Leaving an indelible mark on culture

As uncovered in Cassandra's The Fresh Face of Self-Expression report, tattoos have long been a powerful form of self-expression, and their influence on pop culture is undeniable, considering 91% of U.S Trendsetters agree that tattoos are socially acceptable among people their age. It’s unsurprising then that the industry is projected to hit $4B by 2030. Body art continues to captivate, inspire, and reflect the individuality of millions of inked enthusiasts worldwide, so ahead, we’re looking at the organizations, brands, and movements that continue to drive this trend forward.


Back in June, Cassandra’s 2023 Travel Bulletin touched upon how unique keepsakes represent memories, and according to recent reports, this couldn’t ring more true with young travelers who are happy to travel far and wide for the ultimate souvenir. The world of “tattourism,” is now fast becoming a burgeoning trend with the Gen Zs who are looking for the opportunity to get etched by a renowned tattoo artist with one of their highly coveted designs no matter how many hours- or days it takes to reach them. Hotels and cruises are capitalizing on the tattourism trend too. For example, the Moxy Hotel in New York, known for its youthful vibe, signing up tattoo artist Jonathan “JonBoy” Valena (whose clients include Zayn Malik and Kendall Jenner) for an exclusive residency at their Times Square location.

— Breanna, 16, U.S. (Cassandra Collective)


In a bid to better align with Gen Z, Walmart has teamed up with Inkbox temporary tattoos with an exclusive collection, marking the D2C brand’s first foray into physical stores. The exclusive Inkbox designs have been influenced by the tattoos that are already popular among young consumers. Each package contains two semi-permanent designs, such as butterflies, trees, and waves. The designs remain visible for up to two weeks. In addition, each temporary tattoo is both waterproof and skin-safe, as well as cruelty-free.

— Tommaso, 23, Italy (Cassandra Collective)


On the other side of the conversation, and now, with the help of TikTok, Millennials are warning Gen Zs that the tattoo design they love today might be one they despise years later. Amassing over 86M views to date, #tattooregret has prompted interesting discourse around the drawbacks of say a full sleeve of tats. Many Gen Zs are already one step ahead by opting for micro tattoos. Some Gen Z choose to place these tiny tattoos on the side of their ring finger almost like a secret message they can easily see but keep to themselves. The most common tiny tattoo requests are hearts, stars, butterflies, animals, or small symbols related to their life.