Unveiling Gen Z’s whimsy trendsetting interior spaces
n the current world when the importance of self-expression is at an all-time high, Gen Z has emerged as the real trailblazer in the spotlight. From the vibrant color palette of Barbiecore to the nostalgic romance of cottagecore, this generation is rewriting the rulebook of decor. Even though still new to the landscape of consumerism, Gen Z is likely to bring about a lasting change to the global economy.
Born between 1995 and 2015, this generation is best known for its familiarity with technology. Through technology, they have come to be the first, fully globally connected generation. Gen Z’ers are also influenced by similar types of movies, music, fashion, or food, regardless of geographical boundaries.
As of now, Gen Z constitutes 26% of the world’s total population, accounting for over 2.47 billion! They have not yet reached the peak of full consumption mode, but a recent report by GFK demonstrates that their shopping habits are already substantial, on par with the Millennials. This suggests that the economic power of Generation Z is currently the fastest-growing in the world! Bank of America solidifies this claim saying that Gen Z will earn around $33 trillion by 2030, making up more than a quarter of the world’s total income! And by 2031, they are predicted to have more spending power than their Millennial counterparts.
A 2023 report by Oxford Economics in collaboration with SnapInc also reveals that Gen Z’s income is projected to surge from $440 billion to over $3.5 trillion by 2030, and their estimated total consumer spending is expected to reach $3.0 trillion.
As Gen Z cements their global impact, they are also rapidly asserting themselves as the future’s dominant consumers and influencers. Consequently, business owners must brace themselves for the upcoming seismic shifts in consumer preferences, which include understanding the preferences, behaviors, and values of the target demographic.
Know your demographic
Behavior and preferences
Regardless of what stereotypes say about Gen Z, they follow a pragmatic approach and are informed as well as conscious of their purchases. Being a digital native, their purchasing decisions are influenced by what is ‘viral’ on social media and what their peers think about a certain product. Social media serves as the primary source of shopping inspiration for 97% of Gen Z consumers. The hashtag #tiktokmademebuyit has garnered over 2.3 billion views and #amazonfinds has accumulated a whopping 6.7 billion views, signaling an emerging shopping behavior among this generation.
They are also mindful of prices, but their focus on pricing is not as predominant as it had been in earlier generations. In addition, to attract Gen Z, products and brands must demonstrate a blend of value, quality, and ethical practices.
Tech savviness and usage
With Gen Z being technophiles, it is no surprise that they prefer to shop online. According to a research, 72% of Gen Z customers shop online regularly using their smartphones. Moreover, 53% prefer to shop from stores that accept cashless payments. Adapting to these shifts, many big platforms have already taken measures to cater to this demographic.
Instagram released an in-app payment feature in 2019, which then further led to more updates to increase brand visibility and easy shopping experience, making it a major player in e-commerce. Furthermore, social media apps like Facebook, TikTok, Pinterest, and more, have entered into partnerships with Shopify to promote businesses, and allow them to tell stories of their brands and products, which indeed the Gen Z loves to see! Let us dive deeper into the ‘why’ of such preferences of Gen Z.
Also read: 9 new-age & efficient B2C advertising tools
Lifestyle, aspirations, and ethical concerns
Gen Z is well known to be ‘in touch with their feelings.’ They care a great deal about what happens ‘behind the scenes’ of the brands they purchase from. Whether it is the manufacturing procedures, how employees are treated, or the brand’s story, this generation seeks more than just a transaction; they desire an immersive experience which in turn, significantly impacts their purchasing choices. This includes sustainable products, fair trade practices, recycling initiatives, and beyond.
This presents a valuable opportunity for business proprietors to connect with Gen Z by enhancing visibility, aligning with social causes, along with delivering high-quality products and services. According to research, 62% of Gen Z shoppers prefer to buy from sustainable brands, and a staggering 73% are willing to pay more for sustainable products.
Moreover, another survey highlights that 85% of Gen Z respondents believe that brands need to be responsible for issues surrounding social responsibility, sustainability, and climate change.
Adding to this discourse, yet another study indicates that 1 out of 2 Gen Z’ers want companies to take a stance on social issues, specifically LGBTQ+ rights, racial injustice, and climate change.
Britt Ray, a notable researcher exploring the intersection of mental health and climate change says;
Gen Z’s demand for sustainability has compelled big names in the fashion industry to adopt sustainable practices. In 2020, Burberry launched an initiative that donates leftover fabrics from their factories to fashion students for upcycling.
