MEMES
AND
MOMENTS
Letter from JUV
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."
​
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."
Moving into the
Hype House
January
The real estate market is now turning to the unluckiest of investors: Generation Z. Following Youtube personalities' leads like now defunct Team 10 spearheaded like Jake Paul, these collaboration houses are both the homes and headquarters of some of the Tiktok creators around. The Hype house sparkled the renaissance of Charli D' Amelio and Addison Rae - and became the epicenter of Gen Z Gossip (*cough*, Chase Hudson). Who wouldn't want to do choreographed dances in front of a ring light in LA Mansion All day?
#1
Moving into the Hype House
January
48%
of Gen users reported
that there willingness
to keep up with influencers
increased in 2020, as opposed to
24%
who said it decreased,
and
23%
who said their willingness stayed the same
"One thing that collab houses have
impacted is my ability to keep up with
influencers. A few years ago, I honestly,
only kept up with few influencers.
But now it's so much easy to be a
consumer of other TikTokers or other influencers,
because they're all under one umbrella.
At this point in my life, I know so much
about TikTokers, way more
than any celebrity.."
-Youssef Hasweh
Houspartying
March
In the early days of shut-down mandates, the group video chat app Houseparty became Gen Z’s secret weapon. Houseparty reemerged in our hearts years after its release in 2016. While we may be digital natives, nothing can substitute young people’s urge for socializing (sans distancing). In the early stages of the pandemic, young people were turning to apps like Houseparty, online games like JackBox, but as we’ve accepted our new reality the need to replicate the physical in the virtual has tapered off. These new forms of socializing will remain popular Gen Z functionalities in 2021 and beyond, but most young people have realized that in-person social events can’t be truly replicated and shouldn’t be taken for granted.
#2
Housepartying
MARCH
66.89%
of Gen Z are now more
interested in attending
social events online
“Even though Houseparty was super popular in years past, I didn’t download it until March. That's really when my friends and I started Housepartying to play games and really just fool around because we were already group facetiming to begin with, but this felt like we were socializing in a different way. March through May I used Houseparty so much I wouldn’t be surprised if I was on it 25 hours a week, just spending time with friends.”
-Noorie Dhingra
Crowning
Tiger King
MARCH
Hey there all you cool cats and kittens. With almost everyone on their couches all day, the streaming service boom took off at an exponential rate with the help of the bizarre docu-series Tiger King. The Netflix original spurred thousands of tweets and TikTok trends on Gen Z’s timelines and united the internet once more on the phenomenon of pure “Florida Man” energy. In true Gen Z fashion, it even inspired a viral TikTok audio about the Carol Baskin conspiracy, complete with a mashup of Savage by Megan Thee Stallion.
#3
Housepartying
MARCH
79.45%
of Gen Z watched shows
when wouldn't normally watch
“I think a large aspect is that a lot of bizarre but popular TV shows allow for off screen interaction that creates an experience that isn't just about seeing the show. It's about discussing it and engaging in finding it funny with your friends, which you can't really get as much from a lot of other, longer, more traditional TV shows just because they’re such a dense commitment.”
-Ayomide Soleye
Calling Who
Daddy?
MARCH
As lockdown turned into more and more downtime, Gen Z found themselves turning to a new form of content: podcasts. One of the most famous for the 18+ sector of Gen Z is Call Her Daddy, a raunchy talk show referenced in college campuses across the country - think of it as the new-age Sex & The City. But back in May, Daddy hosts Alexandra Cooper and Sofia Franklyn were caught in a business negotiation that had gone-ugly. The drama even sparked some outraged fans to react on TikTok...and man, I would not want to be Suitman right now.
#4
Calling Who Daddy?
APRIL
70%
Of Gen Zers say their podcast
consumption has increased
compared to 6.11%
who say its decreased in 2020
"Our generation is constantly consuming content. And if there's a time you can't be looking down at your phone, then listening to it is the easiest way
-Julia Terpak
Swiping right on
group dating profiles
SEPTEMBER
Can you blame us for redownloading Tinder during lockdown? With social distancing dampening traditional dating, a TikTok trend of ‘group dating profiles’ inspired a new approach to online dating apps for a young generation seeking love (or at the very least, entertainment). Friend groups created profiles featuring multiple people with game-show style commentary setting the mood, looking for matches that will provide the most screenshot-worthy chats to include in a TikTok video. As a generation terrified of commitment, we are definitely not afraid to put ourselves out there for content’s sake.
