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...
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on nazi salutes + ‘protecting’ your peace
Well, hello everyone. This week’s edition is especially long, not because there’s been a lot of insanity taking place around the world, but because I felt compelled to deliver on a vast and balanced range of topics in light of that. Variety is the spice of life, as they say. With...
Vertical brain rot
Still just cannot get on-board with vertical video Vertical video trumped traditional video ages ago in terms of engagement. In 2025, stats suggest it’s 2.5 times as popular as its predecessor. I remember the transition about half-a-decade back. Snapchat randomly had a big resurgence and ByteDance was absorbed into the monster...
tiktok refugees + anti-intellectualism
if you're only learning mandarin because you can't live without tiktok... i'm judging you A day late and not a slay short… I’m finally writing to you from the Thred office in London. It feels great to be back with the team. The year has already started off with a bang,...
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...
Are dads more emotional?
Is there some ad hoc science to explain why I’ve become such a melt? I loathe my sudden inability to not become a snivelling mess. I’ve never been an outwardly emotional person, but I’m no tinman either. The best policy for me has always been to deal with stuff internally. Don’t make...
new year + new trends
didn't see this one coming Happy new year to each and every one of you! I’ve been in Bermuda the last few weeks, spending the holidays with family and friends, which is why you might’ve noticed these e-mails coming in later than usual. The next time I write to you, I’ll be back in London with the team at Thred who I’ve missed so much. Hopefully the end of 2024 offered the...
decision-making, à la Libra
overwhelmed by choice, we're all libras now If you’re the kind of person who thinks star signs are nonsense, I bet you’d change your mind after seeing what happens when you tell a Libra to make a decision. Libras, as you may or may not know, are notorious for their indecisiveness. And despite being a member of this zodiac sign myself, I know that witnessing a person’s constant inability to...
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...
not your average ins + outs list
Here we are… the final day of the 2024. In the middle of this year, the Thred writers decided to embark on our Substack journey. We had no idea what we were getting into, nor did we anticipate how much we’d love it, but each of these unpredictable factors made it all the more exciting. Through our Tuesday newsletter and weekend Wildcard posts, we’ve been able to show you a different,...
