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The Goop-ification of wellness is on the way out (you can thank Gen Z)
“Authentic” means being completely real (95-percent authentic isn’t enough.) Consumers, especially Gen Zers, identify weaknesses immediately and will walk away from inauthentic brands. In a time of so much digital noise, brand storytelling is much more important than ever before.
Daniel Langer • The Luxury Trap: Why it’s a Mistake to Define Luxury By Price
Related to mental health, young people are exhausted by the internet’s constant connectivity and comparison. Whereas Millennials grew up performing online—curated Insta grids, LinkedIn job announcements (“Some exciting personal news!”), the rise of the personal brand—Gen Zs eschew performance for authenticity. It’s the shift from Kylie Jenner... See more
Rex Woodbury • 10 Characteristics That Define Gen Z (Part I)
Even good things are bad. Take the cult of wellness. This was supposed to be a way to improve health in all of its dimensions, physical, mental, emotional, and spiritual. It hasn’t always turned out that way. Many people say wellness proves to be trying and diminishing. It’s become “you are not good enough” theater. One respondent captured the
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