#5
Calling Who Daddy?
SEPTEMBER
18%
Of Gen Zers reported
increased activities in
dating app in 2020,
as opposed to
7%
who started their
dating app activity
decreased
"In the future I think that as a whole we will kind of start to see this very competitive nature break down, even if it's just a little bit, I think we'll see it break down because with gap years, so many students are taking time for themselves and taking time to do things that make them feel good, make them feel satisfied whatever that means to them.
-Maia Erwin
Making it to
Alt-TikTok
MAY
Think all there is to TikTok is the Renegade dance? Think again. Gen Z’s favorite app boasts the most personalized algorithm out there: the For You page. Each FYP is a curation of audios, trends and creators suited to users’ tastes. Ever the label-loving cohort, Generation Z has taken to naming different “sides” of TikTok, with ‘straight TikTok’ being the most mainstream form of content such as dancing and lip-syncing videos. But if you find yourself in Alt-TikTok, become acquainted with a whole new set of trends and creators that drive this select niche.
#6
Making it to Alt-Tiktok
MAY
These were the most popular sides of TikTok for Gen Z in 2020
"The sides of TikTok are great in a surface level because I am entertained and because I am seeing what I want to see. That's what TikTok does best. But I also think sides of Tiktok tock are great on a deeper level because they allow me to build community with people all over the world and engage with, connect with, and get to know like minded people who have similar interests. Now TikTok, I can expand my network in ways i can't do without logging on".
-Nate Jones
Defining ACAB
JUNE
Empathy is imbued in Generation Z’s ethics, but we follow suit with action. In the wake of George Floyd’s brutal murder in May, young people reacted with frustration at a policing system that has disproportionately targetted Black and Brown people. The resurgence of ACAB (‘All Cops Are Bastards’) made waves on social media, with some of Gen Z donning the political acronym on social media bios. Despite its controversy, the slogan sparked national discourse on ‘defunding the police’ as #BlackLivesMatter protests grew larger across the country with several young Black grassroots organizers like leading the way.
#7
Defining ACAB
JUNE
86%
Of Gen Zers say their podcast
consumption has increased
compared to 6.11%
who say its decreased in 2020
"GenZ is so willing to have these
conversations, we're normalizing the fact that
it's OK to critique our system and
acknowledge that the system isn't working-
it's no secret. It's something that we should be
discussing. Nobody thinks that the system is
working. No matter what political side, I think
we can agree that this system is not working.
And GenZ is like, why do we have to be hush
hush about it? ACAB! Defund the police!"
-Maia Erwin
Reposting
@soyouwanttotalkabout
JUNE-NOVEMBER
While some of Generation Z took to the streets, others showed solidarity with the Black Lives Matter movement through social media with the dawn of ‘infographic activism.’ Log onto any Gen Z Instagram account during the summer and scroll through copious amounts of information presented as charts, timelines, listicles and beyond. Accounts like @soyouwanttotalkabout took it a step further, creating signal-boost content daily defining and educating viewers through highly shareable content. . But, as infographics became the norm, many young Black, Indigenous, People of Color (BIPOC) activists were quick to point out the flaws in this new-found phenomenon, urging people to do work IRL rather than just confine to reposting on IG. Gen Z wants to educate themselves on global issues, but there is still much more to learn outside of social media.
