gen z turns to religion + embraces micro-retirement
he has rizz'en ya'll Welcome back to another newsletter from all of us atΒ the common thred!Β β‘οΈ If youβre just joining, weβd like to extend a warm welcome to you for the very first time. Either way, youβre here now, which means youβve made it through another week of e-mails, group chat...
Current in Newsletters
The rise of #RichTok, Gen Zβs latest escape
A specific brand of TikTok luxury is doing the rounds online, known as #RichTok. Wealthy creators are unashamedly flexing their expensive lifestyles for millions of followers, showing off homes, jets, meals and branded clothing. Unsurprisingly, Gen Z are using this content as a way to escape, though not everyone...
snus happens… + so do dating scams
yes, even to gen z! Well, well, wellβ¦ look who it is! Weβre back again with another newsletter, maintaining the consistency of someone whose new yearsβ resolution involves getting real about going to the gym. Sure, we were off to a rocky start, butΒ it is January after all,Β and weβve now hit...
How are publishers pushing Gen Z to read?
Recent data suggests that traditional marketing for new books is steadily facing irrelevance with Gen Z. Is it the end times, or simply a shift away into less conventional formats of storytelling? The book industry is facing a dilemma. Recent studies suggest that teenagers and younger Gen Zers arenβt reading many...
uk lawmakers finally reckon with grok + gen z pines for 2016
check broβs hard drive So youβre back again, huh? Fair dos. New year, same old YOU! But seriously, weβre happy to have your engagement, I mean clicks, I mean attention again. Whatβs it been six daysβ¦ maybe seven? (I missed the memo on whether weβre doing that in 2026). Speaking of throwing...
Why Marty Supremeβs Gen Z marketing worked
Josh Safdieβs latest film stars Timothee Chalamet as a troubled table tennis star on the cusp of greatness. Itβs a hit with critics and audiences alike thanks to A24βs viral, new-age marketing campaign that has successfully tapped into Gen Z sensibilities. Marty Supreme, the latest film by Uncut Gems director...
Millennial optimism? More like Gen Z cynicism
Gen Zers have been making fun of the early 2010s βmillennial optimism eraβ on TikTok this week, highlighting the naivety of the time. Compared to the cynicism of our modern world, it makes for a jarring case of cultural whiplash. Anyone heard of βmillennial optimism?β A new trend has been making the rounds this week in which Gen Zers and millennials remember the hopeful romanticism of online spaces in the early...
Itβs a Wrap(ped): analysing Spotifyβs Gen Z success
Spotify Wrapped 2025 is out, baby. The streaming platformβs synopsis of our yearly listening habits has become a cultural staple, boosting the brandβs reach and engagement with Gen Z across social media. Spotify Wrapped is here, folks. Weβre sure that youβre most likely aware of Spotifyβs extremely popular end-of-year round-up of listening habits and stats by now.Β Launched in 2016, Wrapped gives listeners an opportunity to reflect on and share...
how social media transforms our reading habits + why people are nicer than you think
the data proves it! Hello everyone! π€© Welcome back to another newsletter fromΒ the common thred. After two weeks of radio silence (our sincerest apologies), weβre back with a bang on this wonderful Tuesday. Compiling stories from around the world, as well as developments in culture, tech, and a sprinkle of positive news, this edition has got you covered if youβre looking for a juicy weekly update. So what are you waiting for? Grab...
Examining the rise of Gen Zβs global, digital rebellion
Protests sparked by Gen Zers have caused disruption across the globe in 2025, as disillusioned young people use social media to mobilise. Should the political elite be worried? Gen Z are leading a surge in mass youth protesting across the globe, causing disruption in countries including Istanbul, Turkey, Madagascar, Morocco, and Nepal, to name just a few. Using social media platforms to digitally co-ordinate themselves, young people areΒ taking to...
