For Generation Z, the measures of success and identity manifest in ways that often confound older generations.
Image: Polina Tankilevitch/pexels
A distinct generational shift is unfolding, one in which different generations are measuring success.
While baby boomers and millennials may still admire new cars and large homes as indicators of wealth, Gen Z has carved out its own definition of status, heavily intertwined with cultural trends, environmental consciousness and the ever-present influence of social media.
Amidst the complicated tapestry of economic challenges and vibrant cultural shifts, let's delve into five pivotal lifestyle trends that are shaping the identity of Gen Z in South Africa:
1. Thrifting
Thrifting has become the holy grail for Gen Z. Unlike previous generations, who often valued brand-new items, Gen Z sees thrifted clothing as stylish and unique.
Shopping at thrift stores not only allows them to find one-of-a-kind pieces but also it supports sustainability. The thrill of the hunt makes thrifting a fun and rewarding experience.
Cape Town’s Woodstock Market and Johannesburg’s 44 Stanley have become treasure troves for designer gems at a fraction of the price. But if you are even thriftier... you know the more hidden gems and charity shops. It’s not about wearing expensive brands head-to-toe anymore it’s about finding unique pieces that scream individuality.
According to ThredUp’s 2023 Resale Report, second-hand fashion is expected to grow 127% globally by 2026 and South Africans are catching on.
2. Social media followers
For Gen Z, the number of social media followers can be a significant status symbol. Having a large online following, especially on platforms like TikTok and Instagram, can lead to influencer opportunities and brand partnerships. This digital presence often reflects popularity and social standing, making it a key focus for many young people today.
3. Mental health awareness
I absolutely love how vocal Gen Z is about mental well-being. While boomers and millennials may not prioritise mental health in the same way, Gen Z places a high value on mental wellness. They advocate for open conversations about mental health and self-care. Sharing these journeys on social media can be a status symbol, showcasing vulnerability and strength.
4. The expensive smartphone craze: is your NSFAS allowance funding that hand ornament?
Let’s talk about the elephant in the room: the iPhone obsession. Owning an classy, expensive smartphone has become a status symbol and it seems like everyone, from university students to young professionals, is willing to sacrifice almost anything to get their hands on the latest model.
It’s no secret that some students are using their NSFAS book allowances to buy high-end smartphones instead of textbooks and honestly, who’s surprised? In a world dominated by Instagram and TikTok, having the right tools to create content is almost a necessity.
But at what cost? South Africa’s youth unemployment rate sits at a staggering 62.1%, according to Stats SA, and yet, the pressure to keep up appearances is real.
If you’re using your smartphone to launch your influencer career or side hustle, maybe it’s an investment. If not... well, those textbooks might come in handy after all.
Sustainability is a major concern for Gen Z. They prefer brands that prioritise eco-friendly practices and products.
Image: RF._.studio _/pexels
5. Eco-friendly products
Sustainability is a major concern for Gen Z. They prefer brands that prioritise eco-friendly practices and products. Using reusable bags, buying from sustainable brands and supporting ethical companies are all seen as status symbols. This generation believes in making choices that benefit the planet, setting them apart from older generations.
6. The stay-at-home girlfriend
In Cyril Ramaphosa’s economy, where job opportunities are scarce and burnout is real, the idea of being a stay-at-home girlfriend (or wife) is becoming more appealing. Whether it’s sipping matcha after doing pilates or vlogging your daily routine, this lifestyle is all about embracing a slower pace.
The rise of content creation platforms like TikTok and YouTube has made it easier than ever to monetise your life and the “tradwife” aesthetic thinks soft make-up, neutral tones and domestic bliss are trending.
While some criticise this lifestyle as regressive, others see it as a form of liberation. Why work a stressful 9-to-5 when you can create content, focus on your health and maybe even become the next vlogging sensation?