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What Were Gen-Z’s Habits Examined In VSCO’s “Year In Review”?

The 2020 “Year in Review” report has just been published via VSCO in conjunction with JUV Consulting. The report researches the habits of Gen-Z users, which it’s worth noting that up to 75 percent of the VSCO’s 100 million daily active users are below the age of 25. The VSCO/JUV conducted survey sifts through VSCO’s data and calculates the findings into a detailed description across a broad range of categories.

 

As the dumpster fire that is 2020 progressed, many people redirected their attention to move towards creative projects with the addition of spending more time towards self-care. The study examines the categories of photography, beauty, culture, wellness, content creation, fashion, art, entertainment, and social activism.

 

Further information on the habits of VSCO users can be found at the VSCO Lens, though the breakdown can be summarized as:

 

When asked what was most important in helping them get through 2020:
-34% said finding ways to be creative (e.g. Through baking, tie-dying, photography, playing music, drawing, experimenting with makeup, writing, etc.)
-32% said finding ways to stay connected with family and friends (e.g. With Zoom calls, FaceTiming, texting, spending time on social media)
-19% said finding ways to practice self-care, (e.g. Through staying rested, exercising, creative rituals, spending time outside)
-14% said finding ways to be politically active, (e.g. With protesting, phone banking/text banking, writing letters to voters)

When asked what they invested in to bring joy and positivity to their lives in 2020, Gen Z said:
-59% spent money on clothes
-57% spent money on skincare products
-44% spent money on entertainment/streaming services
-30% spent money on social media apps
-28% spent money on art/crafting supplies

When asked what fashion and beauty brands they think are the most inclusive and representative, Gen Z said:
-Fenty (44%)
-Savage X Fenty (29%)
-Aerie (29%)

We also asked Gen Z what beauty and fashion items they couldn’t live without in 2020 – with skin care taking top priority:
-Moisturizer (44%)
-Face wash (43%)
-Face masks (25%)

When asked what they’ve spent money on to find more joy or positivity, Gen Z focused mostly on food, clothes, skincare, and entertainment:
-65% said food/dining
-59% said clothes
-57% said skincare products
-44% said entertainment/streaming services
-42% said tech gadgets
-36% said day trips with friends
-34% said stay-at-home activities like game nights/cooking/movie nights with friends
-30% said social media apps

In 2021, these are the top cultural tendencies Gen Z wants to see less of:
-Cancel culture (24%)
-Violence (22%)
-Performative activism (19%)

The top brands/companies Gen Z most want to work for were:
-Google (18%)
-Apple (8%)
-Fenty (8%)

 

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