Highsnobiety research suggests young people are less predictable than marketers think.
New canon. While the average Gen Zer may be drinking less and scrolling more, the coolest of the cohort—those who define future trends—are growing harder to impress. For brands, that means building generational clout isn’t about being everywhere, but showing up selectively.
Connoisseurs. Choosing intentionality over virality, Gen Z “Cultural Pioneers” are Connoisseurs. Spending more on hospitality, fitness, and wellness, they’re embracing low-key listening bars, natural wine, indie snacks, and unknown brands. Notably, 88% still socialize around alcohol.
Solo dolo. Buying aligned brands, 70+% believe bathroom products and groceries reflect their personalities. The majority also say beauty is becoming more central to identity, but with 63% seeking unconventional fragrances, their interest is less about perfection than self-expression.
Looking ahead: As algorithms flatten taste and strip meaning, trendsetters will trade traditional luxury for the niche, local, and unexpected. Flocking toward closed digital communities and phone-free IRL events while putting wellness first, Gen Z cool kids don’t optimize — they defy.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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