Selling love to Gen Z in the ‘sex recession’ era
Sexual activity across generations is on the decline for the first time in modern history. As Gen Z avoid intimacy and love, how do marketers sell romance in an era that seems keen to do anything but? Love. Dating. Swiping. Apps. Anxiety. Does any of that sound familiar? For many Gen...
Current in Newsletters
brands capitalise on 2016 nostalgia + can we even make babies in space?
i don't think we got the facilities for that Well hello there! Welcome (back) to your fave Tuesday stack… the common thred newsletter 🥞 Whether you’re interested in finance, politics, or culture, you should know one very important thing: young people are officially done waiting for these global systems to catch up with...
Living offline has become Gen Z’s quiet luxury
Tech companies and AI slop have taken over the internet. As social media becomes increasingly homogenised, invasive, and polarising, there is now status in actively choosing to avoid the digital world entirely and rejecting the pursuit of a personal brand. Zuckerbergs of the world, beware: offline living is on the...
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...
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...
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...
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 is pleased. Ever heard of #RichTok? If you’re an older Gen Zer or millennial, we wouldn’t blame you if you hadn’t....
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 two weeks in a row! Long may it continue. As per, we’ve got some new, juicy, generational insights and analysis in...
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 books in full. College students are increasingly turning to AI tools like ChatGPT to research, curate and interpret information for...
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...
