Insights
Unlock the Gen Z Mindset.
We don’t just study Gen Z—we are Gen Z. Our youth-led research goes beyond trends to uncover the motivations, behaviors, and cultural shifts shaping the next generation. We equip brands with real, actionable insights to create meaningful connections.
Report: Gen Z and The American Dream
Gen Z isn’t rejecting the American Dream—we’re reshaping it. Adolescent explores how freedom, flexibility, and security define success for our generation.
Report: Gen Z at Work
Gen Z is reshaping the workplace—but are the myths true? This report debunks the biggest misconceptions and reveals what young talent really wants–helping businesses attract, engage, and retain the next generation of leaders.
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Report: Do Not Disturb
We know you want to connect with Gen Z, but cringeworthy tactics won’t work. This insights report taps 400+ Gen Z YouthTellers and reveals what they love, what makes them cringe, and how brands can earn their respect.
Blog
The International Influencer Campaign that Made Crocs the New ‘It’ Shoe
May 20, 2025
Ever find yourself wondering how Crocs went from garden clogs and quirky Jibbitz to the cool shoe Gen Z wears on vacation? How they became the go-to travel sandal you actually want to be seen in?
From Hot Ones to Hot Deals
May 15, 2025
Gen Z isn't waiting for economists to declare a recession; they're already building their financial bunkers.
12 Benefits of Working with a Content Production Agency
May 13, 2025
Whether you're a brand or a founder looking for cultural relevance to stay current in today’s fast-paced digital world or a creator looking to level up your profile, working with a content production agency can be the game-changer you never realized you needed.
Milk, Micro-Weddings, and Allowances
May 8, 2025
...with 38% specifically reaching for whole milk—full fat, no apologies. Plant-based milks are definitely in the mix (29% say that’s their go-to), but dairy hasn’t been canceled just yet.
Gen Z Travel Habits: Bougie on a Budget or Just Broke?
May 6, 2025
Gen Z is now here with a suitcase of dreams, a backpack of protein bars and ramen with nothing but a budget and a goal to see the world. And they do want to see the world.
Gen Z's Dream: Protein That Doesn't Look Like It Bench Presses
May 1, 2025
Low calorie, high fiber, minimal sugar, yes—but wrapped in a visual identity that doesn't feel like a leftover from 2010s gym culture. The first to crack this code won't just capture market share, they'll define an entirely new category.
Gen Z’s New Rules of Boycotting: From Cancel Culture to Conscious Consumption
April 29, 2025
If you thought cancel culture is over, it’s not. It’s just evolved. Gen Z has rewritten the playbook, with boycotting taking center stage in this shift.
Gen Z is Feeding the Dog in Them
April 24, 2025
Gen Z isn’t lazy—they’re just over it. So if the middleman has to go, and the kibble has to come, so be it. They’d rather have the ease than a homemade souffle, it seems.
Why Gen Z Is Craving IRL Experiences More Than Ever
April 22, 2025
In a world built on scrolls, swipes, and screen time, Gen Z is proving that they need the community that comes from IRL experiences.
The Lonely, Anxious Gen That Still Believes in Tomorrow
April 21, 2025
If endless TikToks about situationship heartbreaks have you convinced that Gen Z has given up on traditional love, think again. The data tells a different story: 83% of Gen Z want a monogamous relationship.
Standards, the Only Thing Gen Z is Lifting
April 17, 2025
While Gen Z may be fluent in the internet, when it comes to career growth, they’re choosing trust and relatability over algorithms and cold emails.
#TikTokmademebuyit: Social Media Shopping Among Gen Z Users
April 15, 2025
Social media shopping is one of the many ways Gen Z is transforming the consumer economy. Platforms like TikTok—once known solely for dance trends and funny videos—are now powerful retail engines.
Gen Z's 🖕to Your 30-Year Plan
April 14, 2025
Raising their kids down the block from their childhood home? Not in the cards for Gen Z. Instead, they prioritize liquid living—a lifestyle that values movement, adaptability, and freedom over staying put for the sake of stability.
The Reading Crisis, Country Culture, and Comment Sections
April 10, 2025
This matters. Big time. STEM may be the go-to for “future-proof” skills, but literacy is still the foundation. Without it, how do we problem-solve, communicate, or even consume content properly? And people are catching on.
