From teen boy skincare routines to Gen Z cleaning content, here's what's trending this week ...
Welcome to our weekly Gen Z newsletter where we share the top-trending posts from the Newsfeed. Never miss a beat on what young people are up to.
“I read YPulse every day. It's how I keep up with the audience.”
Kaley Mullin | Youth and Trends Insights Lead, YouTube
DAILY INTELLIGENCE | TOP STORY OF THE WEEK ??
The Top 10 Luxury Brands Gen Z Wants to Own
The luxury market continues to pin big hopes on Gen Z. Fashion Network reported that over $200B of the spending in 2022 was from Gen Z and Millennial consumers, and it is expected to increase two-fold by 2026. And some have decreed that Gen Z and Millennials are “doom spending” on luxury items—or even that they’re rebelling against the terrible housing market by spending on high-end goods. Keep Reading →
01 | Gen Z wants to work somewhere where they can express their true self
Recently, a headline reporting six in 10 employers said they’d already fired recent Gen Z graduate hires has gone viral. And one TikTok from @justwaynecreative is gaining traction after reacting to it—while adding on why exactly he thinks this gen is being let go so quickly. He says the young gen just isn’t able to express themselves at work, though “Gen Z isn’t contributing enough” to get what they want at work. It’s a notable generational difference: older gens separate work from their life, where younger gens seemingly want to bring their authentic sense of purpose into the workplace. And while it’s definitely not a negative trait to some (Gen Z included), others think Gen Z needs to realize that “business is business - it’s not a social club.” (Fast Company)??
???YPulse data:?51% of 18-24-year-olds say it is very / extremely important in their future career to have a job that creates space to share their passions or backstory?
02 | Unilever is tapping into cleaning content to connect with Gen Z.
Unilever is revisiting its Cleanipedia content channel that first formed in 2013, following the massive trend of cleaning content on TikTok and other Gen Z fave platforms. Research shows that almost 70% of all consumers have found household cleaning products on TikTok, and 54% have bought something after watching cleaning videos specifically. The company has seen a noticeable rise in sales as influencers join the #CleanTok trend, adding to Gen Z’s newfound cleaning obsession. And to further encourage purchases, the brand is partnering with influencers in the space to show the many uses of their popular Cif Cream in particular—because we know Gen Z highly trusts influencer recs. (Consumer Goods Technology)??
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?? YPulse reported:?Since 2020, #CleanTok and #Cleanfluencers have dominated Gen Z and Millennials' social media feeds?
03 | Teen boys are stepping up their skincare routines
According to Mintel, 70% of Gen Z men (18-27-years-old) have used skincare products, surpassing the average of 50% of all American men. Thanks mostly to social media, the perception of basic skincare is rapidly shifting to be viewed as fundamental to basic health, diminishing the stereotype that it is solely for women. However, the adoption of skincare by the female “Sephora tweens” has certainly aided in the normalization of the trend. And the influence of online creators and friends discussing skincare has led many brands to tailor their offerings for young men, creating more starter-friendly products and confidence in using them. (The Cut)??
???YPulse data:?62% of 13-17-year-old males use skincare?
04 | Gen Z is looking for ways to slow their aging down amid anxieties about growing up
Whether it means adopting multi-step skincare routines or experimenting with Botox and fillers long before any wrinkles appear, even teens seem to be set on avoiding their inevitable aging. And it’s no coincidence that they are, when concerns about “aging like milk” are highlighted on platforms like TikTok and Instagram, which significantly contribute to Gen Z's insecurity around keeping their youthful look before it’s even gone. Plus, the media they consume pushes this toward young women especially, seldom showing them women on television over 40-years-old, furthering fears of irrelevance in adulthood. (The Hilltop)??
???YPulse data:?60% of 18-24-year-old females agree, "Social media makes me feel bad about my appearance"?
05 | TikTok is obsessed with Millennials trying to teach their Boomer parents gentle parenting
The trend of “gentle parenting” prioritizes open communication and empathy over discipline, and Millennial parents coined this style to teach their children about consequences through calm conversations rather than punishment. But now, some young parents are showing TikTok what it’s like trying to explain gentle parenting to their own parents, often resulting in funny misunderstandings. Taylor Wolfe (37-years-old) went especially viral attempting to teach her mom about it, pulling in over 5M views in less than a day, totaling at 10M now. Wolfe suggested that instead of saying "be careful," to their child, it’s better to ask, "what’s your plan?" Her mom replied, "I don’t even know MY plan!" Tons of commentors agree that this scenario perfectly illustrates the occasional shortcomings of gentle parenting—and how Boomers don’t really understand the gentle approach as a whole. (Upworthy) ????
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