instagram trials premium + why everyone wants to be chinese
is anyone else feeling a little more chinese lately Hey hey everybodayyy! Welcome back to the common thred (!), a digital space we’ve carved out to cut through the intensity and overwhelm of the 24 hour news cycle. Because honestly, sometimes having news app notifications on is just TMI. We’ll touch on viral trends and...
Current in Newsletters
Gen Z are turning thirty…do they look it?
As the eldest Gen Zers start turning 30, many have pointed out that they seem to look a lot younger than their parents did at the same age. Is it a real phenomena, or just a symptom of our youth-obsessed social media era? Are Gen Z ageing slower than their...
gen z turns to religion + embraces micro-retirement
he has rizz'en ya'll Welcome back to another newsletter from all of us at the common thred! ⚡️ If you’re just joining, we’d like to extend a warm welcome to you for the very first time. Either way, you’re here now, which means you’ve made it through another week of e-mails, group chat...
The rise of #RichTok, Gen Z’s 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, 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...
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 aren’t reading many...
uk lawmakers finally reckon with grok + gen z pines for 2016
check bro’s hard drive So you’re back again, huh? Fair dos. New year, same old YOU! But seriously, we’re happy to have your engagement, I mean clicks, I mean attention again. What’s it been six days… maybe seven? (I missed the memo on whether we’re doing that in 2026). Speaking of throwing crap on the rubbish heap, that tenuous theme sort of encapsulates this week’s newsletter (cough, Grok), and we’re hoping it...
Why Marty Supreme’s Gen Z marketing worked
Josh Safdie’s latest film stars Timothee Chalamet as a troubled table tennis star on the cusp of greatness. It’s a hit with critics and audiences alike thanks to A24’s viral, new-age marketing campaign that has successfully tapped into Gen Z sensibilities. Marty Supreme, the latest film by Uncut Gems director Josh Safdie starring Timothee Chalamet as a troubled table tennis star, has become a cultural phenomenon. Released on Christmas Day, this...
Millennial optimism? More like Gen Z cynicism
Gen Zers have been making fun of the early 2010s ‘millennial optimism era’ 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 ‘millennial optimism?’ 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...
It’s a Wrap(ped): analysing Spotify’s Gen Z success
Spotify Wrapped 2025 is out, baby. The streaming platform’s synopsis of our yearly listening habits has become a cultural staple, boosting the brand’s reach and engagement with Gen Z across social media. Spotify Wrapped is here, folks. We’re sure that you’re most likely aware of Spotify’s extremely popular end-of-year round-up of listening habits and stats by now. Launched in 2016, Wrapped gives listeners an opportunity to reflect on and share...