#8
Reposting @soyouwanttotalkabout
JUNE-NOVEMBER
"I am seeing people who have never talked
about politics or been invested in politics
before, posting these types of infographics on
social media and to me that's awesome
-Mira Sydow
78%
of Gen Z reads and shares
Instagram infographics
Here is the breakdown of the ways
Gen Z's preferred ways to show
our support for social causes we care about
Enrolling in Zoom
University
AUGUST
Forget Generation Z — we are the generation of Zoomers. While the end of the 2019-2020 school year was cut off awkwardly due to nationwide lockdowns, the fall promised an equally chaotic terrain with online school. While some schools promised to go back face-to-face, others were determined to make Zoom work in their favor. College students were not so convinced as gap years repopularized among Gen Z for a myriad of reasons, often stemming from financial worries. But one thing is for certain: this was a semester like none other, and one that will affect our views on education forever.
#9
Enrolling in Zoom University
AUGUST
70%
Of Gen Zers considered a gap year and 40% even considered moving to a new place
(Not Home or School)
due to remote learning
circumstances
"In the future I think as a whole we will
kind of start to see this very competitive
nature break down, even if it's just little by little, I think we'll see it break down because with gap years, so many students are taking time for themselves and taking time to do things that make them feel good, make them feel satisfied whatever that means to them.
-Maia Erwin
Vibing to WAP
AUGUST
​“When I’m getting ready, listening to Megan Thee Stallion, it fires me up and I feel like I can do anything. It's a boost, it's empowering, it's inspiring, and it makes me feel like there's no shame to feel beautiful, to want to be beautiful, to care about the way you look, and to be the sexual or sensual person you are. Instead, to revel in the fact that we can actually be open, we don’t have to restrict ourselves, and we know that it's not taboo, so we don't have to hold anything back when it comes to loving ourselves and our bodies.”
-Jade Castillo
77.43%
Of Gen Zers likes the song WAP
but what's better is our
willingness to talk about
topics related to sex, sexuality,
and sex education.
On a scale of 1-10 here's how Gen Z rates our willingness to talk about topics related to sex, sexuality and sex education
(1=not willing, 10=willing)
Vibing to
WAP
AUGUST
If you still don’t know what WAP stands for, I don’t know what to tell you. Female-led rap took 2020 by the throat and cemented its crowning glory in the minds of Gen Z when Cardi B and Megan Thee Stallion released the chart-topping hit. The song spurred online debate about female sexuality and autonomy only heightened by the adjacent rise of content subscription service OnlyFans. With sex education being almost non-existent in the U.S. public school system, many young people are even turning to gynocologists on TikTok for guidance. For the most open-minded generation yet, WAP (or wet-ass pussy) is an anthem, and perhaps revival, of the sexual liberation movement. Plus, Megan spits absolute bars in the song.
#10
Learning the
Squirrel Dance
Gen Z is unapologetic and authentic, full stop. Body
positivity has been evergreen value for Gen Z,
specially for Gen Z girls. While prior generations may
have hidden their belly rolls while wearing a bikini,
influencers like TikTok stars Siena Mae Gomez prove
that being comfortable in your skin is the purest form of
beauty. Gen Z says, don't be ashamed of your bloated
stomach after a good dinner - that's your body saying
you ate good!
#11
Creating Ratatouille
The Musical
76.28%
of Gen Z follow
"body positive"
influencers
"Body Positive reasonates with Gen Z, because we're always on the lookout for things that will help us to be who we are and help us go live without judged, without feeling self-conscious of our being and just living an existing and enjoying life".
-Zineb Joudat
Escaping into
Cottagecore
SEPTEMBER
Pinterest is no longer reserved for middle-aged moms searching for Instant Pot recipes. Generation Z is flocking to the app as a source of inspiration with outfit and home decor mood boards, escaping into their respective ‘aesthetics,’ like cottagecore. Strawberry midi dresses, picnic flatlays, and dreamy flower gardens dominated social media as young people found comfort in the fantastical aesthetic. The allure of cottagecore rooted itself in pure escapism as the lull of quarantine had all of us dreaming of a new lifestyle far away from our childhood bedrooms. Now, excuse me as I daydream about my future vegetable garden and buy another gingham sundress.
#12
Escaping into Cottagecore
SEPTEMBER
70.55%
of Gen Z recognized Cottagecore
Here are some of the top most popular Gen Z aesthetics:
90s revival,
Bruh girls,
Dark Academia,
Cottagecore
Soft Core,
E-boys
Cluttercore,
Kidcore
“A lot of these aesthetics emerging had to do with people finally having the time during quarantine to sit with themselves and not really have to face anybody else's expectations, and instead truly figure out what they liked. So I think it's all about being able to express ourselves in a way that is meaningful to us, but also in a way where we're able to find a community of others.”