Gen Z Trends are Evolving Influencer Marketing–What that Means for your Strategy in 2025
April 8, 2025
As the most digitally native generation, Gen Z has completely redefined authenticity, social engagement, and even brand trust. To stay ahead, brands have to stay in the know and evolve their strategy to meet Gen Z consumers where they are, not where brands want them to be.
3 Gen Z Myths Debunked
April 7, 2025
If you're building your Gen Z marketing strategy around the idea that young consumers all dream of viral fame and millions of followers, we hate to break it to you, but you're wrong.
Booties are Shrinking
April 3, 2025
Gen Z is driving demand for products that go beyond the basics, turning their backsides into the newest beauty frontier. From targeted skincare to gym accessories, brands have a prime opportunity to tap into the rise of the "booty care" routine.
10 Things to Know From Our Gen Z Consumer Insights For 2025
April 1, 2025
Marketers love to talk about how young consumers are different from past generations, but our Gen Z consumer insights reveal that they’re actually not that different—just a little more strategic.
Boomers & Gen Z: Sisters Not Cousins
March 31, 2025
Marketers think Gen Z is thriving in hookup culture. Reality check: this isn’t the romantic world Gen Z wants to live in. It’s just the one they’re stuck with.
Gen Z is Back in Diapers
March 27, 2025
When we polled our Youthtellers (ages 15-27), 66% either know someone—or are that someone—using diapers or ultra-large pads for period protection. Meanwhile, tampons? Yeah, they're steadily losing ground.
How We Built A TikTok Marketing Strategy That Broke 14 Million Views
March 25, 2025
Crafting an effective TikTok marketing strategy can often feel like pulling teeth. But when Merrell, an athletic shoe brand, approached us with a clear mission...we knew exactly how to make it work.
Pay Gaps, Night Masks & The Death of Spring Break
March 20, 2025
Morning shed videos have taken over TikTok — a nightly
ritual of heatless curls, silk bonnets, collagen masks, mouth tape to combat double chins, and an eye mask to fend off dark circles.
Gen Z’s Food Obsession: How Little Treat Culture is Changing Consumer Behavior
March 18, 2025
Gen Z has taken food trends beyond basic sustenance, elevating the ordinary into cultural phenomena. And at the heart of it all? The ‘little treat’ mindset, where indulgence isn’t just allowed—it’s essential.
Teen Influencers, Spending, The Return of Crafting
March 13, 2025
If you thought the days of content houses were over, think again. While Hype House has faded into obscurity and Bop House is getting more attention than it (arguably) should, a new collective has entered the scene—this time with a mission to do good.
Gen Z Drinking Less: The Next Generation is Redefining Social Norms
March 11, 2025
Alcohol seems as if it has always been a staple of both culture and an active social life, particularly among young people. But when it comes to Gen Z, alcohol is having its cigarette moment.
Dress to Unimpress, Gen Z's New Power Move
March 6, 2025
Gen Z isn’t fooled—they’ve mastered the art of spotting a brand trip in the wild. So, we asked our Youthtellers (ages 15 to 27) how they really feel about brand trips, and the results should make marketers pause.
Gen Z Shopping Habits: The Secrets of How Gen Z Shops
March 4, 2025
When it comes to Gen Z shopping habits, they’re redefining how they shop. This means that brands need to rethink their strategies.
Leopard Print: Echoes of an Indie Sleaze Revival
February 28, 2025
Whether you’ve been scrolling through a retailer’s latest drop, stalking your favorite fashion influencer, or simply strolling through a hip neighborhood near you, odds are you’ve probably spotted some of the surefire signs of an indie sleaze revival.
Gen Z: Sober, Weird, and Breaking Beauty Norms
February 27, 2025
Yes, Alcoholics Anonymous. The Sober Curious Generation isn’t a simple story of 18+ year-olds who’ve sworn off alcohol without experiencing borgs, frat parties, overindulgence, and more.
"Boring" Brands Can Win Gen Z
February 20, 2025
Stop telling your marketing team to "be more like Duolingo." Instead, challenge them to do what actually matters: understand their audience deeply and deliver what that audience actually wants with confidence.
