What are the Gen Zs investing in? Shruti Kohli breaks it down for us!

Gen Z content creator and founder of Shruds, Shruti Kohli, shares her guide on how this generation plans its investments for better financial benefits.

Investment is something we all consider as a very adult, mature decision that most of us make as we take on more responsibility. A sign of growing up, we are constantly looking for ways to make the most of the money we earn. While the concept of investment has always been around, what counts as one has evolved over time. Millennials, though, learned their way around investing from their parents; digital money becoming a reality has led them to discover new ways of saving their money. It’s the same with Gen Z, who differ from other generations in terms of careers, choices, and lifestyle. Shruti Kohli, a Gen Z content creator who has managed to earn money through a career that wouldn’t be considered ideal by older generations, understands this shift in financial decision-making.

Kholi has embraced new avenues that allow her to save while looking at the long-term benefits of investing in them. According to her, an investment isn’t just about stocks, SIPs, or mutual funds; it’s about anything that holds or grows value, or even enhances our personal brand. The Labubu Dolls that sparked both criticism and admiration online were viewed by some as a pastime trend, while Gen Zs saw a scope of investment. Other than that, they have also managed to turn their shopping habits into an investment, showing how money can be made, no matter what path you choose to take. “Our generation looks at investments through a fish-eye lens. We see fashion, sneakers, and collectables as cultural assets, things that appreciate not just in price, but in relevance, story, and identity.”

As someone who has managed to do the same with her own brand, Shruds, Kohli explains how she has always looked at fashion as an asset class of its own. "If something is timeless, high-quality, or unique, it doesn’t lose its worth; it becomes even more valuable with time. I think of buying statement pieces, like boots, bags, or sneakers, as a long-term investment.” These aren’t just accessories; they’re assets that can be resold, restyled, or reused for years, often holding both financial and emotional value.

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Apart from growing trends, she also recognised using digital payment platforms as another way to get into the habit of investing for the long run. “I also invest in Paytm Gold, because it’s one of the easiest and most accessible ways to start investing small and grow your money passively as gold prices rise.” For many Gen Zs, digital gold, crypto, and even collectables like trading cards or NFTs became a gateway into financial independence, not because they guarantee huge returns, but because they make the idea of investing relatable and tangible.

While these investments look like a cool way of investment, Kohli understands how they come with a reality check, just like with any investment. “The risk with fashion and collectables is that trends can fade fast. A sneaker that’s hot today might not hold the same resale value next year. Similarly, gold prices fluctuate, and digital assets can be volatile.” The key, according to her, is to track value through demand, rarity, and long-term utility. Is it something people will still desire five years from now? Does it represent craftsmanship, culture, or limited availability?

“If I had to give advice, I’d say: Start small, diversify, and invest in things you genuinely understand or connect with, whether it’s a stock, a pair of boots, or digital gold. It becomes more than a transaction. It becomes an extension of your personality and your future. At the end of the day, for our generation, fashion might just be the most personal and expressive form of investment.” 

At the end of the day, no matter how you choose to increase your income and secure your future, whether through tangible or intangible assets, conducting thorough research is essential. Understanding the risks associated with investing in trends, as well as the benefits of long-term investments, is the key to making informed financial decisions.

How do you choose to invest as a Gen Z? Let us know in the comments below.