From Crisis to Connection: How Brands Can Turn Gen Z’s Struggles into Lasting Loyalty

Welcome to Edition 71 ??

Tune in for a few minutes each week to elevate your youth and creator marketing game in a generational context.

Here's what to expect in this week's edition:

• Youth Brand Strategy Talk: Gen Z’s Early ‘Mid-Life Crisis’
• Youth Engagement Strategy Quote Worth Contemplating
• Weekly Youth Market News, Insights & Strategic Perspectives

01 | Gen Z’s Early ‘Mid-Life Crisis’: A Cross-Generational Life Crisis Brands Can’t Ignore

Gen Z is facing an early ‘mid-life crisis’—and it’s not just their problem. According to US Surgeon General Dr. Vivek Murthy, this crisis, largely driven by social media’s grip on mental wellbeing, signals a deeper life crisis cutting across generations. The latest World Happiness Report reveals that in the US, under-30s rank 62nd in happiness, even below countries with severe societal challenges like Mexico.

This marks a historic shift: young people, once happier than their elders, are now significantly less satisfied with life. This isn’t just about Gen Z feeling stressed. It’s about young adults entering the workforce and transitioning to adulthood amidst unprecedented digital pressures, and its ripple effects are felt across generations. As they confront this identity and purpose crisis, their mental health struggles impact the workplace, consumer behaviors, and brand loyalty.

The Crisis Behind the Screens

Dr. Murthy links this decline in happiness to the overwhelming presence of social media, with US teens spending nearly five hours daily on these platforms. The constant comparison, fear of missing out, and sleep disruption are taking a toll. Yet, the problem is bigger than just screen time. It’s about the fundamental need for connection and belonging in an increasingly disconnected world.

What Brands and Organizations Can Do

Here’s the opportunity: Brands can help bridge this gap. To truly resonate with today’s young adults—and the generations to follow—businesses must foster a sense of belonging. This isn’t just about marketing; it’s about creating communities that make people feel valued and understood.

3 Actionable Takeaways for Brands:

1. Build Genuine Communities:?Go beyond customer bases and create spaces for authentic connection. Whether it’s through online groups, exclusive events, or platforms for peer support, prioritize meaningful interactions.
2. Promote Mental Wellbeing:?Normalize discussions around mental health by integrating supportive messages in brand communication. Consider collaborations with mental health advocates or resources to create positive, stigma-free environments.
3. Empower Purpose and Identity:?Help young people explore and express their identities. Campaigns that resonate with their values—like sustainability, social justice, or self-expression—cultivate loyalty and emotional connection.

5 Brands Fostering a Sense of Belonging:

1. NoFiltr by Thorn?– Creates safe, supportive online communities for young people to navigate digital spaces responsibly.
2. Vans Shoes?– Builds a culture of self-expression through community events, skateparks, and music festivals.
3. Jansport?– Engages with Gen Z through authentic storytelling that celebrates individuality and life journeys.
4. Dove?– Champions self-esteem and body positivity with campaigns that inspire confidence and inclusivity.
5. MadHappy?– Prioritizes mental health conversations, fostering connection and awareness through community-driven content.

The Bottom Line

The crisis facing Gen Z isn’t just about growing pains; it’s a generational shift demanding new approaches to connection and community. Brands that respond with empathy, purpose, and opportunities for belonging won’t just capture market share—they’ll build enduring loyalty.

Homework

These brands are leading by example. Study how they build belonging and see how you can apply it. This isn’t just good business; it’s necessary leadership.

02 | Youth Engagement Strategy Quote Worth Contemplating

Gen Z isn’t just burning out—they’re longing for belonging in a world that’s more connected yet lonelier than ever. The brands that win won’t just sell—they’ll see them, hear them, and give them a place to belong. - Gregg L. Witt

03 | Youth Market News, Insights & Strategic Perspectives ??

#ActionSports

Watch: San Diego's Underground Skateboarding Talent: "Alex And Davíd" San Diego’s underground skate scene is alive and thriving, and Alex and Davíd are leading the charge. With raw talent, creativity, and fearless style, they’re pushing boundaries and proving that the best skating doesn’t always happen in the spotlight. ????

The X Games Are Coming To Salt Lake City. Here’s What To Expect. Get ready for high-flying action, next-level tricks, and an electrifying atmosphere as the X Games land in Salt Lake City! ?? From gravity-defying stunts to the biggest names in skate, BMX, and more—this year’s event is shaping up to be a must-watch spectacle. Who’s hyped? ??

#YouthEmpowerment

Artvocacy Movement Hosts First Open Mic Event; Empowers Grassroots Voices For Change ?? ? Art meets activism as young changemakers take the mic! This open mic event isn’t just about spoken word—it’s a movement, giving grassroots voices a powerful platform to challenge the status quo and inspire action. Change starts with a story—who’s listening? ?? ??

Empowering Youths Is Empowering The Majority The future belongs to the young, and investing in them is investing in progress! ?? ?? From leadership to economic growth, this piece highlights why youth empowerment isn’t just a buzzword—it’s the key to shaping a thriving, innovative society. ?? ?