Anatomy Of A Gen Z Tweet: How Brands Can Cultivate An Authentically Contemporary Voice
February 18, 2025
So, can brands crack the code and master the art of the Gen Z tweet? Absolutely—but only if they’re willing to drop try-hard marketing and embrace the organic, self-aware humor that fuels online culture for those under the age of 27.
Hygiene Advice from a Stripper? Gen Z Says Yes
February 13, 2025
For beauty brands, StripTok represents an emerging micro-community where authentic, practical beauty advice thrives.
Fashion's Big Lie & Betting's New Trap
February 6, 2025
"There are other body types and they deserve love too," says one 23-year-old New Yorker, stating what should be blindingly obvious in 2025. Yet here we are, watching brands performatively preach inclusion while keeping plus sizes in the online shadow realm.
Job Hunt Sucks, TV’s a Letdown
January 30, 2025
Is quality a thing of the past? If you think young adults and teens haven’t noticed, you’re wrong.
Move Over, Instagram Gen Z Has Trust Issues
January 23, 2025
In the chaos of last week, one thing became clear: young people think Meta is "alright," but it's not really fun anymore.
RedNote, ChatGPT x Water, and Brands Respond to LA Fires
January 15, 2025
RedNote is a blend of Pinterest and TikTok, but the real question is: What does the generation that brought TikTok to the mainstream think of its possible replacement?
Speak Now or Forever Hold Your Comments: How Gen Z Is Redefining Modern Romance
January 10, 2025
While Dry January is nothing new, the growing wave of youth embracing sobriety feels like a plot twist no one saw coming.
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Social Media Surrealism: A Brand’s Guide to Gen Z Brand Marketing
January 7, 2025
Digital culture has never been more chaotic - or more deliberate in its chaos. What was once subcultural is now mainstream, with the most successful brands learning to speak Gen Z’s weird, incoherent language to speak to us there.
Breaking: Gen Z Caught Being Good With Money
January 6, 2025
Digital balance?...From dating apps to micro trends and even saving outfits for that “perfect” moment, they’re tossing out what no longer serves them.
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Gen Z Think Tank: Gen Z Social Media Habits
January 2, 2025
The blue check mark used to be that thing. Coveted, yet elusive to most, all the girls wanted to be her - all the girls wanted to have her. Now all the girls can buy her, and, consequently, we all care less about it.
Gen Z’s 2025 Obsessions
January 1, 2025
A good night’s sleep is no longer a secret. From liquid magnesium to the craze of weighted eye masks, social media is stacked with tips.
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Y2K Style Resurgence and Nostalgia: What Brands Need to Know
December 24, 2024
As the world gets more connected, people are more inclined to opt for Do Not Disturb, in all respects. Longing for simpler days (and tech) becomes pretty appealing when you grow up with screens constantly in your face.
Gen Z Shops with Their Inner Teen in Mind
December 23, 2024
Gen Z is starting to pay closer attention to TikTok’s LIVE Shopping feature, even if they haven’t fully embraced it yet. Currently, only 14.8% of Youthtellers aged 15-27 have made purchases via TikTok Live.
What Brands Can Learn From Tyler the Creator and Chromakopia
December 17, 2024
Brands can learn from this by creating storytelling-driven campaigns that focus on making Gen Z feel part of something bigger rather than mere consumers to peddle product to.
Gen Z Doesn’t Believe the TikTok Ban
December 12, 2024
For over a year, young people have shrugged off the idea that the app—one that helped them through pandemic boredom—could be taken away in the U.S.
Gen Z’s Holiday Nightmares
December 5, 2024
We’re skipping the usual talk about holiday sales, TikTok Shop hauls, or longing for childhood Christmas nostalgia, and going straight to the unfiltered takes from young people behind the register.
Conversational Marketing and Gen Z
November 26, 2024
In 2024, Gen Z expects brands to facilitate two-way conversations that make space for our feedback in real-time.
Podcast: Why Brands Get Canceled
November 21, 2024
Explore why brands face cancellation in 2024 and what Gen Z values in social media activism and accountability on the latest episode of "Ask Gen Z".
Gen Z and Dupe Culture: What Brands Need to Know in 2024
November 19, 2024
Gen Z loves fakes, frauds, and dupes - oh my! But that doesn't mean brands can't cash in on our love of knockoffs.
