Teen Influencers, Spending, The Return of Crafting
Is Gen Z really buying less?
Glow House: The Content House That Swears It’s Different (But Is It?)
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.
Enter Glow House. Launched in late February, this latest Gen Z creator house has amassed 1.4 million TikTok followers in just three weeks. With an emphasis on positivity, it aims to rewrite the script on content house culture, one that’s been plagued by cliques, controversy, and, of course, internet-fueled drama. But is it succeeding?
While the nostalgia of coordinated dances and slow-drip creator reveals has kept engagement high, audiences are raising eyebrows. The first wave of criticism? The hyper-polished beauty looks that make these teens appear decades older. The second? The initial lack of diversity. When a person of color was finally announced, the internet was quick to question whether it was a genuine move or a PR band-aid.
And then there’s the bigger issue: Who, exactly, is Glow House representing? A scroll through their feed showcases a sea of thin, conventionally attractive, acne-free teens. For a group that claims to embody today’s youth, they’re missing a huge part of the picture: the realities of puberty, body changes, and the very skin struggles that fuel the beauty industry itself.
So what can marketers learn from this? The rapid growth of Glow House proves that content houses still have a place in the social media ecosystem—but only if they evolve. The question isn’t just whether we’ll see more versions of this model (we likely will), but how brands can create alternative versions that tap into more authentic, creative, and diverse storytelling beyond the beauty space.
Marketers looking to replicate this strategy should take note: Gen Z and Gen Alpha aren’t just looking for polished perfection. They’re drawn to real people who reflect their everyday struggles and experiences. The next iteration of creator houses—or brand-backed collectives—will need to rethink the formula if they truly want to resonate with young audiences.
Everyone’s Talking About Buying Less—But Is Gen Z Really Cutting Back?
You’ve probably heard that Gen Z is leading the charge in rejecting consumerism—but is the generation known for little treat culture actually cutting back? Well… kind of.
50% of our Youthtellers (ages 15–27) say they’re spending less than they did last year—but it’s not just about saving the turtles or cutting back on consumerism. While inflation plays a role, with 71.7% cutting back due to rising prices, what’s more interesting is that 64.2% are intentionally being more mindful about how they spend their money. It’s not just about having less—it’s about choosing to spend differently.
So what are they cutting back on?
Fashion (68%) is the biggest casualty—turns out those micro-trends just aren’t worth it.
Eating out and cute cafes are also on the chopping block, with 62% cutting back.
And despite their reputation for being chronically online, even spending on entertainment is down—55% are skipping movies, concerts, and streaming services.
Gen Z isn’t giving up on fun completely—at least not for those who’ve discovered coupons. A solid 76% say they always or often use discounts—because why pay full price when you can get a deal? Young consumers aren’t abandoning their culture of consumption—they’re just being smarter about where and how they spend.
Doom-Scrolling Is Out, Cross-Stitching Is In
Teens and tweens might be known for doom-scrolling, but lately, their hands are busy with something else—crafting. Grandma hobbies are officially trending, with Gen Z swapping screens for scrapbooks, crochet hooks, and beaded bracelets. 85% of our Youthtellers (ages 15–27) say crafting is cool again. The must-have item of 2025 might just be something you make yourself.
How did we get here? TikTok, of course. 78% said social media sparked their interest in crafting, niche DIY creators turning old-school hobbies into viral must-tries. Think: crochet tops straight off the Miu Miu runway, handmade “cool girl” jewelry, and bullet journals for mental clarity. As one Youthteller put it, “Crocheting blew up on TikTok, and now everyone wants to make their own clothes and accessories.” – 20 Y/O, Irvine, CA
Crafting isn’t just about aesthetics—it's a stress reliever. 77.8% said they craft to relax, proving that DIY culture is basically the new meditation (but with cuter results). In a fast-paced world, slowing down to make something by hand hits different. Brands, take note: tapping into this handmade, hyper-personalized trend could be key to winning Gen Z’s attention.
*This article was originally posted on Substack. Click HERE to subscribe