With the dawn of 2025 approaching, Gen Z Australians are taking a markedly different path compared to past generations, opting to abandon traditional celebrations like New Year's Eve. While globally many embrace the festive spirit with elaborate parties and fireworks, younger Australians are increasingly deeming the holiday as overhyped and stressful.
Maddi, writing for 9honey, reflects on the pressure of having the ‘perfect’ New Year’s Eve, citing, 'There’s so much focus on drinking and having the 'perfect' night, and I feel like it never lives up to expectations.' Despite the social media marketing glamour surrounding the night, many Gen Z individuals find the actual experience to be disappointing.
The anticipation leading up to December 31 has its appeal, but many members of the generation feel let down come midnight. Kathleen, another contributor, describes the challenges involved: 'From deciding whether to go see the fireworks at the Harbour Bridge... to deciding, finding, and booking a place to celebrate when most places would be booked out already, it’s just all too much.' This has led to widespread consensus among peers about the overwhelming nature of traditional New Year's festivities; it simply doesn't spark joy anymore.
What's more, personal anecdotes often overshadow the fun, as highlighted by Kathleen, whose New Year's celebrations were forever altered after her boyfriend’s best friend kissed her partner at midnight. This, alongside the usual overcrowded venues and overpriced parties, has driven the sentiment for alternative celebrations.
Traditionally, Gen Z's way of commemorations has pivoted toward simplicity. Gabby noted, 'The last few years, I've spent New Year's Eve at home with my family. We usually go to the local park to watch the fireworks and then have some drinks at home.' Many prefer this intimate experience, shifting away from grand gatherings to something more personal and meaningful.
A survey of contemporary habits indicates there's also been growth in New Year's Day celebrations as younger generations choose to commemorate the start of the year free from the haze of the previous night’s revelry.
Simultaneously, the beauty industry is witnessing significant influence from Gen Z trends. According to recent findings, teens and young adults are fuelled by social media's impact, with LVMH’s Sephora brand leading the way. McKinsey & Co. revealed, 'American Gen Zers said they planned to splurge on beauty products,' highlighting this generation as pivotal to the booming $550 billion global beauty market.
The expansion of beauty brand Sephora to include store-in-store sections at Kohl's marks remarkable growth, with sales projected to reach $2 billion by 2025. The Instagrammable nature of beauty routines, emphasized by TikTok and YouTube content, showcases Gen Z's desire for self-expression, albeit amid the potentially harmful ideals perpetuated through filters and perfectionism.
Yet, there’s concern as this demographic grapples with unrealistic beauty standards. Limited authentic opportunities for self-expression compel teenagers to chase aspirations cultivated within social media environments. Kristi Weaver from McKinsey advises brands to cultivate genuine connections with this audience to maintain relevance.
On another front, recruitment experts warn about growing hesitance among employers to hire Gen Z. Sarisha, sharing her experiences, commented on the lack of junior staff, questioning, 'Where are the grads?' She pointed out how diminished hiring of young talent stems from perceptions of risk when investing time and finances to develop the next generation of employees.
Employers have voiced concerns over Gen Z’s preference for frequent job changes. Roxanne Calder articulated, 'Gen Z employees are often seen as higher risk investments than other hires,' conveying the notion businesses prefer retaining established talent over investing resources for potential turnover. The generational approach to job expectations, often mismatched with employer needs, creates tension.
Interestingly, Gen Z's willingness to hop from job to job is seen as less dedicated but more opportunistic. This inclination pushes them toward seeking new perks and experiences, which sometimes culminate in short employment spans. Ben Neumann highlighted Gen Z’s mentality of viewing diverse roles as 'a rite of passage' rather than existing long-term.
Conversations around Gen Z attitudes show significant shifts being made, whether abandoning holiday traditions like New Year's or challenging beauty norms driven by social media. These changes reflect not just on personal choices but thread through workplace dynamics and brand cultivation toward authenticity.
Indeed, as Gen Z continues to carve their niche within cultural norms and industries, it marks the beginning of new expectations for celebrations, beauty, and career engagement.
