NEW YORK—For years now, a huge swath of pop culture has been influenced and even created by Gen Z. And as the generation, who USA Today defines as being born between 1997 and 2012, grow into adulthood, that influence becomes stronger. We now have Gen Z lawmakers and Gen Z parents, and some of our most famous celebrities are Gen Zers, too. To overlook their impact on culture would be a mistake.

Each year, Instagram takes a deep look at its Gen Z user base to determine what’s trending now, and what might trend in the future, to create its annual Trend Report. Created in partnership with WGSN* during October 2022, Instagram’s 2023 Trend Report shows what’s important to Gen Z now—and thus, what will likely be important to the broader culture next year. From sustainability in fashion to web3, the 2023 Trend Report is a sweeping look at our future.

Most notably to the eyewear industry, of course, is Gen Z’s take on fashion. Unsurprisingly, the report found that Gen Z are concerned about sustainability, and that concern extends to fashion, too. Instagram reports that over half of Gen Z respondents said “they plan to DIY their clothes in 2023,” citing rising costs and sustainability concerns when it comes to buying new clothes and accessories.

 
 
In addition to sustainability concerns, Gen Z plans to focus their shopping energy where it makes a social difference, too. Instagram reports, “In 2023, more members of Gen Z will use their dollars to support causes and communities. While 30 percent of Gen Z is old enough to vote, teens use platforms like Instagram to vote with their wallets.” Social purpose mission statements are more important than ever for retailers and brands who want to appeal to Gen Z consumers and the broader culture—for many young people, where you spend your money is part of your activism, too.

And what about the metaverse? Instagram found that “over half of Gen Z social media users plan to get fashion or beauty inspiration from digital avatars or influencers in 2023,” reinforcing the power of the metaverse if fashion and culture brands use it correctly. In the same vein, Instagram found that Gen Zers are particularly concerned about accessibility and representation: they are interested in learning from and following creators with disabilities both on social media and in the metaverse. Plus, the majority of responders said they want to see digital avatars that reflect our diverse world, showcasing different body types, clothing and skin tones.




Gen Z will have an impact on our economy, too. Instagram found that nearly two thirds of Gen Z plan to use social media to make money in the coming years, and that one in four teen social media users said they want to increase their skills in finance in 2023. From content creators and influencers to small business owners, Gen Z are a large, influential swath of our economy—and their financial future will likely be influenced by social media, web3 and other online work.

Life isn’t just online for Gen Z, though. The report also found that nearly a third of Gen Z users are looking forward to in-person experiences next year. These include conventions and meet and greets with their favorite influencers, showcasing just how valuable influencer relationships can be for businesses. Having an influencer’s support of your product can bring their fans in, too—and in-store influencer events are exceedingly valuable.

 
 
In addition to these elements, the Trend Report took a look at dating culture and trends in music and food for Gen Z. The full report is available to read online for free here.

As Gen Z grows in both age and cultural influence, it becomes increasingly important for the eyewear and eyecare industries to connect with them. From eyewear brands to independent ECPs to vision nonprofits, there’s no area of our industry that can’t, or shouldn’t, build a rapport with this powerful generation of consumers, conservationists and citizens.