Gen Z Preferences: Youth Culture and Digital Habits
INFO
YOUTUBE2026-08-25wgsn
171. The Creator Economy – Who Needs a Commercial Anymore?
STANCE
00:00
05:00
10:00
15:00
20:00
25:00
6 intervals • swipe left
171. The Creator Economy – Who Needs a Commercial Anymore?
The creator economy is evolving as creators engage audiences through live events and physical experiences, moving beyond traditional social media platforms. Screeny, founded by Elizabeth McLeod, facilitates these connect…
FULL
00:00–05:00
The creator economy is evolving as creators engage audiences through live events and physical experiences, moving beyond traditional social media platforms. Screeny, founded by Elizabeth McLeod, facilitates these connections by creating offline experiences that foster community and showcase content in new environments.
- The creator economy is evolving, with creators increasingly moving beyond social media to engage audiences through live events and physical experiences, challenging traditional advertising methods
- Screeny, founded by Elizabeth McLeod, focuses on creating offline experiences that connect creators with their audiences, showcasing their content in new environments and fostering community
- The creator economy is projected to be worth $500 billion by 2027, highlighting the significant financial potential for creators who diversify their revenue streams beyond online platforms
- Creators are transforming their intellectual property into business models, engaging in brand partnerships and product licensing, similar to strategies employed by traditional celebrities
- An example of this trend is Preston Plays, who integrates brand partnerships like GoGo Squeeze into his content and live events, effectively aligning with his audiences interests
Read full analysis
STANCE
STANCE MAP
Supporters of the creator economy's shift to offline experie
- Brands are adapting to new strategies that prioritize direct engagement over traditional advertising
Critics of the reliance on physical events
- Concerns about accessibility and inclusivity for fans unable to attend in-person events
Neutral / Shared
- The creator economy is evolving, with creators increasingly moving beyond social media to engage audiences through live events and physical experiences, challenging traditional advertising methods
FULL
05:00–10:00
The creator economy is shifting towards physical spaces as audiences seek community and connection, particularly after the isolation of the COVID-19 pandemic. This trend highlights the importance of in-person interactions and diversified revenue streams for creators as they navigate potential social media bans.
- The revival of physical spaces for creator fandoms is driven by a growing desire for community and connection, especially after the isolation experienced during the COVID-19 pandemic
- Many young attendees at creator events have never been to a movie theater, highlighting a generational shift in social experiences and the importance of in-person interactions
- Creators are increasingly moving off social media platforms to maintain connections with their audiences, especially in light of potential bans on platforms like YouTube in certain countries
- The emergence of subscription models and alternative connection points, such as Discord groups, allows creators to engage with fans outside traditional social media, providing stability amid platform uncertainties
- The need for diversified revenue streams is underscored by the risks associated with reliance on social media, as algorithm changes or platform policies can significantly impact creators livelihoods
METRICS
OTHER
80 some percent%
details
CONTEXT: percentage of attendees at a creator event who had never been to a movie theater
WHY: This indicates a significant generational shift in social experiences and highlights the importance of in-person interactions
EVIDENCE: 80 some percent of the kids that came to this event had never been to a movie before, not to a movie theater, which is crazy
FULL
10:00–15:00
The creator economy is increasingly moving towards offline experiences, with creators diversifying their engagement strategies beyond social media. Screeny facilitates these connections by leveraging a vast network of creators to enhance brand activations and partnerships.
- Creators like Mr. Beast are successfully diversifying their presence beyond social media, engaging audiences through products and events, which highlights the importance of not relying solely on one platform
- Brands are shifting their advertising strategies to focus on direct engagement with fans at events, moving away from traditional metrics like impressions that do not directly correlate to sales
- The integration of creators into licensing deals offers a unique marketing advantage, as creators inherently understand their audiences and can drive sales without heavy reliance on traditional advertising methods
- Screenys approach to licensing involves leveraging a substantial roster of creators with over a billion followers, allowing for effective brand activations and partnerships that resonate with engaged audiences
- The licensing expo serves as a platform for Screeny to showcase its creators and secure valuable deals, emphasizing the need for brands to adapt to new channels in the evolving creator economy
METRICS
OTHER
25 to 35,000 peoplepeople
details
CONTEXT: average attendance at Screeny's premieres
WHY: This level of engagement provides brands with a significant opportunity to connect with fans directly
EVIDENCE: some of our premieres, it's, you know, 25 to 35,000 people
FULL
15:00–20:00
The creator economy is shifting focus from follower count to community engagement, emphasizing the importance of meaningful connections between creators and their audiences. Screeny facilitates this transition by creating tailored offline experiences that enhance brand activations and foster community.