Gen Z Think Tank: Third Spaces Examples
November 12, 2024
The American Teen is in search of new hang-out spots, and Gen Z as a whole is sick of socializing through screens. But where do we go to unplug in a world hyperconnected to the online space?
Election Day Through Gen Z Eyes
November 8, 2024
As night fell and election results became clearer, a quiet resilience settled over the students—a shared commitment to being present as history unfolded.
What Brands Can Learn From The Failure of NFTS
November 5, 2024
In the thick of the AI craze, let’s look back at the evolution - and then failure - of NFTs as a roadmap of how to navigate the market when new tech disrupts it.
For Gen Z, Mobile First Design Is A Nonnegotiable
October 29, 2024
The relationship between consumers and brands has come to be defined by a new player: the shifting terrain of the online world and the devices that mediate our interactions there.
AI Besties <3
October 24, 2024
AI besties, boyfriends, and therapists are on the rise. With loneliness becoming more common, many young people are turning to AI to bridge emotional and social gaps.
What Gen Z’s Favorite Brands Are Doing Right
October 22, 2024
Being a Gen Z fave is as lucrative for brands as it is elusive. But, much like the formula to virality, earning the favor of a Gen Z audience can seem like lottery-level odds to work with.
Gen Z Think Tank: Night Life
October 15, 2024
Gen Z is staying in, with 71% choosing home over the uninspired nights out - but there may be a nightlife revival on the horizon.
Zyn, Gore, and Wills
October 10, 2024
Empowering or Problematic? For some, Zyn represents rebellion. For others, it serves as a coping mechanism. Zyn is the latest nicotine craze in the world of cigarette substitutes.
Gen Z, Darry Rings, and Love in the Era of Overconsumption
October 8, 2024
The Darry ring, a gimmicky promise ring with strict purchasing limits, plays on Gen Z's desires for commitment, but also raises questions about the commodification of love in the digital age.
Experiential Marketing Examples And Why They're Key To Reaching Gen Z
October 1, 2024
Gen Z has peered into the black abyss of consumerism and realized its excesses are bottomless; in the digital age, there is never a shortage of products on our feeds.
What Makes an It Bag & Reinventing Internships for Gen Z
September 25, 2024
Do you *really* understand youth audiences? - Our Hunch on Why Coach is Succeeding in a Post-It Bag World + Taylor Swift: Icon or Gen Z’s Ultimate ‘Pick-Me’?
Underconsumption: Why Gen Z is Breaking Up With Hyperconnectivity
September 24, 2024
Retro tech is bigger than ever, and nostalgia is barely a factor; we’re opting for dumbed-down devices over today’s overly integrated tech.
BookTok Trends Are Changing How Gen Z Reads - But Is It For The Better?
September 17, 2024
BookTok is making us read more, but its trends are not immune to the consumerist behavior pervasive in online spaces.
Gen Z Think Tank: Back To School Trends
September 10, 2024
Gen Z reflects on this season’s back-to-school trends, wishlist must-haves, and what brands can do to keep our attention through the semester.
Gen Z Think Tank: Insights on Size Inclusive Brands
September 3, 2024
Gen Z wants to see inclusivity in every aspect of what you do, from product ranges to marketing campaigns - we feel that brands that truly care aren’t afraid to show it.
Why Gen Z Content Marketing Agencies Are Your Secret Weapon
August 27, 2024
The best way to know Gen Z, is to be Gen Z - that's why it's best to work with agencies that can give you a direct line to us.
Elmo’s World: A Case Study on Memeing a Muppet
August 20, 2024
Mascots aren’t a new thing in advertising by any means, but if you have one, consider making it an Instagram page.
The Insider Info on Gen Z Shopping Trends
August 13, 2024
Despite our well-documented love for instant gratification, our items are spending more time in carts than at the register; with so much to buy, Gen Z takes our time considering a purchase.
Gen Z Think Tank: Insights on Slang in Advertising
August 6, 2024
The intersection of social media and pop culture has launched a new chapter in language evolution—and there are a lot of rules.
Gen Z By-The-Numbers: Analyzing Gen Z Consumer Trend Stats
July 31, 2024
Gen Z may not be a big deal to your brand yet - but we will be. So, if you aren’t adapting your marketing strategies to account for us in a major way, you’re behind the curve.
