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yes, even to gen z!
Well, well, well… look who it is!
We’re back again with another newsletter, maintaining the consistency of someone whose new years’ resolution involves getting real about going to the gym. Sure, we were off to a rocky start, but it is January after all, and we’ve now hit two weeks in a row! Long may it continue.
As per, we’ve got some new, juicy, generational insights and analysis in store for you. Gen Z is somehow the most talked about, yet elusive generation to all others around it (yes, we’re looking at you, Boomers), so somebody’s gotta clear things up! We’re happy to be the ones to do it.
Let’s tuck in (literally and figuratively… I’m freezing) shall we?
💝 culture corner
It seems like no matter how much governments and health officials warn against nicotine, young people will always find new and clever ways to consume it. For health-conscious Gen Z, nicotine pouches (commonly known as snus) seem to be the best option. Snus has taken off with Gen Z because it’s discreet, flavoured, and a ‘cleaner’ alternative to getting a nicotine fix, especially now that disposable vapes are banned and cigarettes are seen as dangerous and outdated. Half a million people now use nicotine pouches in the UK, with Gen Z being the driving force behind this high and still-growing number! With smoking’s health risks well known and vaping facing tighter rules, it looks like snus is filling the gap. Not to mention, social media and festival marketing normalising it as a low-risk lifestyle product. That said, they’re still addictive, not harmless. But early signs show they are probably better than vaping.
Poll shows young people value practical gifts over performative giving – businessday
A BusinessDay survey conducted during the holiday season revealed Gen Z’s approach to gift-giving is informed by economic pressure, emotional awareness, and a rejection of mindless and performative consumption. Rising living costs mean many young people care about financial stability first and foremost, making cash gifts and budget-conscious choices a practical – not impersonal – choice. At the same time, stronger personal boundaries and less social media pressure is allowing Gen Z to treat gifting as a meaningful expression of care reserved exclusively for a small circle of close friends and family. For financially aware, intentional Gen Z, gift giving is no longer an obligation driven by status or spectacle.
🤖 tech talk
Young workers most worried about AI affecting jobs – reuters
Gen Z is the most concerned generation about the possibility of AI taking their jobs in the future. But why? Well, Gen Z is worried about economic insecurity and career-stage vulnerability, while being the most mistrusting of corporate incentives. Think about it: Gen Z is entering the workforce at the same time that layoffs, hiring freezes, and rapid automation is being reported across many industries. Can you blame them for being worried that AI will scoop up entry-level roles before they have had the chance to build skills, stability, or bargaining power? Despite the fact that they are generally comfortable using AI tools, their proficiency will fail to be empowering if the technology is used primarily for cost-cutting than by investment in workers.
Why Gen Z is rejecting influencer culture – wsj
Young people are slowly but surely starting to turn away from the materialistic lifestyles promoted by influencers… and it’s not only because they’re growing up. In fact, this shift in Gen Z’s tastes is more likely caused by content burnout. After nearly a decade of watching the same luxury hauls on repeat, seeing ‘hidden gem’ vacation spots become overridden with tourists, and failing to keep up with ultra-curated and unattainable ‘lifestyle’ routines, young people have had enough. Influencers and the culture of consumption they promote now feels hollow and predictable instead of aspirational. Gen Z is done with mindless spending, valuing their privacy, and living a lot more low-key. This generation values authenticity and meaning, and they’re finally realising these things aren’t for sale on the TikTok shop.
