Dress to Unimpress, Gen Z's New Power Move
Also they saw your brand trip (and yawned)
Brand Trips: 62% See Value, But Only 24% Actually Buy
At this point, we all know the signs. A wave of influencers "spontaneously" lands in the same over-the-top destination, posting eerily similar content about one brand. 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: 62.1% think brand trips can be effective, yet only 24.1% have ever actually bought something because of one. That’s a 38-point reality check. The good news? There’s a fix.
Here’s how marketers can close the gap and turn passive viewers into actual buyers:
- Shake up the influencer roster (42%) – Consumers are over the copy-paste influencer aesthetic. Mix it up—different follower counts, backgrounds, and personalities create content that feels fresh and actually relatable.
- Price matters (35%) – If every product in the trip screams "trust fund energy," expect little traction. Even luxury brands need accessible entry points so people can buy something without taking out a loan.
- Encourage real talk (38%) – Perfect reviews are suspicious. Let influencers keep it real with candid takes, even mild critiques. Turns out, honesty sells.
Brand trips can work—but only if marketers stop treating them like a glossy fantasy and start making them feel real. Adapt or keep throwing money at content no one acts on. Your move.
Go Live or Go Home: How Unfiltered Content Captures Gen Z Attention
The hyper-polished, airbrushed aesthetic? Yeah, Gen Z is over it. Overly edited content has been losing steam for a while, but now it’s undeniable—raw, unfiltered, and completely real is what actually resonates.
Enter live content. In a world oversaturated with reality-warping filters and curated perfection, livestreams offer something different: spontaneity. While Twitch might be the first platform that comes to mind, our survey says the real action is happening on TikTok (used by 64% of respondents) and Instagram (55%), with YouTube Live (45%) close behind.
Why the hype? Simple: 51.5% say live content “feels more real and unfiltered,” while 36.4% admit FOMO keeps them watching—because nothing kills the vibe like being the only one who missed the viral moment. When given the choice, a solid 70% would rather watch a livestream than settle for a recap or social clips.
For brands, the message is clear: livestreaming isn't just an optional add-on—it's becoming a cornerstone of youth culture. The most successful strategies won’t just tack on live content as an afterthought. Instead, they’ll seamlessly blend authentic, platform-native livestreams with just the right level of production polish. The key isn't choosing between polished and raw content, but knowing when each serves your message best.
Inside the Deliberate Anti-Appeal Revolution
It’s time to dress to unimpress. The latest rebellion? Dressing for no one but yourself. While TikTok and Instagram debate the ‘male gaze’ vs. ‘female gaze’ fashion, young adults are ditching the idea altogether—choosing style that reflects their ideal selves, not outside approval.
Enter taste-defiant fashion: a movement rejecting algorithm-driven trends in favor of unapologetic, unconventional looks. Clashing colors, unexpected styling, and so-called “bad taste” are now statements of individuality, not faux pas. Micro-communities are forming around this ethos, proving that the coolest aesthetic isn’t curated—it’s completely unbothered.
*This article was originally posted on Substack. Click HERE to subscribe