3 Gen Z Trends Marketers Should Watch in 2024

2. Fashion, beauty and expression will get more weird and wonderful

Gen Z now make up more than 40% of Pinterest’s 482 million active monthly users, and are the platform’s fastest-growing demographic.

And according to Pinterest’s 2024 Not Yet Trending report, Gen Z are about to get even more weird and wonderful with their fashion and beauty sensibilities than in 2023, where Y2K and girly aesthetics dominated (that might have had something to do with a certain pink movie).

For one, aquamarine makeup is back and bolder than ever. In 2024, Gen Z and millennials will find new ways to incorporate this ’60s staple into their beauty routine, with searches for “blue eyeshadow aesthetic” and “aqua makeup look” up a respective 65% and 100%.

Beauty and baubles will get bigger, bolder and puffier in 2024. Gen Z will opt for styles that match their “fluffy hair” aesthetic and sculptural jewelry, according to Pinterest. Searches for “chunky hoops” have increased 45% recently, while “wavy perm men” queries are up 50%.

Bows and jelly-inspired vibes (think jellyfish haircuts and lamps) will also be in for 2024. So too will an “eclectic grandpa” dress code. Dubbed grandpacore, the style will be embraced by Gen Z and Boomers alike via retro streetwear, chic cardigans and customized clothing.

Pinterest’s global head of consumer marketing Sara Pollack said there was a thread of maximalism and fun running through 2024’s trends.

“Younger consumers want to get the most out of everyday life and moments these days; they want to turn the everyday into something special,” she said.

“They want to surround themselves with an aesthetic that makes them happy. Something that connects everyone on our platform is this desire to create a life that they love, whether it’s what they’re wearing, what their house looks like or the trips they want to take. They want to maximize every moment.”