Gen Z’s conviction: Shein, one of the most prominent brands that rose to popularity in recent years, witnessed immense growth as well as their downfall, all within a span of 4 years! Its growth is closely tied to TikTok’s fame in 2020. Social media users shared their purchases, showing off trendy apparel designs and Shein’s biggest selling point, affordable clothing, under #sheinhaul, which amassed an impressive 11 billion views, making it one of the fastest-growing brands.
Not much after, Shein faced several allegations regarding labor malpractices. To counter these accusations, the company arranged an all-expenses-paid trip for a group of American fashion and beauty influencers to visit its facilities in Guangzhou, a megacity in south-eastern China. Following the influencers’ tours, they shared extensive content showcasing Shein’s clean factories, adherence to standard working hours, and what appeared to be content employees. Despite the intention to portray a positive image, this sponsored content triggered a substantial social media backlash. Users criticized the trip as tone-deaf and disingenuous, leading to a full-on social media firestorm.
Over the past year, the percentage of Gen Z adults expressing interest in making a purchase from Shein has experienced a significant decline, dropping from 49% in June 2022 to 42% in June 2023. The brand’s net favorability among Gen Z adults has also seen a notable decrease, now standing at 24, which is nearly 20 points lower than its level in June 2022 (42). Meanwhile, the proportion of Gen Z adults holding negative opinions of Shein has steadily increased during this period, rising from 21% to 30%.
Source: Pro Morning Consult
As consumers, Gen Z’s expectations are clear. Brands and retailers must prioritize and accelerate sustainable and ethical practices to remain competitive in the market.
Also read: The rise of eco-friendly alternatives
Brand expectations, loyalty, and reviews
The surge in digital accessibility has significantly shaped the purchasing decisions of Gen Z. Their constant pursuit of the best deals allows them to quickly compare prices across various businesses. Such elusive nature arises from their high standards for the brands they align themselves with.
According to survey findings, there are specific factors that sway a Gen Z’s choice to purchase from a brand.
Moreover, Gen Z has demonstrated a significant affinity for small businesses, with the spendings in this sector witnessing a remarkable surge of over 260%. Additionally, 77% of Gen Z adults express a tendency to explore new brands, marking the highest percentage among all generations. This presents an opportune moment for new business owners to integrate innovative marketing strategies tailored to Gen Z, fostering brand promotion and engagement.
Social proofing is also a crucial phenomenon to account for when targeting this generation. Essentially, it involves individuals observing the behaviors of a larger group and adopting those beliefs. Consequently, this generation places significant reliance on the endorsements of their peers and social media ‘influencers.’ According to a report, 68% of Gen Z consumers engage with a minimum of 3 textual or video reviews before finalizing a first-time purchase.
Having established a groundwork of knowledge on Generation Z, let us examine in detail the designs and products that appeal to their unique sensibilities.
Décor trends
This generation’s design preferences have been significantly shaped by the impact of the pandemic. Spending prolonged periods at home during their formative years has led to an increased focus on making their living spaces not only aesthetically pleasing, but also convenient and comfortable. It is hard to put all the Gen Z decor preferences in one box, as their taste is characterized by a diverse blend of styles and eras.
As this generation explores various options, a surge of unique design choices have emerged. Here are some of the notable trends that reflect Gen Z’s style.
Cottagecore
To escape the hustle and bustle of modern life, the cottagecore decor gained popularity for its ethos of appreciating a slower pace of living. It romanticizes rural and countryside aesthetics, while also giving a nod to sustainable lifestyle. This decor strengthens connection to nature by incorporating grounding elements.
The cottagecore decor mainly consists of materials such as wood, jute, natural fibers, wool, and linen, forming the bedrock of its visual identity. This foundation is thoughtfully complemented by the soft, gentle hues of pastels and neutrals. Floral patterns are also a distinguishing hallmark, as they contribute to a garden-esque atmosphere. Furthermore, cottagecore places great emphasis on showcasing antiquities and whimsical elements, with the likes of crochet dolls, vintage tea sets, and antique embellishments.
The ambience is further curated with soft lighting and tactile experiences with textures like tufts, tassels, and embroidery. And of course, plants, to balance the rustic robustness of wooden elements, and bring a lush vibrancy to living spaces.
Interior designer Vivian Torres comments
Cottagecore stands out as a leading preference in home decor, amassing a remarkable 14.9 billion hashtag views exclusively on TikTok. And with Gen Z making jokes about being a ‘plant parent’ and the increasing popularity of biophilic way of living across generations, rest assured, this trend is here to stay and adored by many!
