With the stigma associated with discussing mental health on the decline, Gen Zers are finding a creative and emotional release in ‘trauma memes’. Viewing these videos and photos can be a reassuring experience for young internet users, but revealing dark secrets online is nothing to take lightly.

Coca-Cola has launched a limited-edition flavor inspired by human imagination, aiming to taste like what dreams are made of. Tapping into the potential of the mind, the novel offering is sure to appeal to Gen Zers, who are seeking experimentation and personalization in their drink choices.

Rapper Doja Cat has won over the internet with her genre-defying music and larger-than-life, relatable online personality. By placing authenticity at the heart of her brand, she’s able to mess around online, push social boundaries, and spark divisive conversations without tarnishing her image.

The dominance of pseudonymous platforms – from Discord to TikTok, Twitch to Reddit – has freed up how Gen Zers express themselves online, moving away from personalisation and towards a sense of plurality. What can brands do to brush up on their ‘identity fluency’ for this ever-evolving generation?