What is ‘soft socialising’ and why is everyone doing it?
Gen Z are choosing gentler forms of fun thanks to stressful work schedules and marketing fatigue. Have you recently vowed to delete the dating apps (again)? Join the club. Modern life has made socialising – romantic or otherwise – a largely digital task, and in so doing has made one of our...
Current in Gen Z
How research says Gen Z is redefining friendship online
Online friendships have long been viewed as less ‘real’ than those formed through face-to-face interaction. However, research indicates that for Gen Z, whose social lives are increasingly shaped by digital spaces, that assumption is outdated. In a world of 8.3 billion people, how realistic is it to assume that the...
Deep Dive: Has Gen Z lost energy for social change?
When it comes to social change in 2026, Gen Z has lost all the vim of yesteryear. When and where was this energy lost? Let’s break it down. In the late 2010s Gen Z was synonymous with social change, a broad catch-all term encapsulating the desire for a more equitable...
Ignore the news, Gen Z alcohol moderation isn’t a ‘myth’
Recent global figures on alcohol consumption showed that Boomers have the lowest drinking participation rate of any generation. Some outlets are saying this is proof that Gen Z aren’t big on moderation after all. Here’s why they’re wrong.
This is why statistics without context aren’t worth acknowledging.
Market research firm
Can i quit my miserable job even if it’s CV gold?
Is it okay to quit a job I’m miserable at, even if it looks good on my CV? My immediate response to this question is yes. There’s more to life than work, so there’s no need to be miserable just for the sake of a fancy CV. That said, you need...
Gen Z say they ‘perform’ even during self-pleasure
A new survey titled the ‘Pleasure Census’ has found that roughly 50% of Gen Z ‘perform’ even during self-pleasure, suggesting that poor body image might be affecting young people in the bedroom. Ever feel like you need to ‘perform’ in the bedroom and tell your partner that you’re definitely, absolutely,...
Vevo study says Gen Z nostalgia fuelling music trends
New research by Vevo suggests that Gen Z are ‘borrowing’ nostalgia from decades they never lived in, a noticeable change compared to older generations. This is shaping brand marketing strategies as companies seek to attract new audiences while retaining existing ones. Nostalgia seems to be all the rage right now, at least across the music industry. Thanks to the easy accessibility of streaming, Gen Z is continuously discovering older songs and...
Is loneliness the latest Gen Z status symbol?
A pivot on singledom, the rise of ‘lonely influencers’, and a crackdown on self-optimisation have more and more of us romanticising the lonely life. I’ve grown up feeling that loneliness is something to hide, or at least feel negative about. My earliest visualisation of adult loneliness was probably Bridget Jones singing ‘All By Myself’ in her pyjamas, and as I evolved through school, university, and my first jobs, I came to...
Record number of Gen Zers living at their family home in America
A fifth of Gen Zers are currently living with their parents or grandparents in the US, a record high according to analysis from John Burns Research and Consulting. Gen Z are turning ‘Gen Freeload,’ for the meantime. We’re all bored about hearing how oppressive the job market is: how entry-level jobs are being gobbled by AI, how wages don’t stack with real-world inflation, and how distant the typical milestones of our...
Opinion – ‘Taste’ is Gen Z’s new buzzword
Acquiring it, demonstrating it, refining it – why is everyone so obsessed with taste these days? When I started working in marketing, fresh out of uni and riddled with too much anxiety to question any of the corporate jargon clogging up my inbox, I soon learnt that society is built on buzzwords. Back then, the term everyone was flinging about was ‘culture.’ Tapping into culture, connecting with culture – we were...
