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?
Casey Lewis is an NYC-based editor, brand consultant and expert on youth culture and Gen Z trends. She’s worked at Teen Vogue, MTV, and New York Magazine, and now runs the substack After School on Gen Z behaviours and trends.
Biz Sherbert is a writer and editor with a focus on fashion and the internet. She works at The Digital Fairy creative content agency and also writes for Document Journal and other publications.
Over eight combined years as an editor at VICE, Refinery29 and Dazed, Amelia Abraham commissioned stories, managed teams, shaped branded campaigns and grew audiences. Abraham now works mainly as a freelance copywriter and brand consultant. Recent clients include Nike, Hinge, Royal Mail, Dr Martens, Lyst, and Matches Fashion. Having published two books on queer culture, Queer Intentions (Picador, 2019) and We Can Do Better Than This (Vintage, 2021), Abraham has talked about LGBTQ+ culture everywhere from Sky News to BBC Radio 4 to the Southbank Centre, and regularly delivers LGBTQ+ diversity and inclusion talks for brands.
Apart from offering what it’s been built to provide – chances at courtship – Chinese dating apps have taken on the role of agony aunt. Mainstream platforms are high-exposure, and this is pushing introverted young adults to turn to these apps as confidants, where they can divulge secrets and fears.
F*** You Pay Me is an app that aims to eradicate pay disparity for influencers. Similar to Glassdoor, content creators can anonymously share their experience of collaborating with brands, providing transparency on rates and helping other influencers to get paid equitably.
The arrival of GDPR in 2018 should have helped Britons feel more sure of their digital privacy, but the complexity of the law, coupled with the shocks of Brexit and COVID-19, means that many remain confused about how their online info is managed. How can brands help put people’s minds at ease?
Notorious for their struggles with ‘adulting’, Gen Yers are now firmly in adulthood – a position that’s proving anxiety-inducing for some. What’s behind their reluctance to hand over the baton of cultural relevance? How has the pandemic had an impact? And how are they coping with this transition?