Young money: How my generation is reshaping investing
A rockstar internship at Econopolis
As a 22-year-old with a passion for financial markets, I am always on the lookout for companies shaping the future of our economy. During my internship at Econopolis, I have the opportunity to dive deeper into investment research, analyzing businesses that are not only financially sound but also align with sustainable and forward-looking trends. In this blog, I will explore companies that have gained significant attention in recent years—whether through innovation, strong financial performance, or their growing appeal among my generation.
From lockdown to liftoff: How COVID-19 shaped my investment lens
A defining moment for me was graduating high school and starting college during the COVID-19 pandemic. This period forced my generation to adapt quickly, relying on digital tools like Microsoft Teams and Zoom for our lectures. It was a clear example of how certain companies can suddenly become essential, shaping the way we live and work. For example, Duolingo and Coursera gained popularity as more people turned to digital education. Meanwhile, companies like Match Group (Tinder), saw increased engagement as online social interactions became more common.
Even Hims & Hers Health or Olaplex, companies focusing on Gen Z and Millennials, benefited from the growing demand for online healthcare solutions. Another example is Douglas, a German beauty companies which has gained serious traction among Gen Z on the Belgian markets.
From Bpost to Buy Now: Inside the E-commerce boom
During weekends, I worked as a student at Bpost, where I saw firsthand how e-commerce surged during the pandemic. With fewer in-store shopping opportunities, companies like Zalando, Ceconomy (MediaMarkt), PDD Holdings (Temu), and Alibaba saw massive growth. Even non-listed retailers like Coolblue and Primark benefited. ASOS and ALO yoga also built a loyal Gen Z following through influencer marketing and fast fashion.
Younger consumers expect everything instantly—whether food, clothing, or groceries. Just Eat Takeaway (expected sale), Uber Eats, and DoorDash have become essential, particularly for students and young professionals who prioritize speed over cooking. Contrary to this we find companies like HelloFresh gaining traction as this are easy alternatives to grocery trips. This same mindset extends to shopping habits, where fast fashion brands like Shein (expected IPO), H&M, and Inditex (Zara) use data-driven production to capitalize on micro-trends before they fully emerge. However, Gen Z is also driving a shift toward more second-hand and circular fashion, with platforms like Vinted (private) and brands like Patagonia (private) or Allbirds gaining traction as sustainable alternatives. Retailers like Best Buy have adapted to Gen Z’s demand for seamless online shopping and instant pick-up. Even snack brands like Doritos and Cheetos (both by PepsiCo) stay relevant through introducing new flavors and fancy marketing campaigns.
Beyond the gaming console: How Gen Z blends gaming, investing, and community
Beyond school and work, the pandemic also changed how we stayed connected socially. With in-person meetups being restricted, platforms like PlayStation (Sony) became a daily norm for my friend group, keeping interactions alive through gaming. This naturally heightened our excitement for new game releases and the companies behind them. Publishers like EA (FIFA), Ubisoft (Rainbow Six Siege), Activision Blizzard (Call of Duty) and Roblox saw their relevance grow as gaming became the way to stay in touch. Even today, gaming remains a major part of our social lives, with the upcoming release of Grand Theft Auto VI (GTA 6) generating massive anticipation. Developed by Rockstar Games and published by Take-Two Interactive, the game has been a hot topic in my generation, proving how influential gaming franchises continue to be in shaping entertainment and digital communities.
While gaming has remained dominant, a newer trend among Gen Z is the rise of game-adjacent social platforms. Discord, initially created for gamers, has evolved into a mainstream community hub, hosting everything from financial trading groups to study networks. Another example is Reddit, which gained massive attention during the meme stock craze of 2021 but remains a powerful platform for niche communities, including Gen Z investors and gamers.
Fitfluencers & functional drinks: The business of Gen Z fitness
As restrictions gradually lifted, many of us were eager to return to fitness, driving a surge in gym memberships at companies like Basic-Fit and Jims (Colruyt). This shift also fueled demand for athletic wear and footwear, with companies like Mips AB, Nike, Adidas, Lululemon, Under Armour and Gymshark (not public) seeing increased interest as people prioritized active lifestyles.
Music played a key role in training motivation, with platforms like Spotify and Apple Music becoming essential companions for workouts. Celsius Holdings, a fast-growing energy drink company, has exploded in popularity, with Gen Z embracing its fitness-oriented branding as an alternative to traditional energy drinks like Red Bull and Monster. Another notable player is PepsiCo, the maker of Gatorade, which continues to dominate the sports drink market while adapting to Gen Z’s preference for functional beverages.
TikTok made me buy it: The rise of influencer-driven brands
Social media has notably reshaped the way businesses engage with consumers, with platforms like Instagram and TikTok emerging as dominant forces in digital marketing. As users scrolled more than ever, brands capitalized on targeted ads, influencer partnerships, and viral content to drive engagement and sales. While Instagram operates under publicly traded Meta, TikTok remains privately owned by ByteDance, yet its influence on marketing strategies and consumer behavior is undeniable. Beyond engagement, social media has also become a powerful launchpad for influencer-driven brands. Platforms like YouTube (Google) and Twitch (Amazon) have fueled the rise of celebrity-backed businesses, leading to explosive demand for products such as MrBeast’s Feastables chocolate and Logan Paul & KSI’s Prime energy drink—despite not being publicly listed.
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In the coffee space, Dutch Bros has become a Gen Z-favorite in the U.S., positioning itself as a community-driven alternative to Starbucks.
Viral challenges, influencer partnerships, and customer-driven content helped build its cult-like following. Established firms like Ryanair’s viral social media strategy has helped the airline gain massive Gen Z engagement, while fashion brands like Nike or LVMH leverage influencer marketing to stay relevant.
Swipe, tap, invest: The new era of digital finance
Younger generations are investing earlier than ever but in a very different way than older investors. While the meme stock frenzy of 2021 has cooled, mobile-first, low-barrier platforms like Degiro (owned by flatexDEGIRO), Robinhood, and SoFi remain dominant. These platforms offer commission-free trading and AI-driven portfolio management, making investing accessible even to those with minimal experience. Cryptocurrency remains a divisive but relevant part of modern investing. Coinbase continues to lead in crypto exchanges, while blockchain-focused companies like Block (operator of Cash App) and PayPal are expanding into digital wallets and crypto payments. AI-powered financial tools like Upstart and Pagaya Technologies are disrupting traditional lending, using machine learning to streamline credit approvals for younger borrowers.
Smoke-free but not nicotine-free: The rise of pouches
A final notable change is the rising popularity of nicotine pouches, particularly among younger generations. Brands like Philip Morris’ Zyn and BAT’s Velo & Lyft have gained traction as smokeless alternatives to traditional cigarettes and vaping. Marketed as a “cleaner” and more discreet way to consume nicotine, these products appeal to students and young professionals in social settings where smoking is increasingly frowned upon.
Glow up or go home: How companies stay in the game
To conclude, the past few years have shown how rapidly consumer behavior and market trends can evolve, driven by technology, social media, and changing lifestyles. From the rise of e-commerce and fintech to the growing influence of AI and digital marketing, companies that adapt to these shifts continue to capture attention—especially among younger generations. As we move forward, innovation will remain the key driver of success, shaping not just the way we invest but also how we live, work, and interact with the world.