Gen Z Wants User-Generated Content - This is How Your Brand Can Give It to Them
July 23, 2024
UGC = un-sponsored content created by people who’ve actually used the products. A.K.A., the kind of content that still maintains the most sought-after attribute online: an assumption of authenticity.
MiriTheSiren: A Case Study on Messing Up Your Bag
July 16, 2024
MiriTheSiren, a content creator and Chic-fil-a employee gained a cult following on TikTok with her non-sponsored, unbiased reviews ... That is, up until she posted a video informing her audience that, to keep her job, she’d need to stop doing review content.
The Best Gen Z Marketing Campaigns Have These Characteristics…
July 9, 2024
Gaining a Gen Z cult following is no easy task, but it is well rewarded if achieved; our crowd just brings a certain kind of cool to the table. But to bag a Gen Z audience, your brand has to find a way to stand apart in the crowded digital space.
Gen Z Marketing Insights to Inspire Your Next Ad Campaign
July 5, 2024
Our generation’s relationship with the online space is not static. As we get older, so does the internet; for better or worse, we’re growing up together.
An Explainer on the TikTok Ban
July 2, 2024
The verdict is in: if you want to ban TikTok, the US government will have to pry it from Gen Z’s cold, dead, carpal tunnel-ed hands.
Unfortunately, recent legislation is ready to call that bluff.
What Does Gen Z Want From Brands on Social Media?
June 28, 2024
Ever come across a branded post on social that made you immediately cringe with secondhand embarrassment? ...
Well, that is called an ICK.
Gen Z is Not a Monolith: Understanding the Importance of Audience Segmentation in Youth Marketing
June 26, 2024
We are the most diverse generation on earth - homogenous marketing tactics just don’t work with us.
What Are The Top Social Media Platforms and How to Use Them to Connect With Gen Z.
June 20, 2024
Gen Z is chronically online - and with a little work, you can be too. At least, your brand can. These are the top platforms where we spend the most time and the differentiators between our consumer behaviors across them.
Think Tank: A Case Study on Quiet On Set and its Consequences
June 18, 2024
Quiet on Set didn’t surprise Gen Z - but it did reveal an industry-wide institutional malpractice within Hollywood we want to upend.
The New Standard: How Brands Can Understand Professionalism Post-Gen Z
June 13, 2024
Diversity and inclusivity are core values of our generation, and we bring them into the office with us. Natural hair is celebrated and specially styled for the conference room; our self-expression is curated for corporate rather than filtered.
Gen Z and The Importance of Authenticity
June 11, 2024
Our walls are thick, and our internal ad-blockers are sensitive; it takes a certain kind of brand not to set them off. An honest one. And in Gen Z’s world, that means more than the traditional expectation.
Generation Z and Why They're You're Most Important Customer
June 7, 2024
As the first true digital natives, we are driving seismic shifts in consumer trends, not to mention dropping billions into the global economy through our spending decisions. What does this mean for brands?
Need To Know Gen Z? Here's What They Want In A Brand
June 4, 2024
Innovation isn't just about flashy new products – it's about reimagining the entire brand experience. From immersive digital experiences to innovative business models, Gen Z wants brands to think outside the box.
5 Gen Z Marketing Strategies To Implement In 2024
May 23, 2024
No more same-old, same-old - here’s what you need to do to keep Gen Z’s attention in 2024.
What Jojo Siwa’s Rebrand Can Teach You About Marketing To Gen Z
May 15, 2024
Beloved Dance Moms smart-alec, family-channel TV personality, international hairbow titan-of-industry - Jojo Siwa has had many eras. According to the internet, this newest one is the worst.
Do Your Brand Values Align With Gen Z?
April 17, 2024
Gen Z is loud about what we care about; we believe that everything from what we wear to what we buy is a statement of who we are ...But where can brands find alignment with what Gen Z cares about?
5 Things You Need To Know About Gen Z And Brand Loyalty
March 29, 2024
When it comes to brand loyalty, Gen Z plays by new rules - the ones we set. But unlike past generations, Gen Z does brand loyalty differently - and notably, we’re never afraid to switch it up.
Tech And Youth: How Can Brands Use VR & AR Effectively To Connect With Young People
March 24, 2024
Gen Z has spoken: Alter reality, but don’t dupe it. The next great frontier for AR & VR? Advertising - specifically to Gen Z.