Not long ago, marketers referred to Gen Z as future customers, the ones to watch and wait for as they grew up.
Today, Gen Z are the ones driving the conversation, influencing what we eat, buy, how we travel – and the spending that comes along with it.
Gen Z have become a powerful consumer group, projected to spend $12.6 trillion globally by 2030. Brands clearly can’t afford not to pay attention.
So, what are Gen Zers chatting about online?
We used Brandwatch’s Social Panels to dig into generational data across X and Reddit between January 1, 2024 and March 31, 2025. In this blog post, we unpack Gen Z’s conversations around food, drinks, travel, and retail.
Here’s what trends in these conversations.
Trend #1: Gen Z link food, well-being, and self-care
Wellness is a major focus for Gen Z, and many are working to build a healthier, more intentional relationship with food and beverages.
In food-related discussions, Gen Zers are telling a clear story – one where food becomes a way to reset, refocus, and restore balance. From drinking less alcohol and staying hydrated to choosing healthier meals and embracing fasting, self-care is a consistent theme.
Mentions of fasting in food-related conversations rose 64%, while broader discussions around diets and fasting climbed 91%, reaching 40k mentions. Some Gen Zers even credit fasting with helping them stay focused and boosting their productivity.
But there’s another side to the story. While many conversations revolve around healthy habits, some expose a more complicated – and at times concerning – relationship with food. Hashtags like #SkinnyTok – which TikTok recently restricted due to concerns over extreme thinness and disordered eating – have drawn criticism for promoting harmful behaviors disguised as self-care. Gen Z’s openness about food and health is powerful, but it also means wellness trends can blur the line between helpful and harmful.
At the same time, many Gen Zers are shifting focus inward – paying close attention to how food makes them feel, not just how they look. They are reflecting on how different foods impact their mood and mindset, often sharing a desire to let go of habits that no longer serve them.
Cravings, which surged 7% to nearly 14,000 mentions, highlight a pandemic-era impulse fueled by easy access through delivery apps.
Yes, the real shift lies in how a growing number of Gen Zers are approaching cravings – with mindfulness. Mentions of healthier alternatives to satisfy cravings surged 171%, reflecting a move toward more balanced choices that don’t sacrifice well-being.
Gen Zers are openly connecting food with mental health and emotional wellbeing, sharing candid conversations about cravings and mindful eating as essential parts of their self-care routines.
What this means for brands
This is your chance to meet Gen Z where they truly are: seeking food experiences that nourish both body and mind. Brands that craft products and stories around emotional wellness, mindful indulgence, and authentic self-care won’t just catch their attention – they’ll earn their trust and loyalty.
Forget selling just a meal or snack; offer a ritual, a reset, a moment of calm in their busy lives. That’s how you move from product to purpose in Gen Z’s eyes.
Trend #2 Gen Z crave shareworthy food experiences when traveling
We’ve already covered how food ranks high among Gen Z’s priorities. In fact, it is also the second-most talked-about topic when they chat about travel too, with over 47k mentions across X and Reddit.
For Gen Z, food is an essential part of the travel experience – one they’re eager to document and just as excited to see others post about.
This generation is craving shareworthy food content, whether it's a glowing restaurant review, a mouth-watering sandwich shot, or a story that sparks real emotion and engagement on social.
When a meal creates an emotional connection – whether it’s a celebratory family dinner, a bonding moment, or a cultural food discovery – it's no longer just food. It becomes a memory.
What it means for brands
To capture Gen Z’s attention and loyalty, travel brands need to offer memorable, shareworthy food experiences that spark joy and social buzz. With travel feeds full of stunning food moments, the message is clear: if it’s not worth posting, it might not be worth experiencing.
Trend #3 Shoes take the spotlight in Gen Z’s fashion conversations
Gen Z aren’t just fashion-conscious – they’re leading the conversation. Over half (53%) of their retail-related mentions are about fashion and apparel, totaling more than 1.2 million posts across X and Reddit. That’s more than any other generation.
But within those fashion conversations, one category walks ahead of the rest: shoes. Footwear was the most-mentioned clothing topic among Gen Z, with over 159k mentions. From nostalgic posts about childhood sneakers to bold statements made with funky colors and unusual silhouettes, this generation isn’t shy about putting their best foot forward – online and IRL.
Our research shows that Gen Z often consider shoes as a symbol of identity and self-expression, and some of these mentions are deeply personal.
This highlights an important perspective: a look down at someone’s shoes can tell you more than just their taste – it can hint at their values, their mood, and even their past.
What it means for brands
Shoes aren’t just a style statement for Gen Z – they’re a personal story. To resonate, brands should move beyond showcasing the product and lean into the emotional layer – through storytelling, nostalgia, or self-expression. Don’t just sell the style; sell the story behind it.
Want to dive deeper into generational trends?
Whether you’re looking for inspiration for your next campaign, want to better understand your target demographic, or are just curious about what different generations are saying about different topics, this report has you covered.
We analyzed millions of social mentions to uncover how each generation is shaping – and reacting to – trends in retail, food, health, and travel. Inside, you'll find the insights marketers need to stay relevant and resonate with every age group.
