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...
Current in The Gen Zer
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...
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...
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,...
Spending this festive season: a Gen Z dilemma
The increasing cost of living and diminishing budgets mean that Gen Z are reluctant to spend big over Christmas. They’re redirecting their cash toward experiences rather than products - what might that mean for marketers? It’s the season to be jolly…and spend a lot. Everyone knows that Christmas is a time of financial strain and pressure. For those of us without a massive bank account, now is when budgeting is most...
Staying single and liking it…no, seriously
Research suggests that those under the age of 35 are staying single and avoiding relationships. What could this spell for the future, and how might this impact Gen Z? Are you single? A Gen Zer? Perhaps…dare I ask, both? Research suggests that young people are increasingly less likely to settle down or even jump into a relationship. In the UK, only 58% of Gen Z women and 56% of Gen Z...
Are traditional broadcasters doing enough to attract Gen Z?
The manager of the Sidemen on YouTube has warned that the BBC faces irrelevance with younger viewers unless it shifts drastically toward online creators. Are other traditional television broadcasters also under threat? Jordan Schwarzenberger, manager of the extremely popular YouTubers ‘The Sidemen,’ has warned the BBC that it risks becoming ‘a Titanic’ if it doesn’t make significant changes to bring in Gen Z viewers. For those unaware, the BBC charges...
Why are Gen Z unsure about having children?
Studies show that Gen Z are becoming increasingly uncertain about having kids, citing climate change and economic uncertainty as key factors in their decisions. Should we be worried? Are you a family person? Research over the last few years suggests that Gen Z and those under 50 are becoming increasingly unsure about having children. Studies by Pew Research have found that a growing percentage of young folks are turning their backs...
