#TikTokMadeMeBuyIt: Gen Z’s Mall of America
TikTokers, encouraged by a pandemic surge in at-home shopping, have built massive followings showing off a broad and strange array of products. The #TikTokMadeMeBuyIt hashtag has over 4.6 billion views. While many companies and brands have tried to capitalize on this social commerce on and off TikTok, TikTok succeeds where other social platforms have failed. TikTok’s version of social commerce is relaxed and personal, allowing it to claim space as Gen Z’s main shopping platform.
Gen Z Green, Eco-Anxiety and Sustainability
Gen Z Green has become the new Millennial Pink— the newest wave of activism. Gen Z’s love of green is correlated with their desire for a sustainable future, and their priority for environmental justice. Although brands have attempted to co-opt this trend, if products don’t follow the accurate concept of sustainability, Gen Z will call them out. Gen Z is seeking transparency, and if you’re a brand focused on sustainability, consider the intelligence of your Gen Z audience who are weary of green-washing.
Shoulder of Giants: Profile of Alyasha Owerka-Moore
Our associate Darius Interviewed legendary designer Alyasha Owerka-Moore on the shifting fashion trends in relation to “nostalgia core” and how brands are adopting heritage silhouettes, as well as the future of consumerism, sustainability, and its impact on the black community.
WitchTok and the Death of Your Opinion
TikTok subcultures, like WitchCraft, which may once have been confined to a remote corner of the internet are now able to be front and center for their communities. Gen Z are finding their niche in subculture communities on TikTok – and they don’t care what you think about it. These communities offer an untapped lens into Gen Z culture and brands should take note of subcultural rules if they want to partner with these communities.