How is gossip shaping Gen Z culture?
REPORT
8 Mar 2023
How is gossip shaping Gen Z culture?

Celebrity gossip is having a pop culture moment. It’s serving as a substitute for news, a coping mechanism for the world’s looming stressors, and a conduit for meaningful discussions. How can brands speak to Gen Zers as they seek value and connection in the media they consume?

Adrienne Matei

Adrienne Matei is a journalist for publications including the New York Times, Bon Appetit, Vanity Fair, The Globe, and The Guardian. She writes about the intersection of online and offline culture from Gen Zer Tik Tok trends to the digital afterlife.

Andrea McDonnell

Andrea McDonnell is an associate professor of political science at Providence College and a media scholar whose work examines the intersection of gossip, celebrity, gender, politics, and everyday life. She’s the author of Reading Celebrity Gossip Magazines and the co-author of Celebrity: A History of Fame.

Josh Greenblatt

Josh Greenblatt is a writer and brand strategist based in Toronto. He is the former editor-in-chief of SHARP, a Canadian men’s magazine, and has bylines in Vogue, GQ, Dazed, Gawker, and more. He received his master’s degree in management of innovation from Goldsmiths, University of London, specializing in behavioural economics and marketing. Josh’s coursework involved real briefs from Flamingo and the UK government, and his thesis focused on the cultural resonance of the slow fashion movement among Gen Yers. After graduate school he worked in brand strategy and innovation agencies in London.