- The shift in the creator economy from follower count to community engagement, emphasizing that a creator with 500,000 followers can be more impactful than one with millions if their audience is highly engaged
- Screeny is focused on creating meaningful connections between brands and creators, utilizing a data-driven approach to identify where a creators audience is concentrated to maximize event attendance and engagement
- The company aims to sell out theaters for creator events, prioritizing the quality of the audience experience over sheer numbers, as a packed venue enhances the overall atmosphere and connection among fans
- Screenys strategy involves understanding brand goals and crafting tailored partnerships rather than applying a one-size-fits-all approach, ensuring that collaborations are mutually beneficial and aligned with brand objectives
METRICS
OTHER
500,000followers
details
CONTEXT: the follower count of a creator being considered for a tour style premiere event
WHY: This highlights the shift in focus from sheer numbers to engagement quality
EVIDENCE: his follower count, I think is in the like the five to 700,000.
OTHER
10stops
details
CONTEXT: the number of stops for the tour style premiere event
WHY: This indicates a focused approach to maximizing audience engagement at each event
EVIDENCE: we're only doing 10 stops with him.
FULL
20:00–25:00
The creator economy is increasingly shifting towards offline experiences, with creators focusing on community engagement and authenticity. This transition is reshaping brand collaborations and entertainment, as creators gain more control and recognition in the market.
- Brands are seeking to reposition themselves in the market by creating exclusive, high-end experiences, such as dinner theaters paired with tastings, to engage a premium audience
- The future of entertainment is increasingly creator-led, with creators gaining more control and recognition, as evidenced by figures like Alex Earl and Whitney Levitt, who have successfully transitioned into mainstream platforms
- Creators are effectively engaging audiences and driving sales through innovative methods like live shopping, which challenges traditional advertising models and suggests that conventional commercials may become obsolete
- The evolution of entertainment is marked by creators who are entrepreneurial and determined, often disregarding skepticism to pursue their visions, which is essential for success in a rapidly changing market
- Collaborations between brands and creators are becoming more tailored and strategic, focusing on mutual benefits and aligning with brand goals to enhance audience experiences
FULL
25:00–30:00
The creator economy is evolving as creators prioritize authenticity and community engagement over traditional metrics like follower count. Screeny plays a pivotal role in facilitating offline experiences that enhance connections between creators, brands, and audiences.
- Creators are increasingly agile, moving quickly from ideation to execution without the lengthy approval processes typical in traditional media
- The emphasis on authenticity in content creation is gaining traction, as audiences respond positively to genuine and spontaneous moments
- The importance of creative collaboration, where ideas can be rapidly transformed into tangible outputs, reflecting a shift in how content is produced
- Screeny, founded by Liz McLeod, exemplifies how brands can effectively connect with creators and audiences, enhancing the overall value of the creator economy
INFO
YOUTUBE2026-08-23cole hastings
Gen Z's Morality Crisis
STANCE
00:00
05:00
10:00
15:00
4 intervals • swipe left
Gen Z's Morality Crisis
A third of Gen Z believes that extreme wealth, particularly billionaires, is morally wrong, which is significantly higher than previous generations. The decline of religious authority has led to a questioning of traditio…
FULL
00:00–05:00
A third of Gen Z believes that extreme wealth, particularly billionaires, is morally wrong, which is significantly higher than previous generations. The decline of religious authority has led to a questioning of traditional moral values, resulting in a broader range of moral perspectives among Gen Z.
- Approximately one-third of Gen Z views extreme wealth, particularly billionaires, as morally wrong, a sentiment significantly higher than that of previous generations
- The decline of religious authority and the rise of secularism have led to a questioning of traditional moral values, allowing for a broader range of moral perspectives
- Gen Zs moral debates are influenced by the accessibility of diverse viewpoints online, exemplified by the rise of controversial philosophies like antinatalism, which argues against procreation
- The asymmetry argument, popularized by philosopher David Benatar, posits that avoiding pain by not existing is preferable, challenging conventional views on the morality of having children
- The internets role in democratizing information has enabled Gen Z to engage with and advocate for unique moral positions, fostering a culture of moral debate and variation
Read full analysis
STANCE
STANCE MAP
Gen Z's moral perspectives are shaped by diverse influences.
