Millions of people are sharing their heartbreak on TikTok, with the hashtag #breakup amassing more than 10 billion views. The popularity shows how hyper-disclosure has become normalised on social media, with young people increasingly expressing their emotions freely as a form of catharsis.

Gen Z pop star Lil Nas X is one of the new leaders of pop culture influence. With his genre-defying music and his social media presence as an online troll, he’s been able to garner a multitude of fans across different generations who fiercely protect and champion his music and his queerness.

Olivia Rodrigo and her deeply personal music have become a talisman of authentic storytelling for Gen Zers. The ubiquity of her music on social platforms points to a digital-first, proudly vulnerable type of confessional teen angst, signaling how Gen Zers create cultural moments.

P&G’s beauty brand, Olay, is launching a one-day Broadway show to follow the success of other musical campaigns, while air freshener brand Febreze will release a music album. Consumers want brands to provide engaging, experiential formats that show their creative capabilities.