-Jessica Barker
Rethinking our relationship with the digital world
SEPTEMBER
Months into quarantine, we were all overdue for a digital detox. Generation Z understood that need the most, and with many watching Netflix’s The Social Dilemma, the social media cleanse movement was imminent. Young people logged off en masse, and became more attuned to their heightened screen times. Yes, we may love our phones, but we prioritize our mental health more.
#13
Calling who daddy?
SEPTEMBER
Here is Gen Z's 2020
Social media break down:
“I'm worried because it doesn't seem like we pay enough attention to data privacy policies, relative to how much of it controls our lives or will have an effect on us in the future. We have been able to use social media both to advantage ourselves personally and as a society. But I do think that we need to question what happens when tech companies become more powerful than governments. If we continue on this path then, I don’t think that as a generation we will have the tools we need to live without relying on massive, sometimes harmful corporations. And it’s a scary thought, but unfortunately not something you can solve on an individual level.”
-James Gao
Stanning @420doggface280
SEPTEMBER
For every Charli, there is an unconventional face that breaks through the crowd and becomes the internet’s most prized discovery. In late September, Ocean Spray’s stock skyrocketed the day TikTok creator @420doggface280 ascended from the For You page to the mainstream media. His famous skateboarding video to the classic 70s tune “Dreams” by Fleetwood Mac exuded such immaculate vibes that it transformed cranberry juice from a UTI prevention to the hottest drink in the grocery store. If that doesn’t show the spending power of Gen Z, I don’t know what would.
#14
Stanning @420doggface280
SEPTEMBER
Unconventional creators are everywhere! Here are the types of content Gen Z enjoyed most on TikTok in 2020:
“I used to find it funniest to watch things that were somewhat less structured, like talk shows or “Eric Andre” or “Nathan For You” or things that are absurdist, and funny in an unconventional sort of way. The only time I've ever really felt like I have those moments anymore is on TikTok, where what I'm seeing is really funny and it's so unpredictable.”
-Itai Fruchter
Playing Among Us
with AOC
OCTOBER
While we quarantined at home, everyone needed to find new ways to connect. But lawmakers streaming video games? That’s some Gen Z s*#! right there. Online gaming saw major gains for Gen Z screen time, and platforms Twitch and Discord came along for the ride. But Congresswomen Alexandria Ocasio-Cortez and Ilhan Omar really leveled up with Twitch live streams of their ‘Among Us’ gameplays with other popular streamers in efforts to drive up voting registration ahead of Election Day. Imposters in Washington? Not these two!
#15
Playing Among Us with AOC
OCTOBER
80%
of Gen Z have
played Among us
in 2020
“Among Us is the perfect social game and it's not going anywhere! Every game is new, and it's like anything can happen which brings out so much emotion. So when my friends and I play, people will be screaming at each other during the game in the best way possible.”
-Neal Sivadas
Discovering
Rug-Making
OCTOBER
Gen Z prides itself in its creativity from our roots in content creation and consumption. We value originality amid a world fascinated with the ‘next big thing.’ So when rug-making exploded on TikTok, young people were enthralled by the unique creative outlet some took to during the pandemic and ready to invest in some new digs. Gen Z knows how to monetize their passions and organically advertise it using the mediums they are already experts in, like TikTok and Instagram. Above all, we are using our creativity to channel our energy into creation during a time of stagnation.
#16
Dicovering Rug-Making
OCTOBER
63.33%
“I would rather be dirt poor making rugs and selling them online or making bread in a bakery by myself, then working a nine to five job in a cubicle. What Gen Z is going to take away from this quarantine in this pandemic is that we are going to pursue what we want and we are going to make the future that we want for ourselves.”
