Instagram has released its year-end study, sharing insights on how India’s Gen Zwill be trendsetters in 2024, influencing culture on the video-sharing platform. From diverse food trends to a strong focus on career and personal growth, Indian users prioritise unique interests with their active participation in fandoms. The study also emphasised their distinct impact on global culture.and here are the key takeaways:
Gen Z in India leading from front
Every year in December, Instagram unveils the trends from the passing year and this time, the company is sharing insights on how Gen Z will influence culture in 2024. As per the study, Gen Z in India is leading the trend game prioritising careers to being super on point with meme preferences, and exploring a variety of food flavours.
India’s Gen Z embrace, explore emerging trends
In various realms, which include food, beauty and fashion trends, Indian Gen Z have shown an inclination to embrace and explore emerging trends, the study found.
“From ayurvedic ingredients to vegan products, plant-based meats and adaptogens, GenZ in India are most excited to try diverse food and ingredients,” it said.
Gen Z In India are more career oriented
In contrast to other nations, Gen Z in India has a stronger focus on their career pursuits. Their other top priorities include staying healthy and travelling as their top priorities. About 43% hoped that 2024 will be their self-improvement era and as compared to other countries, Gen Z in India also believe starting their own business is the best way to achieve wealth.
Strong meme-game matters
The primary methods to connect with someone on Instagram include sending memes, liking feed posts and interacting with Stories. The study suggests that for Gen Z in India, meme preferences hold more weight than people realise as nearly a third of Gen Z respondents in India picked ‘bad taste in memes’ as their top turn-off!
Greater enthusiasm for fashion trends
Among various regions, Indian Gen Z demonstrates a greater enthusiasm for creatively showcasing fashion trends, highlighting growing popularity of trends like GRWM (Get Ready With Me) and thrifting.
About 44% of Gen Z in India are interested in DIY (do-it-yourself) and wearing clothes in unexpected ways and a fourth of GenZ said their favourite beauty trend is getting a new hairstyle.
Most Gen Zs in India believes in fandom culture
The study found that 9 out of 10 GenZ in India consider themselves part of a fandom and India has the highest percentage of sports superfans, as compared to Gen Z from other countries.
Top three fandoms
Music: BTS army, Swifties, AR Rahman, Shreya Ghoshal and Anirudh
Gaming: Minecraft, Fortnite, Call of Duty and Roblox.
Sports: Indian Cricket Team, Barcelona, Real Madrid, Royal Challengers Bangalore and Chennai Super Kings.
Relatability is priority
What Gen Z wants most is relatability – be it from celebrities, athletes or creators. While this holds true globally, Indian Gen Z specifically looks forward to more content with life advice, more everyday ‘day-in-the-life-of’ content and content about their professions.

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