Culture Next
2024 Culture Next:
Top Gen Z Trends
How Gen Z is your streaming?
Discover which trend from this year's Culture Next Gen Z Trend Report matches your vibe, or skip ahead to explore them all.
Trend 1: Blendships
Zs aren't just craving deeper connections with friends and romantic partners—they expect more from brands too. By hosting an IRL branded event or surrounding some of Zs' favourite social features on-platform, like Spotify Wrapped, brands can add tangible value to their lives.
Trend 2: Playlist Diary
Like music and podcasts, brand preferences that Gen Zs adopt during these formative years will be their loyal “go-to’s” for life. Spotify transforms once-lost or “in-between” moments (like doing chores or driving to work) into opportunities for profound introspection or learning. Place your brand at the centre of these moments with ads across devices and formats.
Trend 3: Mainstreaming
Think like a fan, act like a creator. As Zs embrace the mainstream, they expect brands to tune into—and add value to—pop culture conversations. Show up like a fan on Spotify by amplifying Creator-centric content or by surrounding the mainstream music and podcasts that Zs are flocking to.