Guilt is the new black

Our new research confirms what we suspected; consumers are feeling guilty if they’re financially secure amid COVID-19. What this change in behavior means for brands and advertising. 2020 may go down as one of the most unpredictable years in recent history. There has been so much uncertainty across the board for consumers, influencers, and brands.…

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Why Gen Z loves TikTok

It’s not just silly dance videos or social organizing. TikTok is the center of Gen Z’s media universe. It seems every generation has had their own ways to mix media and friendships. Boomers had radio and television to bond over. Xers had mixed tapes and movie theaters, Millennials were the first to have media and…

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What’s in? Upcycling

What’s in? Upcycling, customizing, reusing, and reselling. Why? Gen Zs are values-oriented consumers who are looking for more responsible ways to consume. How can your product, service, or content be consumed more responsibly? That’s the key to relevancy with Zs, the next generation of consumers. The pandemic is accelerating what had already been in motion…

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Ok… Zoomer?

Why naming Gen Z is so complicated. You’ve likely heard the term Generation Z, especially if you follow our work. But have you ever wondered why they’re called Gen Z to begin with? Z has always been a bit of a placeholder name to mark the generation following Millennials (first called Generation Y). Zs (born…

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Sit down with Fashion Snoops

Some highlights listed below – last week I spoke with Fashion Snoops as part of their “Fireside Streams” series of discussions with “a range of characters from the zeitgeist – from macro thinkers and artists, to change makers and disruptors”. Influencer culture is undergoing a sea change and the influencers who succeed from here on out will be the…

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