- A significant portion of Gen Z views extreme wealth as morally wrong
Concerns about moral variation leading to negative outcomes.
- Excessive moral awareness can result in extreme justifications for unacceptable behaviors
Neutral / Shared
- Moral variation can encourage questioning of accepted beliefs
FULL
05:00–10:00
Gen Z exhibits a diverse range of moral opinions, influenced by the internet culture that amplifies these discussions. This generation's perception of morality is shaped by a system that appears to reward moral compromise for financial gain.
- The internet has created a culture where diverse moral opinions can gain significant traction, leading to extensive debates and echo chambers that reinforce existing beliefs
- Content creators often impose their moral biases on audiences, attracting followers who share similar experiences and values, which can result in a lack of open-mindedness during discussions
- Jubilees debate format, where one person argues against a group, tends to escalate into heated exchanges rather than constructive dialogue, with participants more focused on winning than understanding differing viewpoints
- Despite the prevalence of moral debates, many individuals seek affirmation of their beliefs rather than genuine philosophical engagement, complicating the discourse around morality
- Gen Zs perception of morality is influenced by a system that seems to reward moral compromise for financial gain, leading to a belief that wealth accumulation is inherently immoral and that issues like abortion are more justified compared to previous generations
FULL
10:00–15:00
Gen Z perceives billionaires as immoral largely due to the belief that wealth accumulation is tied to exploitation and inequality. This generation grapples with moral debates stemming from the dichotomy of participating in a flawed system versus abandoning their morals.
- Gen Z perceives billionaires as immoral largely due to the belief that wealth accumulation is tied to exploitation and inequality, leading to a moral crisis within the generation
- The dichotomy of participating in a flawed system versus abandoning morals creates ongoing moral debates, with many feeling trapped between these two paths
- The concept of Rizantimon suggests that feelings of powerlessness can lead to moral condemnation of the wealthy, but this does not fully explain Gen Zs moral outrage, which is often rooted in genuine concerns about injustice
- Gen Z has unprecedented access to information about wealth and power dynamics, making it harder to ignore the moral implications of economic systems and decisions
- The internet amplifies moral debates, rewarding provocative judgments and allowing Gen Z to construct their own moral frameworks while also exposing them to competing philosophies
FULL
15:00–20:00
Gen Z exhibits a complex relationship with morality, often questioning traditional beliefs and values. This generation's moral perspectives are heavily influenced by internet culture and the discourse surrounding wealth and inequality.
- Moral variation within society can be beneficial, as it encourages questioning of accepted beliefs and exposes injustices
- However, excessive moral awareness can lead to obsession, resulting in extreme justifications for abhorrent behaviors
- The internets vast information access allows for the construction of personal moral frameworks, but it also amplifies divisive moral debates
- Engagement in moral discussions often leads to reinforcement of existing views, particularly in online comment sections
INFO
YOUTUBE2026-08-04wgsn
Generation Grazia – What Millennial Women Want
STANCE
00:00
05:00
10:00
15:00
20:00
5 intervals • swipe left
Generation Grazia – What Millennial Women Want
Millennial women are increasingly frustrated with brands that fail to acknowledge their evolving needs and realities. Despite having higher household incomes, many experience financial insecurity, leading to more mindful…
FULL
00:00–05:00
Millennial women are increasingly frustrated with brands that fail to acknowledge their evolving needs and realities. Despite having higher household incomes, many experience financial insecurity, leading to more mindful consumption habits.
- Millennial women express frustration with brands that target them as if they are still in their twenties, resulting in a disconnect between marketing and their current needs
- The Generation Grazia report reveals that many brands overlook the evolving priorities and realities of Millennial women, failing to connect meaningfully
- Despite higher household incomes, many Millennial women experience financial insecurity, which affects their shopping behaviors and promotes more mindful consumption
- Luxury items, particularly in accessories and beauty, remain attractive to Millennial women who prioritize quality and longevity in their purchases
- There is a notable increase in spending on wellness and beauty among Millennial women, indicating a significant shift in their priorities
METRICS
REVENUE
45,000 poundsGBP
details
CONTEXT: sales from a specific dress
WHY: This highlights the effectiveness of relatable marketing in driving sales
EVIDENCE: we sold 45,000 pounds worth of that dress.
OTHER
over 75,000 poundsGBP
details
CONTEXT: average household income of Millennial women
WHY: Indicates potential spending power despite feelings of financial insecurity
EVIDENCE: a large percentage are in households that have over 75,000 pounds coming in every single year.
