Generation Z trends and financial habits driven by social media

Social media platforms are significantly influencing the behaviors and financial habits of Generation Z. In Oviedo, approximately 500 young people gathered at Campo San Francisco to participate in 'aura farming,' a trend involving dances, poses, and gestures derived from social media and video games to gain social standing.

Beyond social trends, TikTok has emerged as a primary source of financial education for younger demographics. According to a World Economic Forum report, roughly 30% of individuals born between 1997 and 2012 invest in the stock market before receiving their first paycheck. This rate is notably higher than that of Millennials (15%) and Generation X (9%). Many young investors utilize short-form video content to learn about indices like the S&P 500 and Ibex-35 as a means to protect their capital against inflation.