#PopCulture

‘Gym Z’: Gen Z Curates Gym Culture From viral workout trends to lifting in style, Gen Z is flexing more than just muscles—they’re reshaping gym culture with aesthetics, community, and a bit of drama ?????

Why Is Fandom Culture The New Key To Winning Over Asia’s Gen Z? Ads? Boring. Loyalty programs? Meh. But make it fandom and you’ve got Gen Z’s attention. From K-pop devotees to anime lovers, today’s youth aren’t just buying products—they’re joining movements. If brands want in, they better be ready to speak the language of the fandom ??

Pop Culture Gear Is Getting More Luxurious, But Maybe It Shouldn’t When streetwear meets high fashion, suddenly your favorite superhero hoodie costs as much as a designer bag ?? ??♂?. Is this the ultimate fusion of fandom and luxury, or is pop culture losing its soul to exclusivity?

How AI, Emerging Tech Is Showing Up At Fashion Week Fashion just got a futuristic glow-up ?? ?. With AI-generated designs and digital models hitting the runway, is this the next era of couture or just another high-tech gimmick? Either way, the industry is stepping into the metaverse in style.

#Generational

Why Generation Z Is Embracing Traditionalism In a surprising twist, Gen Z is swapping swipe culture for ‘slow mornings’ and homegrown herbs ?? ?. From early marriages to DIY crafts, they're reviving grandma’s lifestyle—but with a modern flair. Is this a rebellion against modern chaos or a nostalgic return to ‘better’ times? ??? ??

I’m Gen Z — Here’s Why I’m Entering A ‘Mini-Retirement’ After Working For Just A Few Years Burnt out before 25? Some Gen Z professionals are hitting pause on traditional careers to embark on ‘mini-retirements,’ trading office hours for world tours and personal passions ??. Is this the ultimate work-life balance hack or a risky move in today’s economy? ?? ??

Gen Z Man's Theory On Why His Generation Is So 'Depressed' Goes Viral Could the lack of a 'third place'—a communal hangout spot—be fueling Gen Z’s blues? ?? ?? One man’s viral theory suggests that without these social sanctuaries, young adults are feeling more isolated than ever. Is it time to bring back the local café culture? ? ??

The Generations That Feel Financially Worse Off Than Their Parents Millennials and Gen Z are looking at their parents' prosperity with envy ?? ??. Facing soaring debts and a turbulent job market, many young adults believe they’re financially lagging behind previous generations. Will they find new paths to financial security in a changing world? ?? ??

#CreatorEconomy

Creator Economy Statistics- Redefining Digital Monetization And Content Creation The creator economy is booming, and it’s not slowing down anytime soon! ?? ?? From side hustles to full-blown careers, digital creators are reshaping how content is made—and how money flows. With billions on the table, who’s really winning in this new age of influence? ????

Why TikTok’s Loss Might Be Instagram’s Gain As Reels Grows In Content And Audience The battle for short-form supremacy is heating up! ?? ?? With TikTok facing challenges, Instagram Reels is seizing the moment—attracting creators, engagement, and ad dollars. Is this a real reel takeover, or just another trend in the social media war? ?? ??

#SocialImpact

'Is Gen Z Really Addicted To Doomscrolling?' ?????? Gen Z’s habit of doomscrolling is turning late-night screen time into a stress spiral. But is it just curiosity or a full-blown addiction to negativity? Time to hit pause and break the cycle! ?

Gen Z Is Facing Early 'Mid-Life Crisis' Due To Social Media, US Surgeon General Warns ???? With social media fueling anxiety and unrealistic expectations, many Gen Zers are feeling the pressure way too soon. Is it time for a digital detox, or is this the new normal for the always-online generation? ?? ??

Instagram Tests Out New Comment Feature: ‘Bullying Is Back’ A new feature meant to improve engagement might be opening the floodgates for more online toxicity. With “dislike” buttons and algorithm tweaks, is Instagram giving users more control—or fueling digital drama? Gen Z is watching closely. ?? ??

#Social

Gen Z Is "De-Influencing" On Social Media Forget the #TikTokMadeMeBuyIt era—Gen Z is flipping the script! ?? ??? From calling out overhyped products to rejecting mindless consumerism, young users are putting influencers on notice. Is this a digital rebellion or just the next social media trend? ?? ??

Gen Z Teens Tell Us Why They Stopped Trusting Experts In Favor Of Influencers On TikTok ???? Gen Z is ditching traditional experts for creators who "keep it real" on their feeds. But is this shift towards peer-led knowledge a game-changer or a risky move in the misinformation age?

About Gregg L. Witt | Chief Engagement Officer at Youthvine

Senior marketing strategist, Author, the Gen Z Frequency, 3x Vans Amateur Skateboarding World Champion (Vert) San Diego-based — building impactful youth brands with an artistic edge, authentic insight, and an athlete’s dedication.

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