What ‘summer vibe’ are Gen Z and Millennial women chasing this year?

From “Coastal Cowgirl” and “Grandmacore” to “Tomato Girl” — nearly three-quarters of Gen Z and millennial women have a summer vibe they’re chasing this year.

That’s according to a survey of 2,000 millennial and Gen Z women, which took a peek at how respondents want their summers to shape up thematically, and uncovered that 74% of respondents have a summer persona.

In the survey, most women with a summer persona (91%) agreed that it reflects their truest self, and many have carried this persona over into real-life decisions.

A third of respondents (33%) have planned a summer vacation around their aesthetic, and more than half (59%) plan their outfits to match their summertime personality.

Conducted by Talker Research and commissioned by Jamba, the survey asked Gen Z and millennial women to choose the summer persona they resonate with most and split the data according to the various personalities.

According to results, “Grandmacore” was the most popular (22%), where respondents enjoy cozy, vintage-inspired simplicity in their lifestyle.

Next in popularity was the “Coastal Cowgirl” (20%) aesthetic. Women who identify with this aesthetic love mixing beachy vibes with western, rustic elements.

Seventeen percent of respondents lean into a “Pilates Princess” persona and gravitate toward wellness and daily routines.

And 14% said they’re “Tomato Girls” who embrace a romantic aesthetic and all things Mediterranean-inspired.

Most with a summer persona said it influences their lifestyle (75%), and one in three (34%) use it as a creative outlet for their self-expression.

Seeing where their creativity is sourced from, TikTok (44%) is the most popular platform women go to to get inspired when crafting their summer personas.

Next on the list is Instagram (36%), followed closely by Pinterest (32%).

“We know that today’s consumers are curating their summers around fun, viral personas, and we’re always looking for creative ways to meet fans where they are,” said Kate Morgan, Vice President Marketing, Jamba. “This summer we’re looking to celebrate these identities with feel-good flavors.”

Looking at differences between women’s summer personas, the survey found that women who identify with the Pilates Princess image are the most likely to plan their outfits to match their aesthetic (76%), read the most books per summer (seven, on average), and exercise the most per week (four days, on average).

Coastal Cowgirls like to treat themselves to the most summery drinks per week (10, on average), have the most pool days each summer season (nine, on average,) and host the most gatherings themed around their aesthetic (54%).

And Tomato Girls are the most likely to always photograph and post their food and drink pics on social media (23%).

Seeing how different personas have distinct palates, the study revealed that those who take on the Grandmacore personality feel that smooth, indulgent and comforting flavors best reflect their vibe (35%), while Tomato Girls (33%), Pilates Princesses (41%) and Coastal Cowgirls (38%) all prefer bright, juicy and fresh flavors.

Tomato Girls said that bold and colorful items, like frozen cocktails and party foods, best match their personality (27%), and Pilates Princesses are the most likely to opt for clean, wellness-focused options, like green smoothies and matcha (23%).

While Coastal Cowgirls (39%) and Grandmacore Gals (32%) like hearty meals, such as barbecue, seafood boils, and iced tea, best.

GEN Z AND MILLENNIAL WOMEN’S SUMMER PERSONAS

• Grandmacore Gals (22%) — enjoy cozy, vintage-inspired simplicity
• Feel that smooth, indulgent, and comforting food flavors best reflect their vibe (35%)
• Like hearty meals, such as barbecue, seafood boils, and iced tea, best (32%)
• Coastal Cowgirls (20%) — love mixing beachy vibes with western, rustic elements
• Treat themselves to the most summery drinks per week (10, on average)
• Have the most pool days each summer season (nine, on average)
• Host the most gatherings themed around their aesthetic (54%)
• Pilates Princesses (17%) — gravitate toward wellness and daily routines

• Most likely to plan their outfits to match their aesthetic (76%)
• Read the most books per summer (seven, on average)
• Exercise the most per week (four days, on average)
• Most likely to opt for clean, wellness-focused options, like green smoothies and matcha (23%)
• Tomato Girls (14%) — embrace a romantic aesthetic and all things Mediterranean-inspired
• Most likely to always photograph and post their food and drink pics on social media (23%)
• Prefer bright, juicy, and fresh flavors (33%)

Survey methodology:

Talker Research surveyed American women (1,000 millennials and 1,000 Gen Z); the survey was commissioned by Jamba Juice and administered and conducted online by Talker Research between June 20 and June 27, 2025.