Read full analysis
STANCE
STANCE MAP
Millennial Women
- Prioritize brands that align with their values and ethics
- Seek meaningful experiences over mere product consumption
Brands
- Often target Millennial women based on outdated perceptions
- Struggle to adapt marketing strategies to reflect current realities
Neutral / Shared
- AI can enhance creativity by automating data analysis
- Emotional storytelling is crucial for connecting with audiences
FULL
05:00–10:00
Millennial women are increasingly prioritizing emotional well-being and self-perception in their beauty and wellness choices. This shift has led to a significant increase in their beauty spending, reflecting a deeper understanding of skincare and a desire for meaningful experiences.
- The wellness industry is shifting towards soft wellness, emphasizing a balanced and less judgmental approach to self-care, moving away from perfectionism
- The pandemic has broadened the definition of beauty for many, highlighting the importance of emotional well-being and self-perception, which has led to increased beauty spending among Millennial women
- Millennial women are now spending 68% more than the national average on beauty, reflecting a growing understanding of skincare and a willingness to try both traditional and innovative treatments
- There is a trend among Millennial women to invest in experiences that foster joy, such as travel and events, as they seek meaningful connections in a challenging environment
- In response to these evolving preferences, brands are launching community-focused initiatives, including beauty clubs and tailored content, to better meet the needs of Millennial women
METRICS
OTHER
68%%
details
CONTEXT: increase in beauty spending among Millennial women
WHY: This indicates a significant shift in consumer behavior and priorities
EVIDENCE: they now spend double the national average, 68%
FULL
10:00–15:00
Millennial women are shifting their priorities towards experiences that promote holistic living and joy, rather than mere product consumption. This change reflects a deeper understanding of their emotional well-being and the need for brands to adapt to these evolving preferences.
- Millennial women are increasingly prioritizing experiences such as concerts and festivals, reflecting a shift towards holistic living and joy rather than mere product consumption
- Brands that adapt to these evolving preferences can create comprehensive experiences that resonate with Millennial women, transforming events into memorable occasions
- The discussion around AI emphasizes its potential to enhance creativity by automating data analysis, freeing up time for innovative ideas and content creation
- Personal stories highlight the emotional effects of the pandemic on media and content creation, underscoring the need for deeper audience connections and a redefinition of societal heroes
FULL
15:00–20:00
Millennial women are increasingly prioritizing brands that align with their values and ethics, leading to a shift in consumption patterns. This demographic is more likely to abandon brands that do not resonate with their beliefs, emphasizing the importance of authenticity in marketing.
- Grazia leverages AI to improve content creation efficiency, focusing on emotional storytelling that connects with audiences
- Authentic, unfiltered imagery on social media drives higher engagement, as consumers prefer relatable content over polished visuals
- 39% of consumers abandon brands that do not align with their values, highlighting a trend towards mindful consumption influenced by ethical considerations
- Grazia advocates for issues like maternal mental health and the gender pension gap, fostering trust with their audience and impacting shopping behavior
- There is a growing disconnect between consumer values and brand practices, leading many to withdraw support from brands lacking genuine ethical commitments
METRICS
REVENUE
45,000 poundsGBP
details
CONTEXT: sales from a specific dress promoted by Grazia
WHY: This indicates the significant impact of relatable marketing on sales
EVIDENCE: we sold 45,000 pounds worth of that dress.
OTHER
39%%
details
CONTEXT: percentage of consumers who abandon brands not aligning with their values
WHY: This highlights the critical need for brands to align with consumer ethics
EVIDENCE: 39% of people walked away from a brand that doesn't fit with their values or their ethics.
FULL
20:00–25:00
Millennial women are increasingly recognized as multifaceted individuals whose identities extend beyond motherhood. Brands must adapt their marketing strategies to reflect the evolving realities and priorities of this demographic.
- Brands often target millennial women based on their younger selves, overlooking their current realities, such as motherhood
- Grazias parenting community, The Juggle, was established in response to the growing interest in parenting content, emphasizing that motherhood adds new dimensions to a womans identity without changing it
- Affordable childcare has become a key issue, reflecting how parenting experiences influence consumer priorities
- Successful marketing to mothers necessitates a deep understanding of their evolving needs and honest, relatable communication
- Hattie Brett, Grazias Editor-In-Chief, shares her mixed feelings about leaving the brand after eight years, seeking to redefine ambition for millennial women
Loading more...