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

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It feels like the countdown to the holidays is already beginning, and this newsletter taps into the one thing on all of our minds: shopping. Whether it’s the rise of virtual fashion, second-hand jewellery, or the complex web of deinfluencing, Gen Z are connected to commerce in most parts of their lives. 

We also wanted to send you a little reminder to scroll to the bottom of the email to see the top stories young people cared about this week, taken from our audience team and newsroom debates. You might be surprised how many are of interest to you too! 

Have a wonderful weekend,

TikTok may be replacing TV…

Production company Yellow Dot has been exploring new ways to reach younger viewers who aren’t watching cable TV, which is why their new series ‘Cobell Energy’ was exclusively distributed on TikTok, Instagram and Youtube. As you’d expect for those platforms, each episode is only a few minutes long, shot vertically and is eye-catching to grab scrollers. Is this the future of TV? Core issues like algorithm unpredictability and monetisation of social content will need to be solved first.

…and virtual clothing is on the up

Roblox (for the uninitiated, this is a virtual universe in which players are represented by a digital avatar) asked Gen Z users to compare their virtual selves with their IRL selves. 40% of players said their online self was a more authentic form of self-representation, as they could create avatars that look and dress exactly how they want without feeling judged. Clothing is important for Gen Z players, and many are willing to spend money on designer fashion looks they really like. Users also said that online fashion influenced their style in the physical world. The digital fashion market is growing, and we’ll keep watching for its influence on IRL sales.

Second-hand is also popular…

We’re seeing a turn away from buying new engagement rings, as many Gen Z couples opt to buy a second-hand ring instead. This is for a number of reasons: the environmental impact of newly mined gemstones, the cost of a new ring, and the rejection of the superstition that second hand rings bring the bad luck of a failed marriage. Plus, buyers who go second-hand can afford a bigger rock for less. The environmentally conscious and financially savvy Gen Zers aren’t afraid of breaking tradition.

…but Gen Z do like to shop

A few months ago, we saw the #deinfluencing trend challenge the excessive consumption associated with influencing by telling people not to buy things. But as this article points out, the trend was soon taken over by influencers who used it to criticise and #deinfluence certain products in favour of pushing others. Writer Rebecca Jennings argues that the concept of deinfluencing is a lie, since social media is a place where ads, commodified identities, and unrestrained consumerism wins. The piece is critical of influencers, hustle culture, and e-commerce. What are your thoughts?

And finally…

1 in 4

… Gen Zers went to therapy as a teen. It looks like Gen Z are the generation who are the most willing to look for and accept help.

Have a great weekend everyone.

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

Our Top 5 News List

The top stories young people cared about this week, from our audience team and newsroom debates.