Gen Z and holidays: from the need for approval to the taste of authentic experience
Once upon a time vacations were shared in “real time”, story by story, post after post, with the fear of missing the perfect moment to share (and also a few likes). However, today, Gen Z is changing the rules: less FOMO, more carpe diem. Now, the journey is lived first, and then told: content comes later, selected and authentic. At the same time, tangible memories like photo books and magnets are making a comeback. Online and offline don’t exclude each other out, they complement one another, creating a new balance for storytelling filled with real emotions.
From Feed to reality
“If you didn’t post it on Instagram, did it really happen?” This used to be the mantra guiding Gen Z’s vacations. But now, there’s a shift happening: 81% of under-35s are aware of their smartphone addiction. According to the **Pinterest Mid-Year Trends Report, Gen Z is looking to reconnect with the world around them in every aspect: from the rise of nature-immersive travel to book clubs. It’s no coincidence that topics like “digital detox ideas” are trending up by 72% on Pinterest.
Tap into the moment
And what about social media? They remain essential:3 out of 5 young people still turn to digital content for inspiration on where to eat or drink. However, “real-time” posts are increasingly giving way to the memory dump: a carousel of photos and videos capturing the most authentic moments of a trip. Social storytelling isn’t disappearing, but its pace is shifting: people now post afterwards, once they’re back, focusing on breathtaking landscapes and culinary delights rather than self promotion.
The rise of the trend of soft life
There’s a growing tendency to fully embrace and enjoy the moment in an authentic way. It’s no coincidence that social trends are emerging to celebrate simplicity: a sunset, a pizza on the beach — in short, content that highlights genuine moments, best enjoyed without filters.
Printed memories are back!
This desire to fully experience the moment also leads to a craving for physical, tangible memories. Hence the comeback of photo books and magnets.
43% of young people aged 18-27 regularly print their digital photos in physical format ****, to keep their vacation memories alive and vivid. Because if it's true that happiness lies in the little things, that moment should stay clearly imprinted in our minds (and hearts). A printed photo, a magnet on the fridge, or a memory shared later holds a different kind of value—they spark pure emotion.
What about brands?
As Gen Z changes the way they live and share their vacations, brands must also adapt their language:
-more space for campaigns that celebrate authentic experiences
-content that lives both online and offline
And how does your brand tell its story? * research Unipol x KKIENN
** Pinterest Mid Year trends report
*** Opus (On premise user survey) global survey, conducted by Cga by Niq, and reported by Gambero Rosso
**** A survey conducted by OnePoll, commissioned by Haven Holidays, and reported by The Sun