A brief overview of what is currently trending in news, culture, and/or trending hashtags and formats.
Happy Spring: X users are celebrating the end of Winter and first day of Spring.
#MarchMadness: The first round of the 2025 men's NCAA tournament tips off Thursday and people are sharing their brackets.
Jackie Robinson: A page dedicated to Jackie Robinson’s military career has been removed from the Department of Defense website, sparking debate.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Gen Z’s “Little Treat” Culture
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What It Is: Whether it’s getting an overpriced latte while running errands, sneaking a Diet Coke, or buying yet another new beauty product, Gen Z’s adoption of “little treat culture” has changed the way young people think about and spend money. For Gen Z, the act of treating yourself to something special on any normal day, and posting about it, can be a source of motivation as they navigate an increasingly troublesome adulthood. As younger people enter the “real world” in a tumultuous cultural and economic climate, they look forward to things like high rent prices, navigating the job market, and student loans. Being able to find joy in the little things and ways of coping day-to-day are more important than ever — these “little treats” serve as positive reinforcement as Gen Z navigates all that adulthood has to offer.
The Brand Takeaway: “Little treat” culture can include food and drinks, colorful items that spark joy, or self-care experiences—any little thing that makes life better in the moment. Brands like Glossier, Rhode, and Love Shack Fancy have started to leverage this consumer behavior by integrating food such as pastries, fruit, or candy into their products and marketing aesthetics. Other brands like Prada and Miu Miu, whose products come with higher price tags, have created more attainable cafe pop-ups to invite the average consumer to taste luxury through branded baked goods or coffees. These brands are positioning themselves and their products to Gen Z as potential indulgences that fit within this “little treat” culture. While staying true to your brand’s identity, consider what your audience craves and if there are any unique ways to position your product or service as a little treat that would resonate with their wants.
Four must-click links that crossed our feeds today.
NASA’s astronauts have returned to Earth after 9 months in space.
Selena Gomez sold Alex Russo’s wand for $4.
The un-redacted JFK files have been released.
The trailer for Materialist, a new rom-com featuring Dakota Johnson, Chris Evans, and Pedro Pascal, just dropped
Snow White - Theaters, 3.21
The Alto Knights - Theaters, 3.21
Magazine Dreams - Theaters, 3.21
Asian Persuasion - Theaters, 3.21
I Said I Love You First - Selena Gomez and Benny Blanco
For Melancholy Brunettes - Japanese Breakfast
Power Sucker - Young Widows
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