Lifestyle
Majority Of Gen Z And Millennial Women Embrace A Summer Persona, Survey Finds
From “Coastal Cowgirl” to “Tomato Girl,” younger women are shaping their summers around viral aesthetics — and taking those identities beyond social media into real life.
A new survey of 2,000 U.S. women in Gen Z and millennial age groups found that 74% say they have adopted a summer persona this year, with most (91%) believing it reflects their truest self. The survey, conducted by Talker Research for Jamba, also shows these curated vibes are influencing everything from vacations to meals, fashion and social plans.
One in three respondents (33%) reported planning a summer trip around their chosen aesthetic, and more than half (59%) coordinate their outfits to match.
“We know that todays consumers are curating their summers around fun, viral personas and were always looking for creative ways to meet fans where they are,” said Kate Morgan, Vice President of Marketing at Jamba. “This summer we’re looking to celebrate these identities with feel-good flavors.”
Among the personas surveyed, “Grandmacore” — a cozy, vintage-inspired vibe — emerged as the most popular at 22%, followed by the beach-meets-western “Coastal Cowgirl” aesthetic at 20%. Seventeen percent identified as “Pilates Princesses,” favoring wellness routines and clean, matcha-forward flavors, while 14% embraced the Mediterranean-inspired “Tomato Girl” trend known for its bold, colorful food and romantic aesthetic.
The survey also revealed distinct lifestyle habits tied to each persona. Pilates Princesses were most likely to plan outfits to match their vibe (76%) and read the most books over summer (seven on average), while Coastal Cowgirls treated themselves to the most summery drinks (10 weekly) and hosted the most themed gatherings (54%). Tomato Girls were the most likely to photograph and post meals and drinks on social media (23%), and Grandmacore fans gravitated toward hearty fare like barbecue and seafood boils.
TikTok inspired the most summer personas (44%), followed by Instagram (36%) and Pinterest (32%). Across all groups, 75% said their chosen vibe influences their overall lifestyle, with 34% citing it as a creative outlet for self-expression.
The findings highlight how viral aesthetics are shaping both online and offline experiences — and how brands are responding to celebrate these cultural moments.
