From ‘girl dinner’ changing food expectations to Gen Zers rethinking food-based indulgence and local diners opting for culture, history and heritage, eating and drinking are undergoing a seismic shift. Here are the top ten insights and behavioural shifts that got us talking in September.
🍽 ‘Girl dinner’ subverts foodie expectations – ‘girl dinner’ has emerged as one of the most impactful TikTok eating trends as people seek authenticity online and ditch rigid expectations of what mealtime should be. As social media and eating habits become increasingly intertwined, brands are using food trends to heighten exposure and reach new audiences.
🍕 Local diners opt for culture and legacy – as big cities across the globe transform, many hospitality businesses are struggling to survive. By adopting a strategy rooted in pop culture, history and a localised approach, brands like Joe’s Pizza are tapping into their customer's desire for comfort and familiarity that's transcending borders.
🍹 Gen Zers rethink food-based indulgence – with a taste for originality, sustainability, and global flavours, Gen Zers’ food and drink choices reflect a more conscious and socially-driven approach to their diets than older cohorts. But as the cost of living crisis has altered the way Gen Z indulge, relatable branded food content is targeting indulgent moments.
🎵 Vietnamese music goers tap into community radio – as more people in Vietnam engage with music in an audiovisual way, artists in the country are exploring multisensory music creation. Brands like Hanoi Community Radio offer artists the platform to create, experiment, and connect with global listeners looking for community in music.
🗞 Women seek consciously curated news – in response to negative news cycles and a click-bait culture of negativity, news avoidance is trending up as people feel overwhelmed and fatigued. With women turning away at faster rates than men, new media outlets are on a mission to help transform people's relationship with the media.
🛍 Fashion insiders shift the landscape – fashion consumers are looking closely at how brands and their narratives fit into their lifestyles, leading them to follow certain labels into new product categories. With community and culture driving shopping needs and consumer expectations, disruptor brands and big players are utilising insider mindsets in their brand strategies.
💸 Young TikTokers change financial narratives – 'girl math' logic has taken over TikTok as it offers young women respite from the pressure of the cost of living crisis, but the trend may be doing more harm than good in terms of financial literacy. However, the movement captures people's desire to talk through financial decisions and brands can nurture an openness towards seeking financial advice.
💞 Gen Z invests for a better quality of life – Gen Z's attitudes toward financial security, wealth, and investments differ from those of older generations. As research has found that Zers define the idea of wealth through experiences, passions, and a better quality of life rather than simply financial stability, personalized and values-based guidance from brands can give them the support they're after.
🌦 Indian weather influencers share hyperlocal forecasts – weather fanatics in India are gaining popularity online as they share information and track weather patterns in ways that government organisations and traditional media can’t. By taking matters into their own hands, these influencers show that people are seeking out evidence-based ways to tackle climate change.
💡 Tourists flock to French pharmacies – US TikTokers are praising French cosmetics sold in pharmacies including the more utilitarian ones designed for particular skin ailments. As social media platforms are a driver of beauty product discovery and consumption, brands old and new are engaging in the power of social media trends and user-generated content.
