What do Gen Z really think about the UK?
New research by The Times has found that Gen Z has remarkably different opinions on the UK than Millennials did twenty years ago. What’s causing the change and why? If you live in the UK, what are the first words that come to mind when I ask you to describe...
Current in Gen Z
Gen Z has a love affair with digital nomadism
Welcome to the latest edition of The Gen Zer. This week’s newsletter delves into Gen Z's relatively newfound obsession with digital nomadism and quitting traditional corporate pathways. I’d be lying if I said I don’t fantasise about quitting my corporate job at least once a day. It’s February. It’s cold. It’s...
Why are Gen Z favouring dictatorships?
Welcome to the latest edition of The Gen Zer. This week, we look at the concerning approval of authoritarianism amongst young people and what it might mean for our future political spectrum. Plus, we dive into ‘micro-retirement,’ the power of language, and why Gen Z are all about spirituality. A...
The sauna is replacing the club
Gen-Z are turning to communal saunas in place of nights out. But what’s the appeal of these steamy hang-outs? Take a look at London’s social scene, and you’ll quickly realise that the nightclub is under threat. Well, the nightclub’s reign as an epicenter of youthful connection and sweaty camaraderie, anyway. It...
Gen Z and the age of experiential marketing
Welcome to the latest edition of The Gen Zer. This week, we take a look at how brands are creating unique experiences to appeal to younger demographics. Plus, TikTok hosts a Trump inauguration party for influencers and new studies suggest Gen Z are burnt out at work. As any digital content manager...
Are music festivals facing extinction?
With difficulty booking headliners and rising costs, music festivals face their toughest year yet. Music events are often signposts of our year. Memories with friends, seeing acts you’ve only dreamed of witnessing play live. These near-mythic gatherings of collective euphoria are a mainstay of modern culture. But they’re facing a...
A new generation is here
Welcome to the latest edition of The Gen Zer. This week’s newsletter is a quick guide to the generations, including the newest entrants to the scene. We also take a look at the pros of partying, the rise of ‘neijuan,’ and Gen Z’s surprising changing attitudes to work. Last week, the very first Gen Beta opened their eyes — at least, according to some estimations. There’s no centralised body that decides...
Opinion – Gen Z are becoming more about crochet than clubbing
Gen Z seem to be more about crochet than clubbing these days. When did this shift happen and what are the probable causes, though? I love going out. I love the loud music and the pulsating walls. I love dark rooms and sporadic lighting. I love the throng of people that it’s too loud to even attempt conversation with, and the ‘profound’ conversations with strangers you meet for a...
Gen Z in 2024
looking back & looking ahead Happy new year from all of us at Thred Media! As my colleague Jessica Byrne recently mentioned in our sister publication the common thred, 2024 was the year we began our Substack journey — and what a great ride it’s been. For our first post...
Gen Z’s latest accessory? Ear plugs
The unlikely trend has made ear safety stylish. What’s the harm? The soundtrack of your teens and twenties usually involves crowded festivals, loud nightclubs, and headphones dialled up to high-volume. But Gen Z are starting to reject this cacophony with help from an unlikely accessory: the earplug. Studies have shown that for many young people, noise exposure poses a serious risk to the health of the ears and can even lead...
