TheFutureParty
A Community-based Media Company
It turns out that Gen Z is bringing malls back to cultural dominance, re-establishing them as the hub for shopping and social gathering. Why It Sells: The internet has dominated commerce, communication, and culture over the past decade as ecommerce and social media became the rage. But Gen Z, now looking for a reprieve from online life, […]
Gen Zers are increasingly going sober or sober-curious as changing norms take the social pressure off of consuming alcohol to have fun. The Big Picture: Young people going sober are already having major ripple effects across the food and beverage industry, the sports economy, and nightlife scenes. Between the Beverages: Just how sober is Gen Z? Last Call: Why are […]
A new study by communications firm Confidant and marketing insights firm Vytal found that younger generations are opting to engage with and buy from brands that feel more niche and authentic. Why It Hits: Culture has fragmented into countless niche communities… meaning most brands should focus on marketing to smaller, passionate fanbases rather than trying to reach […]
Young consumers have become a little too willing to swipe their credit cards to pay for purchases — whether to pay necessary bills or just to indulge in the finer things in life, even though they can’t afford them. Why It Hurts: Despite high inflation, consumer spending is still breaking records. That’s a conundrum for economists. But it […]
A study by Google found that nearly all Gen Z knowledge workers are using AI in their day-to-day tasks. The Big Picture: While overall AI use among workers is plateauing, the revelation that young professionals are actively leveraging the tools could ensure that the technology is here to stay. Behind the Code: Google surveyed 1,005 full-time knowledge workers between the […]
Gen Zers and millennials are surprisingly discovering new brands and businesses the old-fashioned way — by walking around their communities. Why It Scores: Over the past decade, digital marketing has dominated the cultural discourse and advertising budgets as the key way to find new customers. But if people are now finding them more so on foot, the […]
The results are in: Gen Z’s app download data reveals that the generation loves TikTok, embraces OpenAI, is rediscovering PayPal, and suggests that Quibi may have been a little ahead of its time. The Big Picture: In our tech-saturated society, app downloads over the past year reveal where trends in social media, entertainment, personal finance, and AI are […]
Both employers and workers have embraced TikTok as a hiring platform, positioning the app as LinkedIn for young people looking to show off their creativity in applications. Why It Hits: Swamped job postings on LinkedIn and impersonal AI screenings for interviews have made finding a job not through a personal connection feel impossible. Public TikTok video applications could give […]
Snacks are the new flex. Gen Zers are splurging on their grocery-store hauls to signal luxury, go viral online, and of course, treat themselves. The Big Bite: Inflation may be starting to come down, but the cost of living is still out of control. So, young people — who can’t afford things like luxury handbags or nice cars — are […]
The Future. Google-subsidiary Jigsaw put Gen Z — the first generation to be raised with the internet — under the microscope to see how they interact with information online and found that the cohort mainly views digital engagement as a means of socializing with others. Everything is essentially entertainment. The insights could force news publishers, […]