Also read: Biophilic bliss: Bringing the outdoors in
Old is new
Although the search for vintage is always on, these pieces have recently experienced a resurgence in popularity. Gen Z is fascinated by the authenticity and character that vintage pieces inject into modern spaces. Their renewed interest in the old is driven by a deep sense of nostalgia. From family heirlooms to thrifting, these one-of-a-kind pieces contribute to the personalization of their living spaces.
In addition, the act of repurposing and giving new life to pre-loved items also aligns with the environmental consciousness of Gen Z. Embracing vintage styles means veering away from the mass-produced and disposable culture, as individuals opt for timeless designs.
The appeal of vintage aesthetics aligns seamlessly with the increasing focus on sustainability. Beyond mere stylistic choices, the popularity of vintage and antique looks reflects a broader cultural shift, emphasizing the importance of heritage, and a more eco-conscious approach to consumption.
Dopamine décor
A term that has recently risen to fame, ‘Dopamine décor’ is based on the principle that the homes we live in should bring happiness and comfort. As the name suggests, it is an interior design that fosters positive feelings, enjoyment, and motivation. This design is all about bringing personalized elements to homes, specific to individuals. For instance, someone who loves being at the beach and surfing may adopt a coastal decor. Barbiecore has also been a breakout theme that made great strides this past year, and will continue to shine on!
Saniya Kantawala, principal designer and founder of Saniya Kantawala Design (SKD), talks about the essence of dopamine décor for Architectural Digest and says;
Dopamine decor is all about embracing boldness and quirks, and anything that brings unadulterated joy. Its initial focus was on whimsical decorations, unconventional shapes, soft hues, and striking patterns. However, this trend has evolved over time to become more refined and sophisticated. Its elements present an excellent mix of retro and modern style. Think vibrant, rich, or pastel hues, statement walls or decoratives, geometric patterns, pop culture references, and other objects of personal interests.
Gen Z is high on ‘embrace the cringe’ and they indeed don’t shy away from mix-and-matching. ‘Weirdcore,’ another trend that is widely adored by Gen Z, falls under dopamine decor where the focus is on joy-evoking, eccentric pieces.
Pinterest’s 2024 trends forecast reports search spikes in terms related to eccentric products; with ‘eccentric kitchen’ showing a hike of 160%, ‘eclectic kitchen decor’ 50%, and ‘retro pink kitchens’ 40%.
Our curation of squiggly products is right here for you to wiggle into.
Stunning silver
Gen Z is best known for being ‘digital natives,’ so it’s no surprise metal tones have once again gained great prevalence. Metal tones often mirror the sleek and futuristic designs found in tech gadgets. Moreover, the trend of finding nostalgia, including design aesthetics from the past, has been incredibly popular among this generation.
Chrome finishes, for example, evoke a sense of retro-futurism or cyberpunk, blending futuristic elements with a nod to the past.
The 2024 trends forecast report by Pinterest notes that cool silver tones and bold chrome are currently ‘so hot right now.’ The platform observed a 45% spike in searches of ‘aluminum furniture’, and a 70% increase for ‘aluminum door design’.
“Melty metallics will make their way into the mainstream in 2024 as people trade in their trusty neutrals for something a bit more hardcore. Gen Z and Millennials are driving this heavy metal aesthetic.”
Sydney Stanback, Pinterest’s Global Trends and Insights Lead, commented on the ascent of silver tones anticipated in 2024.
Check out Qalara’s silver-tone collection here.
Also read: Sterling silver sizzles across town
Conclusion
Across generational lines, the home decor preferences of Gen Z have exhibited a surprising harmony with those of Gen X and Millennials. While each cohort possesses its distinct design sensibilities, there is a noticeable convergence in the tastes of these diverse age groups. Pinterest has played a pivotal role in illuminating these shared interests, showcasing that certain contemporary styles and design elements resonate universally. For instance, the metallic tones have gained keen eyes of Gen Z as well as millennials. In addition, Gen X has shown interest in blending vintage and Western country style. The adoption of Gen Z’s home decor trends by older generations is a testament to the enduring nature of these aesthetics, suggesting that good design transcends age boundaries. Check out the full 2024 trend forecast Pinterest report here.
As Gen Z matures and becomes a significant force in shaping the retail industry, its impact on design preferences is also becoming increasingly apparent. This intergenerational dialogue in home decor signifies a broader shift in how aesthetics are perceived, with Gen Z’s contributions proving not only influential, but also indicative of a lasting impact on the evolving design trends worldwide.
~ Written by Yashvi
Raman
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