Pay Gaps, Night Masks & The Death of Spring Break
Gen Z will spend money if you keep it interesting
Morning Shed: Consumerism, Collagen, and a Little Crazy
“Consumerism’s final boss.” 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. This trend isn’t new, but it’s definitely reached peak absurdity, turning beauty sleep into a high-maintenance production.
But this absurdity is what sells, and the trend is working. The sheer volume of products involved might feel comical, but people are willing to buy it to feel more beautiful, calm and relaxed. When it comes to testing out new products, our data shows that 18% of Youthtellers feel pressured to always buy the latest ‘it’ items, turning skincare and self-care into a never-ending consumption spiral. There’s a sense of overwhelm baked into this ritual, with 55% admitting that keeping up feels like too much. But there’s also something oddly comforting about it—42% of respondents say they find their nighttime routines soothing, like a little slice of control in an otherwise chaotic world.
Influencers Have Clocked the Pay Gap
The pay gap convo has officially hit influencer territory — and it’s not just about gender. The glaring gap between what white creators make and what Black creators, and creators of color make is getting harder to ignore, thanks to a little transparency: Bran Flakezz—who just crossed the million-follower mark—dropped a video revealing he made $768K last year. Naturally, the internet had thoughts. Aliyah's Interlude stitched the video to make a critical point that many minority creators know all too well: We’re not making nearly as much as you.
Millennial macro influencers have kept their earnings pretty quiet. Sure OG beauty creators have called out the rage baiting of Black influencers and the lack of inclusion for Asian and Hispanic creators, but we’re just starting to see honest conversations about how deep the pay gap really is thanks to Gen Z.
Has Gen Z Given Up on Spring Break?
Remember when spring break had marketers drooling and parents stressing? Yeah, not so much anymore. It’s 2025, and Gen Z seems to have collectively decided that spring break just isn’t worth it anymore. Need proof? Ashtin Earle—yes, that Alix Earle’s sister—ditched the beach for bed, vlogging from home and eating soup while Miami Beach slapped more restrictions on the spring breakers who make their town the ‘it’ destination. And while Houston saw an influx of young adults, we can’t help but notice the genuine decline in interest.
So, has spring break been tossed out like last week’s micro-trend? Kinda. We polled our Youthtellers (ages 15–27), and 41% said they didn’t even think about it. While 21% are still traveling, most (53%) see it as fun but not a priority. The main culprit? Money—and maybe just pure lack of effort. As one 23 Y/O in Portland, OR put it:
“It’s too expensive, I have work/school commitments, the travel feels like too much effort, and none of my friends are going anywhere.”
When even the hardcore partiers are staying home, it’s clear the vibe has shifted. Sure, 67% say they’d spend up to $500 on a break, but even those who are down to spend are mostly sticking local (18%).
But before brands throw in the towel, maybe it’s time to rethink the approach. Instead of pushing the old-school beach bash, why not lean into more diverse ways of taking a break? It’s not that Gen Z wants the party to be over, their idea of fun has just shifted.
*This article was originally posted on Substack. Click HERE to subscribe