AI besties <3
Why can’t Gen Z just phone a friend?
The New Companions of a Lonely Generation
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. Whether it’s a quick laugh, a virtual therapy session, or relationship advice, AI provides support that’s accessible, immediate, and free from judgment.
For Gen Z, limited access to mental health services and disconnection from traditional social networks make these digital companions especially appealing. AI offers comfort and connection, stepping in during moments when engaging with real people feels overwhelming.
Social Media Has Always Been About Attention
Yes, connection and technology matter, but from the start, social media has thrived on attention. Think back to the early days—everyone was obsessed with curating their profiles. Maybe you didn’t rack up 10k followers on Tumblr, but it wasn’t about the numbers; it was about the YOU at the center of it all.
On TikTok, this focus on attention has only intensified. Users are doing the most—some might say too much—just to stay visible. From exaggerated storytimes and questionable confessions to marathon live streams that feel like surveillance, the lengths people go for engagement are hard to miss. While social media offers incredible creativity, original ideas, and fresh content, it’s a stark reminder that beneath it all, the internet still functions as a stage where everyone is vying for their moment in the spotlight.
Time is a Flat Circle. Here’s a list of old trends Gen Z is embracing right now:
Broad City vibes via “In the clerb, we’re all fam.”
Heavy makeup
80s Editorial
Arm candy – the bigger the bangle the better
TikTok series inspired by old TV shows:
- Boy Room channels the energy of Room Raiders.
- Style Makeover with @Stylingwithkenzie gives a fresh take on What Not to Wear.
How Brands Can Capitalize on College Students Who Can’t Do Laundry
Many Gen Zers view tasks like washing clothes and cleaning as things to outsource to a service or their parents (TBH). Or they think: “Why worry about laundry when it’s just as easy to buy something new?” This gap presents a unique opportunity for brands to fill.
So, what’s a brand to do? Instead of just selling laundry products or offering same-day services at face value, they can employ relatable personas to provide fun education for commonly searched Qs. For example, Persil captured attention with their Wardrobe Refresh Hotline, showcasing how brands can creatively engage this audience.
*This article was originally posted on Substack. Click HERE to subscribe.