💎 Are we in a social media recession?
+aesthetics are driving purchasing; And the rise of branded books
In this Tuesday’s email we’re sharing:
8 handpicked pieces of media you should check out, from the rise of private groups to TikTok’s favorite sweatshirt
1 trend focused on how Gen Z’s obsession with aesthetics and personalization are influencing purchasing
In the full edition, available for paying members, we zero in on:
The publishing industry is having a moment. Think ghostwriters, group chats and BookTok—we break the trends down and share ideas on how marketers, brands and creators can lean in
💎cultural gems💎
The moments and media catching our eye…
📰 On average, engagement on major social media platforms is down year over year. Instead, users are finding sanctuary in private, closed groups—think DMs, Discord, Reddit, and Facebook Groups.
of breaks it down on Instagram.🤖 People are turning to ChatGPT for blunt beauty advice, seeking the AI's “honest” feedback over friends' polite feedback.
💸 YouTube is stepping up its ad game to outpace Netflix by partnering with creators for branded content tied to big events like the Oscars, Black Friday and the PGA Championship.
👚 Parke's $125 mock-neck sweatshirts have become the new campus status symbol, with founder Chelsea Kramer turning TikTok virality into a $16 million brand.
🎧 Before Serial, podcasts were niche; after Serial, they’re one of the most-consumed forms of media in the country.
📱 Alix Earle is the Wall Street Journal Magazine’s newest cover girl with the publication coining her as “Gen Z’s savviest pitchwoman.”
Back in April, we broke down how Alix Earle is turning her social media fame into an empire: Alix Earle, SipMARGS, and the crash course in partying Gen Z didn’t know they needed
📺 Another MTD it-girl, Paige DeSorbo is making headlines coming out of Wednesday’s Summer House reunion, covering her breakup with Craig Conover that broke the internet.
You can check out our breakdown on Paige DeSorbo [and some other iconic social media it-girls named Paige that you need to know] in Ones to Watch: Famous Paiges
🏉 From Taylor Swift to Simone Biles, the new generation of athlete partners isn't just cheering from the sidelines—they're building brands.
🎨 Aesthetic overload: Gen Z's maximalist mood boards are driving the market
Gen Z isn't just following trends, they're curating entire identities. From the opulent "Boom Boom" aesthetic to the quirky charm of "chaotic customization," these hyper-specific styles are more than just fashion statements. These aesthetics are influencing purchasing behaviors and brand strategies.
's recent feature in our Thursday newsletter on the "Boom Boom" aesthetic highlighted this shift perfectly. It's not just about the clothes; it's about embodying a persona [powerful, polished, and perpetually booked]. This aesthetic, characterized by bold silhouettes and luxurious textures, has seen a resurgence, with influencers and fashion enthusiasts embracing the look as a form of escapism and empowerment.Meanwhile, the rise of "chaotic customization" has Gen Z adorning their outfits with an array of personalized accessories. Think bag charms, patches, and DIY embellishments that make each ensemble uniquely theirs [and giving Y2K]. Not surprisingly, a recent study shows 75% of Gen Z said they’re more likely to buy a product if they can customize it.
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Why it matters:
Personalization is Paramount: Gen Z values self-expression. Brands that offer customizable options or limited-edition collaborations can tap into this desire for individuality.
Aesthetics Drive Purchases: These curated styles aren't just for show, they influence Gen Z [and others] buying decisions. From fashion to home decor, aligning products with popular aesthetics can boost appeal.
Community and Identity: These aesthetics often come with built-in communities. The brands that win are the ones participating before the trend hits mainstream. Drop in with something useful or hilarious, not just a product pitch. Engaging with these groups authentically can foster brand loyalty and advocacy.
In a market saturated with options, standing out means more than just offering a good product. It's about resonating with the consumer's identity and values. By understanding and embracing these aesthetic trends [with your products or in your content], brands can connect with Gen Z on a deeper, more meaningful level.
📚 How books became the new merch.
We stay ahead so you don’t have to. Today’s paid edition explores the rise of the celebrity book boom and how marketers and brands can ride the wave. So the next time the phrases ghostwriter, group-chatted, and BookTok come up, here’s what to say…