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...
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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...
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...
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...
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...
how social media transforms our reading habits + why people are nicer than you think
the data proves it! Hello everyone! 🤩 Welcome back to another newsletter from the common thred. After two weeks of radio silence (our sincerest apologies), we’re 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 you’re looking for a juicy weekly update. So what are you waiting for? Grab...
Examining the rise of Gen Z’s 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 are taking to...
i went speed dating and survived
although i am still single, regrettably What do you do when you’re chronically single, approaching thirty, and too anxious to go on Hinge? Speed date, of course! Ditching the monotony of algorithmic swiping for in-person meetups is all the rage with Gen Z, apparently. Things have gotten so bad online that some are even dismissing traditional heteronorms entirely and opting for indefinite singlehood instead. It’s a bold move. If you’ve...