-Danny Vogwill
Getting Dressed with Harry Styles
NOVEMBER
Former One Direction member and forever Gen Z darling Harry Styles graced the cover of Vogue back in November as the magazine’s first solo male cover feature. As one of Gen Z’s most stanned artists, fans were enthralled with Styles’ cover. But beyond that feat, the choice of attire — a dress by the genderfluid designer Harris Reed — was a cornerstone of internet discourse on androgyny and gendered clothing. Within Generation Z, the issue was not with his clothing, which was debated by older generations. Instead, we focused on the bigger issue of giving praise for the gender fluid movement to a white man rather than those who paved the way: trans and non-binary communities of color. As we continue to disregard the gender binary, young people also recognize those who allowed for cisgendered boys to feel comfortable wearing cropped tops and skirts on social media.
#17
Getting Dressed with Harry Styles
NOVEMBER
On a scale from 1-10
(1= not at all, 10= a lot)
here's how societal gender expectations influence the way Gen Zers dress:
Personally, I felt disappointed. If they were trying to break norms, then be representative of the queer community and use someone from our community, use a trans person, or any person who identifies as gender fluid or maybe was assigned a different gender at birth. There are ways to be more inclusive and representative of the people existing in this space.”
-Gabe Garcia
Following @settleforbiden
Leading up to
NOVEMBER
Gen Z, as progressive as it can be, is not a monolith. With a variety of political viewpoints, there was one thing many young people could find common ground: we were not excited about Joe Biden as the Democratic presidential candidate. Enter @settleforbiden: a grassroots organization of former progressives rooting for Elizabeth Warren and Bernie Sanders during primary season who took over Instagram with their witty infographics. With almost 300K followers, the Instagram account was not particularly enthusiastic about Biden, but adamant about its feelings against President Donald Trump. While some of Gen Z is tired of the ‘vote for the lesser of two evils’ narrative, young people were all exposed to a @settleforbiden infographic reposted to someone’s Instagram Story the weeks prior to November 3rd.
#18
Defining ACAB
JUNE
73.34%
of Gen Zers have seen @settleforbiden online
“My parents are Republicans. They're Trump supporters. They had a 2020 Make America Great again flag on our porch. And I am a raging liberal. Finding these spaces online where we can come together is so important and educating yourself is still important. For me it can be so hard to do that in a physical space, especially being in a red state. I am so, so grateful for the creators that have taught me and educated me and brought awareness to all these important issues.”
-Chrissy Saenz
Manifesting life past 2020
DECEMBER
We’re using all the tarot cards up our sleeve to make sure we are prepared to take on whatever the world throws at us next. From Co–Star to WitchTok, everyone wants to know what’s around the corner. So break out your crystals and manifest that 2021 treats us well.
#19
Manifesting life past 2020
DECEMBER
60.49
of Gen Zers say we've increased our interest in mystical methods such as manifestation in 2020!
“I actually use zodiacs almost every month to gauge where I'm at with, progress, work and personal life. I use this app called The Pattern. It's not so much a horoscope as it is the numbers of your birth date.”
-Carmen Carroll
Creating Ratatouille The Musical
Theater kids rise! As the year came to a close, bored Broadway stans decided to take matters into their own hands in absence of attending their favorite shows. The regularly memed Pixar’s Ratatouille became the inspiration for a crowd-sourced show, complete with original songs, set design and costumes, all produced on TikTok. With no central coordination, no original funding, and no production team, a series of jokes about an imaginary musical turned into a full soundtrack worth of songs and scenes under a hashtag. Even with the world at its most disconnected, Gen Z still finds ways to come together in the most intriguing ways. Oh, and it was produced for a live event on New Year’s Day of 2021. This year is already off to a better start.
#20
Creating Ratatouille the musical
70.46%
of Gen Zers have heard of Ratatouille The Musical
“Ratatouille The Musical is an example of how people can make something on TikTok that’s bigger than themselves. You know, we have a lot of TikTok trends that are just people doing their own thing. And that's great too. We all are unified somewhat by trends, doing the same actions, dance moves, or using the same sound. But Ratatouille The Musical is more about how we're going to turn this energy that already exists very consistently within our communities into something real that unifies us for a larger cause.”