AI is coming for all our jobs…yes, even yours
Last year, research predicted that AI could affect over 1 million jobs in London. Unemployment is at its highest level since 2021, and graduate vacancies have reportedly fallen by a third as employers adopt new automated tools. What are Gen Z supposed to do? New data suggests that AI is...
Current in The Gen Zer
How Euphoria’s return left its Gen Z resonance behind
Euphoria was once a fever dream of Gen Z adolescence, but the show’s adult era has swapped emotional chaos for sex, money, male approval and little else. Has it finally lost all resonance with the generation it’s trying to portray? People loved Euphoria in 2019, but it was pushing it...
Why Justin Bieber’s Coachella comeback resonated with Gen Z
Justin Bieber’s Coachella headline performance was a huge hit with Gen Z this week. Sitting with a laptop and playing old YouTube videos, the singer’s minimalist approach rattled millennials who still expect the spectacle of yesteryear. Justin Bieber’s Coachella headline show has been all over social media this week, breaking...
Are Gen Z angry at Kanye West?
Yeezy season is cancelled Kanye West, also known as Ye, has been barred from entering the UK this summer. He was scheduled to headline all three days of this year’s Wireless festival, but a huge backlash prompted the Home Office to ultimately revoke his ETA following years of racist and...
Why dynamic pricing is a constant Gen Z headache
a pint costs how much? When it comes to personal finances, data shows that Gen Z are worried about their future and trying to save wherever they can. It doesn’t help, then, that companies are increasingly using dynamic pricing to muddy what’s affordable and what isn’t. Anyone who’s purchased concert tickets...
Gen Z are suspicious of relationship age gaps. Why are we surprised?
From Jay Z to Spider-Man, age gaps between couples have always been prevalent amongst the celebrity elite. Gen Z deem them far less socially acceptable than previous generations, and for good reason. The rest of the world needs to catch up. When we mention age gaps in relationships, what comes...
Were we wrong about Marty Supreme?
A few months ago, we heralded A24 for its viral, Gen Z-focused marketing. Now, only two months later, Timothee Chalamet has fallen out of public favour, and Marty Supreme has lost nearly every award at all major shows, including the Oscars. What happened? Well, the Oscars came and went…and Marty Supreme picked up zero awards. It follows on from a largely unsuccessful awards run across the board, with the film missing out on...
Gen Z men have regressive views on gender roles…but why?
New survey data has found that almost one-third of Gen Z men believe a wife should ‘always obey her husband,’ among other traditional gender norms. Why are young men seemingly so regressive when it comes to equality? Are Gen Z men’s opinions on gender roles and women’s rights regressing? New data is reigniting a debate that has been underway for several years, as Ipsos and the Global Institute for Women’s Leadership...
How McDonald’s marketing misfired
McDonald’s CEO, Chris Zempczinski, was mocked last week for ‘eating’ a new Big Arch burger weirdly and referring to it as a ‘product.’ His behaviour and the ensuing backlash demonstrated a fundamental, widening disconnect between corporate types and the average consumer. So…we’re guessing you’ve probably seen McDonald’s CEO, Chris Zempczinski, awkwardly ‘biting’ into the new Big Arch burger by now, right? If you haven’t, we covered it this week, taking...
Why brands are struggling to keep Gen Z spending
Economic uncertainty and permanent stress have young people reluctant to fork out cash on purchases they don’t need, at least according to the latest research. What’s causing this hesitation to spend? Are brands and marketers facing a potential crisis in 2026? New research by The Robin Report has described Gen Z as ‘checked out,’ claiming that they’re ‘spending less and expecting more from retailers.’ The data suggests that young consumers...
