-on approach reveals a focus and deliberate investment in self-improvement,” Sharma said. “This common trait among Generation Z in various countries points to a collective aspiration for self-growth in 2024.”

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