From Hot Ones to Hot Deals

If it’s spicy, sour or under $5 young people are interested.

The Recession Didn't Stand a Chance: Gen Z's Survival Guide

Gen Z isn't waiting for economists to declare a recession; they're already building their financial bunkers. While older generations check investment portfolios, our Youthtellers (ages 15-27) are swapping budget hacks in group chats.

69% say they hear peers discussing a potential recession "all the time," making economic anxiety as common as TikTok trends. But instead of panicking, they're strategizing:

"I'm already preparing for one to happen, so I've been cutting back on spending and trying to have more money in my savings." — 24 Y/O, Texas

But, this isn't their first crisis, and reacting out of fear? That isn’t Gen Z’s thing. Instead, they simply re-adapt to the world around them, something they are about to do once more, given that 78% report being highly worried about a financial recession, and that they're already making money-saving moves.

The first cuts? 67% will drop restaurants and food delivery, 56% will avoid new fashion purchases, and 53% will skip concerts. What stays? Groceries (82%), internet (80%), and transportation (76%).

Most telling: 80% are either "very likely" to switch to secondhand and budget alternatives, or already shop that way. Budget-consciousness isn't temporary; it's become a default.

For brands, Gen Z has clear advice:

"Don't talk down to Gen Z. Approach it human to human and don't blame the generation for the conditions that make them less likely to be a consumer!" — 25 Y/O, Arizona

$1 Gloss, $2 Face Masks, and Zero Shame

Let’s talk Dollar Stores. Gen Z isn’t just grabbing cheap snacks and toilet paper— they're building beauty routines, one $2 find at a time. And no, it’s not weird. It’s smart.

Maybe it’s not blowing up in every group chat, but grabbing a gloss for the price of an iced coffee isn’t taboo. It’s strategic, saves money, and for many, it’s just part of the routine.

According to our Youthtellers (ages 15–28), 55% go to discount shops a few times a year to test new products without the guilt. While beauty purists may still treat Sephora and Ulta like sacred ground, Gen Z shops are based on value, not brand loyalty.

75% say affordable prices drive their Dollar Store beauty purchases. Nearly half (47.5%) shop to experiment. Low cost means low risk, which makes the dollar store an unexpected hotspot for beauty discovery. As one 25-year-old from Los Angeles put it: "I used an eyeshadow product and it made my eyes swell up. Thankfully, it went away after a few hours... but that's exactly why I test at the dollar store first!"

Nail products are especially popular, with 58% loving the color variety and budget-friendly press-ons. And while they might reserve their luxury skincare for special occasions, they’re not spending $20 on a makeup sponge when the $1 version gets the job done. In fact, 93% say tools like brushes and sponges from discount stores work just as well as what’s sold at major retailers.

This isn’t just budget beauty. It's accessible, fun, and refreshingly low-pressure. 60% of our Youthtellers either feel no judgment about using Dollar Store beauty or simply don't care what others think. If your product encourages experimentation, offers clean ingredients (which 45% are specifically looking for), and doesn't take itself too seriously, Gen Z's in. And if they love it? You'll hear about it.

Gen Alpha’s Taste Buds Are All About Maximum Flavor

Sour Patch Kids. Takis. Kimchi. Hot honey.

For Gen Alpha, flavor isn’t just about taste—it’s about intensity. The more sour, the more spicy, the better. These aren't just snacks; they’re status symbols.

Unlike previous generations, Gen Alpha is experiencing global cuisine at an unprecedentedly early age. Raised by multicultural Millennial parents who value diversity and cultural exploration, these kids are embracing bold international flavors from the start. Add in the fact that they’ve also been raised on internet challenges, mukbangs, and food trends, it makes sense that this generation’s palate is shaped by boldness and novelty.

Traditional snack foods? Boring. Instead, they’re reaching for what their parents didn’t appreciate until well into adulthood: pickles, olives, caviar, oysters, tinned fish—the once "acquired tastes" that now signal cultural cachet online.

The rise of swicy (sweet + spicy) only fuels the trend further. It’s the perfect TikTok-friendly combo: visually chaotic, unexpected, and sensory-overload in the best way.

Even beyond the plate, spice is entertainment. The interview show, Hot Ones continues to rack up viral interviews with popular celebrities and boasts over 14.7 million YouTube subscribers. Eating extreme heat has become a spectator sport and, in many cases, a branding opportunity.

For Gen Alpha, taste isn't just taste, it's identity. A little chaos. A lot of culture. And a world of flavor. As this generation continues shaping the cultural landscape with their sophisticated palates and global mindset, successful brands will be those that embrace this bold, sensory-forward approach, offering experiences as boundary-pushing and culturally fluent as the generation itself.

*This article was originally posted on Substack. Click HERE to subscribe