Hello everyone and welcome to our newsletter on all things Gen Z.

🎉🎉🎉🎉🎉

Today’s newsletter is brought to you by me (Holly) as Kamal enjoys a well-earned week in the sun. Although I’m sure he’ll still find time to read this newsletter (as he does each week, even though we write it).

In this issue, we’re talking about being delulu (scroll down to find out what that’s all about), how interior decor tastes are shifting with the next generation, and the latest on generative AI. I hope you enjoy and learn something new. Best case scenario, you find something interesting to chat about over dinner. Worst case scenario, you close the email and go and enjoy your weekend. It’s a win-win.

My world is all about fashion this weekend - it’s London Fashion Week and I’m attending some shows for Capsule, our Gen Z fashion and pop culture newsletter. If style, trends, and culture sound like something you want more of in your life, do sign up!

Have a wonderful weekend,

Scamming is on the rise…

New research from UK Finance has found that under 25s are more likely than older age groups to have been targeted in an impersonation scam (and also be swayed to provide personal or financial information). This insight tracks with my personal experience, too: In the past two years, a few of my friends have been badly scammed and felt really ashamed afterwards for not realising what was happening until it was too late. We need to keep pushing awareness - and take the embarrassment out of it, too.

… And so is the efficacy of AI

If you were to put an MBA student up against ChatGPT, who do you think would come up with more innovative ideas? Hopefully you’ve had a little think… And we can tell you that the results weren’t even close: ChatGPT4 outperformed humans in terms of quantity and quality of ideas. But while AI’s efficacy is growing, the usage of it differs vastly based on age. 70% of Gen Z uses new generative AI technologies, according to a new survey by Salesforce, and 68% of those who haven’t tried generative AI are Gen X or boomers.

Gen Z are decorating…

As Gen Z’s oldest members live away from their families, a set of home decor staples have emerged. Where millennials are known for grey, clean interiors, Gen Zers are leaning into more colour, a sense of playfulness, and organic shapes. A well-known Gen Z interiors TikToker, Dani Klarić, epitomises the style. And while most people won’t go as maximalist as she does, quirkier details are popping up in bedrooms, shared houses, and university halls.

… While others are feeling “delulu”

Last month we were talking about ‘lazy girl jobs’, but this month’s social media-driven work trend is a little different. The word “delulu” (short for delusional) has been popping up across TikTok, Instagram Reels, and YouTube shorts, and the idea is focused on people ‘deluding’ themselves into thinking they are better at something than they really are. Lots of people are accrediting this mindset to their career success. Not unlike manifesting or the ‘fake it ‘til you make it’ mentality, this looks like the next iteration of ‘mindset’ trends. As with most social trends, the response is split. Some people think it’s a positive way of getting through work, that could even tackle issues like imposter syndrome. Others think being delusional might just indicate you are in the wrong role and trivialising it won’t help. We’ll see how long it sticks around…

And finally…

20%

…The percentage of luxury sales accounted for by Gen Z. They are set to be the dominant customer group by 2030, so it seems like paying attention to young people is a must for your brand. Équité Research estimates that 50% of today's luxury brands will disappear within a decade…

Have a great weekend everyone. Who thinks we’ll still be here in a decade?

How can we help?

In my many travels and conversations, I’m increasingly talking to CEOs, executives and civil society leaders wanting to better understand the next generation of consumers and the next generation of employees. Gen Z is putting pressure on us all to transform in fascinating ways, and many of us are asking questions about how to cater for younger workers and future proof our organisations.

If this sounds like you, we’d be keen to have a chat and see if TNM can help. From our own content production to work we have done, for example, with The Oliver Wyman Forum, we have a raft of insights and data which can support you. We work closely with a number of global organisations – helping with high-impact story-telling, digital media, internal communications, through to employee benefits, HR and working structures.

Email me direct and all of us at TNM look forward to speaking further.

Kamal Ahmed
Editor-in-Chief and Co-founder
The News Movement

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