Love Island tanks as Gen Z cools on influencer culture
ITV’s staple reality series drew just 600,000 viewers for its first episode this year, the lowest in its decade history. Amidst format fatigue and waning relevance, is it possible that Gen Z (and, to some extent, Gen Alpha) has largely abandoned the superficial, picture-perfect aesthetic of the traditional influencer? Love...
Current in The Gen Zer
The UK shuts down social media for under 16s…what could go wrong?
pack it up, it’s over Prime Minister Keir Starmer has announced plans to ban social media for under-16s in the UK, starting next year. With Gen Z relying so much on digital communication, could we be depriving young people of niche communities, education, and self-expression? If you’re under 16, social media...
Why Gen Z is rejecting perfection (and Steven Bartlett)
Self-proclaimed business mogul Steven Bartlett has faced ridicule in recent weeks for lamenting his decision to have several glasses of wine. It’s a sign that Gen Z and social media might be starting to reject perfectionism and over-optimising everything. Picture this: you’ve just finished a six-hour ultramarathon, wolfed down your...
If Gen Z drink less, why are Buzzballz booming?
The colourful cocktails known as Buzzballz have exploded in popularity over the past few years, appealing mostly to Gen Z. Not without controversy, these pre-mixed drinks run counter to research suggesting young people are consuming less alcohol. So, what does it all mean? If you’re under the age of 25,...
Wait…is everything a stealth marketing campaign?
An investigation by Vulture has claimed that underground agencies, often living on closed platforms like Discord, are paying ordinary people to post clips and create artificial hype around everything from Justin Bieber to skincare brands. Is every trend and social media conversation secretly being manipulated by stealth marketing? What if everything you...
Have Gen Z killed the corporate ladder?
Gen Z have watched their parents and older colleagues hustle, burn out, and still remain in financial turmoil. Now, with their prospects being threatened by AI, is it any wonder they’re ditching the corporate ladder entirely? Gen Z are set to (finally) kill the corporate ladder for good as they...
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 continuing to impact job markets around the world, with Gen Z entry roles taking a particularly hard hit. According to the...
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 in terms of relatability back then. The teenage squabbles over drugs, toxic relationships, and spiralling self-destruction weren’t exactly normal, but the...
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 records for views, engagement, merch sales, and salary payouts. Reportedly making over $10 million USD for his two-hour setlist, Bieber...
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 antisemitic comments. Kanye West, also known as Ye, has been barred from entering the UK this summer. The rapper and producer was...
