A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
#WorldKindnessDay: X users are celebrating World Kindness Day.
Krispy Kreme: Krispy Kreme is giving out free donuts all day in celebration of World Kindness Day.
Euphoria: Euphoria producer, Kevin Turen, is dead at 44.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Nostalgic Christmas > Beige Christmas
What it is: Lifeless minimalism, spearheaded by millennial influencers who created this aesthetic to fit their Instagram feeds, is becoming irrelevant thanks to Gen Z. This generation is seeking the joy that comes from the "more is more" aesthetic. Minimalist Christmas, which usually includes simple and plain designs, is no longer providing Gen Z with the nostalgic happiness they are looking for during the holiday season. Gen Z has chosen early 2000s Christmas as their chosen aesthetic for this festive holiday which includes cozy vibes, kitschy decor, and a vintage flare. This generation is fully leaning into vibrance, over-the-top aesthetics, and nostalgia.
What brands can learn: Gen Z is all about nostalgia. Supercharged by social media, a yearning for the past is a hit with this generation. Brands are starting to embrace the trend, leaning into the aesthetics that Gen Z is so fond of (e.g.,1990s and early 2000s). However, throwing it back to different periods isn't a cheat code for success with Gen Z. Brands have to understand what their audience is looking to get out of nostalgia and authentically lean into that. For nostalgia to work well, something else needs to accompany it. For example, tapping into big cultural moments with nostalgia (e.g., Snoopy) can help create buzz and conversations around a brand. The combination of being culturally savvy and authentic can equate to success with brands that are attempting to lean into nostalgia.
Examples: 1, 2, 3
Must-click links that crossed our feeds today
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Dior launched a luxury skincare line for babies
Here's the best kind of potato for every texture of mashed potatoes.
How Cailee Spaeny became Priscilla Presley.
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