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...
Current in The Gen Zer
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...
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...
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...
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...
Examining Gen Z’s nostalgic love of disposable cameras
Disposable camera sales are on the rise, following the decade-long resurgence of vinyl records. What’s causing young people to turn back to older technology? Is it novelty, nostalgia, fun, or all three? According to photography company Kodak, the sale of digital and disposable cameras has doubled over the past five years, with Gen Z leading the charge. Market experts and analysts chalk the enthusiasm up to a surging desire to be...
Are Gen Z social media apps sustainable long-term?
US social media startup ‘Locket’ is launching a new feature called ‘Rollcall’ that allows users to post photo dumps for up to seven days. The update is indicative of a wider Gen Z trend toward private social media feeds, but actually providing an economically-sustainable space to do this is very hard. Viral social media app Locket has announced it will be launching a new feature called ‘Rollcall’ that gives users...
How are Gen Z changing the way we socialise?
New research by Hinge, in partnership with FOOD and ON ROAD, has found that most young people prioritise one-on-one connection over everything else, suggesting that close friendships are an important part of combatting Gen Z loneliness. Anyone who’s spent time in the advertising industry knows that marketers are forever yearning for an answer to the Gen Z loneliness epidemic. How can brands reach young people who are routinely jaded, uninterested and...
