When it comes to intergenerational dynamics, there is a clear gap between millennial culture and Gen Z youth culture.
A recent video, with 2 million views, has ignited a discussion, emphasizing the growing challenge for millennials to connect with the younger generation’s evolving cultural preferences and trends.
@iamrukiat.
The Rise of Millennials: Shaping Youth Culture
In the late 2000s and early 2010s, millennials took the lead in shaping and defining youth culture.
“During these times, we represented youth culture. We dictated what was cool. We set the trends in fashion, beauty, music, general pop culture, especially when analyzing how we were on social media, how we presented ourselves online.”
The content creator pointed out that millennials held sway over fashion, beauty, music, and general pop culture trends. Social media platforms played a significant role in how millennials presented themselves online, with Tumblr being a prominent hub.
Professional photography and meticulously curated profiles became the norm, creating an environment where the pressure to achieve the perfect aesthetic was palpable.
Kylie Jenner & The Millennial Look
Kylie Jenner, an American socialite and beauty business mogul, stands as a compelling testament to the influence of millennials in shaping pop culture.
“The reason why she [Kylie Jenner] struggles to connect with the current generation [Gen. Z] when it comes to her brand is because she has a very millennial look. She had to mature her image and assimilate into millennial likeness.”
Kylie had to adapt to the millennial aesthetic to establish her flourishing brand, embracing lip fillers, the “Insta-glam makeup” style, and other aspects associated with the millennial identity.
Gen Z Redefining Youth Culture
The video creator suggests a cultural shift occurred as the 2010s transitioned into the late 2010s and early 2020s.
“Gen. Z became the new representatives of youth culture. They now set the trends and dictate what is cool.”
Especially during the early days of the pandemic, a pivotal moment of divergence arose through the famous millennials versus Gen Z “skinny jeans debate.”
This trend infused humor and was a significant turning point, profoundly impacting their cultural trajectories.
Embracing Authenticity
The way Gen Z presents themselves online represents a stark contrast to the carefully constructed profiles favored by millennials.
“They prefer to use blurry digital cameras and post photo dumps on IG, and they have no issue making content on TikTok while looking messy and unpresentable.”
Gen. Z now opts for blurry digital cameras and photo dumps on Instagram, embracing a raw and unfiltered aesthetic. Platforms like TikTok have become a creative outlet for Gen Z, allowing them to make content while looking “messy and unpresentable.”
Gen Z’s Embracing Imperfection
Gen Z’s rebellion against the curated perfection championed by millennials is evident in their preference for curated imperfection.
“Millennials are all about curated perfection whereas Gen. Z are all about curated IMPERFECTION…”
The Fashion trends millennials once dismissed as “cringe” have made a comeback, such as the revival of Y2K fashion. Gen Z’s approach to makeup also diverges from the heavy highlighting and contouring of the previous decade’s Instagram culture.
They now embrace a clean and natural look, contrasting with the meticulously edited photos of the past.
Viewers Reaction
The video ignited a variety of reactions from viewers sharing their opinions on the matter.
One commenter shared, “Millennials come in two types my space millennial and the Instagram one. My experience is different than my sisters who are a 5-year gap.”
Moreover, another person commented, “As a 21 year old gen Z, I really taught myself during the pandemic to be myself instead of forcing the millennial look on myself even when I didn’t-“
How is Gen Z Reshaping “Beauty”?
According to an article on Paramount’s official website titled “How Gen Z is Changing the Face of Modern Beauty,” Gen Z is reshaping the face of the beauty industry, asserting their desires for more transparency, inclusivity, and authenticity from beauty brands and marketers.
This generation, the most diverse in history, commands significant purchasing power and tends to be hyper-conscious of their appearance, leading to increased demand for premium beauty products ¹.
Technology plays a central role in how Gen Z drives change in the beauty industry. With diverse beauty ideals, this generation demands inclusive product marketing that accommodates a range of skin colors, undertones, ages, and genders.
Young adults seek to express their individuality, authenticity, and diversity, aligning with beauty brands that resonate with their values of self-love and self-acceptance ².
For Gen Z, digital platforms play a significant role in their beauty routines. They often turn to online tutorials to learn how to get creative with their makeup.
Even with the convenience of online shopping, Gen Z still prefers in-store purchases to experience the products first-hand, demonstrating a desire for dynamic, engaging, and shareable experiences with beauty brands ³.
As the industry shifts to meet the needs of Gen Z, the face of modern beauty is becoming more diverse and dynamic than ever before, reflecting the bold spirit of this generation.
@iamrukiat I came out of my break to share my thoughts on the generational shift between gen z and millennials! It’s currently gen z’s world and we’re just living in it.. and I love that. I love how they have established their own identity and are the current taste makers and trendsetters when it comes to youth culture. Brands and companies also target gen z now because of how influential and important they have become. Millennials now assimilate to them rather than the other way round. I’m still on my break btw, just tryna get through final year! Will be properly back when in done!
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♬ Lo-Fi analog beat – Gloveity
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Martha A. Lavallie
Martha is a journalist with close to a decade of experience in uncovering and reporting on the most compelling stories of our time. Passionate about staying ahead of the curve, she specializes in shedding light on trending topics and captivating global narratives. Her insightful articles have garnered acclaim, making her a trusted voice in today's dynamic media landscape.
