The Winter Arc: How Gen Z is transforming winter into the new season of self-improvement

This blog was written by Gaeun Woo, intern at Pion.

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In 60 seconds: 

• By embracing change now rather than waiting for New Year's resolutions, Gen Z is reimagining winter as a time for self-improvement with TikTok's Winter Arc challenge.
• Gen Z sees winter as a season of transition, abandoning the old "wait until spring" mentality and embracing change in their own unique way.
• During the winter, Gen Z works on both inner and outer growth through popular practices including digital cleaning, setting boundaries, focusing on physical health and fitness, and developing a "glow-up" mindset.

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Winter has historically been a season for energy conservation and cocooning, but Gen Z has turned that script on its head with what they're referring to as "The Winter Arc." The wait-until-spring mindset is being replaced with immediate action, and this new TikTok trend is redefining winter as a great time for self-improvement. 

Now, Gen Z is embracing the peaceful months of winter as the ideal setting for personal development, rather than delaying resolutions until January. 

In this blog, we take a closer look at the emergence of the Winter Arc, explore how it's changing seasonal thinking, and ask what it means for brands trying to reach Gen Z consumers.

What is a Winter Arc?

The Winter Arc challenge began as a TikTok sensation, when creators encouraged their fans to alter their lives for the better in the winter instead of waiting until the new year. Influencers and creators are sharing videos with the hashtag #WinterArc,capturing their seasonal betterment, such as decluttering their digital lives, setting boundaries, increasing their physical activity, or making a commitment to mental health activities. As the temperature drops, the inner and outer glow ups begin. 

This movement, which exercises self-control, development, and genuineness, strikes a deep chord with Gen Z's desire for holistic self-care.

Why winter?

Why, then, is winter becoming such a desirable time of year for reinvention? 

Well, the Winter Arc fits in with a broader cultural trend that stresses self-improvement throughout the year, which Gen Z finds especially appealing. This generation places a high importance on self-expression, mental wellness, and defying social norms, including the old "hibernate and wait until spring" mentality. Gen Z has made winter an active season rather than a lazy one: they approach change on their own terms and avoid the stressful atmosphere of New Year's resolutions by getting started early. 

In a season that often focuses on fortifying oneself, it’s the pinnacle of self-empowerment.

Themes and trends of the Winter Arc

The Winter Arc movement has given rise to a number of sub-themes, each of which promotes a distinct kind of wintertime renewal. Here are some of the key trends that Gen Z is exploring during their Winter Arcs:

Digital decluttering

A lot of Gen Zers are taking advantage of the winter break to tidy up their online profiles, remove outdated emails, and arrange their digital spaces. Ultimately, it all comes down to beginning the new year fresh and less overwhelmed.

Setting boundaries

The festive season always brings with it a flurry of social engagements, so establishing boundaries is essential for mental wellness.  Now, Gen Z is focusing on quality time over quantity and understanding when to take a solo break.

Physical health

By starting workout routines early, whether at home, the gym, or in the great (albeit cold) outdoors, Gen Z is also shifting gears toward health during the winter. The objective is to feel stronger and more self-assured on the inside as well as to develop physically.

Mental health

The goal of the glow-up is to feel and look better as part of a balanced lifestyle, not merely to improve appearances. Gen Z is deciding to invest in real self-care this winter through self-care rituals, clothing upgrades, and skincare routines.

Winter Arc style: Autumn/Winter 2024 fashion trends UK

There’s one sector that’s a hot topic when it comes to the Winter Arc: fashion. So it’s time for a sector spotlight.

This season's fashion trends perfectly reflect the idea that the Winter Arc is a period for both external and inward transformation: the UK's F/W 2024 fashion trends speak to the concepts of personal development and self-renewal found in the Winter Arc. This season's wardrobe is all about balance and self-expression, with everything from warm layers that complement wintertime wellness practices to striking, empowering styles.

• Oversized comfort

Support both physical and emotional wellness and embrace the "glow-up" with loose-fitting pants, puffer jackets, and oversized sweaters that combine comfort and flair.

• Sustainable layers

This season's styles also emphasize eco-friendly materials and layered designs that transition from indoor to outdoor wellness activities, in line with Gen Z's rising emphasis on sustainability.

• Empowering neutrals

The energizing energy of the Winter Arc goes well with earthy hues and neutral tones - an outer peace reflecting their inner peace.

How can brands tap into the Winter Arc trend?

For marketers looking to engage with Gen Z, it’s essential to comprehend their Winter Arc mindset. Here are some suggestions for brands looking to capitalize on the Winter Arc trend:

Mental health and wellness apps

Create campaigns centered on self-care and mental health maintenance, providing winter-specific meditations or habit-building tools.

Fitness brands and outdoor equipment

Promote Gen Z's fitness objectives by emphasizing the importance of embracing the weather or developing comfortable inside routines. This is a great place for health products like weighted blankets and at-home workout equipment, or fitness sessions that are only offered in the winter.

Skincare & self-care goods

To help Gen Z feel revived and invigorated even during the colder months, promote self-care goods as a component of a "winter glow-up" routine. Beauty items for at-home spa days, opulent self-care kits, and seasonal skincare all fit in with the Winter Arc's aesthetic.

Fashion trends

Connecting with the Winter Arc and 2024 F/W fashion trends offers marketers a great chance to interact with Gen Z during a time when internal transformation is the focus. Brands can connect even more strongly with this vibrant, adaptable audience by fusing fashion with personal growth.

Winter's role as a season of transition

The Winter Arc symbolizes a cultural change, transforming winter from a time of survival to one of growth. This kind of thinking empowers Gen Z, and now, they’re redefining winter as an opportunity to thrive rather than retreat. 

Basically, don't be shocked if you see more blogs on productivity, glow-ups, and self-improvement this winter: Gen Z is demonstrating to us all that winter is a time for change and that we don't need to wait until spring. Join the campaign and embrace the Winter Arc!

Want to know more about the rise of experiential marketing and how you can get involved? Get in touch to learn more. 

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Gaeun Woo was born in South Korea. She moved to Shanghai, China, at the age of 14 and graduated from the British International School. She is a student at Yonsei University in Seoul, Korea studying Cultural Media. She went to Michigan State University as an exchange student in April. In her spare time, she loves listening to music and watching a movie. She is currently into watching musicals in London.

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