Current Summer Trends - Women 17-23


To determine a set of current trends seen in the women 17-23 demographic and develop a connection on how those things relate to safety concerns for those women.

Early Findings

Generation Z represents those who were born between 1995 and 2015, putting their current maximum age at 24. For purposes of this research, Gen Z will be used to include those between the ages of 17 and 23.

General Gen Z Trends


  • Gen Z has its own dialect and if marketers want to communicate with them, you need to become fluent. It’s an emoji world and Gen Z is living and flourishing in it like the face with tears of joy, red heart, loudly crying face, heart eyes face, face throwing a kiss, or face with rolling eyes.
  • Gen Z wants to personalize their purchases.
  • Make your product Instagramable.
  • Brand marketers should focus more on how to customize their paid or sponsored content specifically for a channel like Instagram or Snapchat so that it naturally and authentically integrates into users' feeds and they will be more likely to engage with it. Today, too many brands are taking a screaming commercial approach and that will backfire with Gen Z.


  • The availability of flexible and on-demand access to TV shows and films is something that resonates strongly with these young internet users. And mobile is quickly catching up with televisions as Gen Z’s most popular device to watch any type of TV, including live, on-demand and subscription services. Although it is only 6% that say they never watch live television on a TV channel, this is still 1.4x more likely than the average internet user. Just 54% of Gen Zs pay for a subscription TV service, putting them 9% behind the average. This is an audience who have come to age in a time when it’s normal for content and services to be available on-demand, and having the likes of Netflix and Amazon Prime Video, they have a wide selection of relatable and relevant content available to watch at any time. This trend of having the ability to watch multiple episodes at any one time isn’t just seen with Gen Z though; they only slightly over-index for saying they regularly watch back-to-back episodes.
  • The abundance of choice when it comes to brands and products appears to overwhelm Gen Z, with 60% feeling that too much on offer makes it harder to choose. Consequently, this could be a win for brands that can tailor products to individual needs, with 69% of respondents having a preference for bespoke products.
  • Gen Z consumers are not hedonistic and are more likely to care about family than partying with friends.


  • Bolster your final deliverable with proprietary research from Frost & Sullivan. This report titled Generation Z as Future Customers, Forecast to 2027 can be purchased in its entirety for $6000, though portions of the report (including a section specifically titled Trends Shaping Generation Z can be purchased individually starting at $2,303.39). Highlights from this report include "Brands will no longer be the focal point for a generation that is shaped by constant connectivity and ready access to information, and receptive to non-formal channels of communication. Gen Z customers will be more comfortable with the idea of autonomous technologies and robots, given that they are the first generation to be born in the Internet and technology era." and "the key social, technological, economic, environmental, and political trends shaping Gen Z". Please indicate in the comments of your reply if you want to add this proprietary research to your project.

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