by Day One Agency

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Q&A's

What are the major Gen Z customer segments for fashion? I know many shops across micro-communities/niches but are there identifiable major segments?

"Well, I’m not sure. I can’t speak for others, but my theory is that many Gen Z don’t buy fashion according to, say, function or luxury, but rather look and aesthetic. If I had to separate them into groups, I’d say at least urban/ hype fashion, soft/ femme fashion, alternative (like alttok, e-girl/boy, etc.) fashion, 'VSCO' (aka popular/ trendy) fashion, and sports (comfort wear/ lounge/ athletic) fashion."

"I also can’t necessarily speak to the data on specific segments but speaking more anecdotally, I think my friends and I tend to purchase a 70/30 breakdown of vintage and new clothing and definitely tend towards retailers like Uniqlo for basics. Any more premium or luxury purchases tend to be accessories, footwear, outerwear, etc."

"Trends come in a circular fashion -- right now it’s the Y2K/McBling era. In terms of how they shop, it depends - there are those who shop fast fashion (i.e. Shein) and follow trends that they see on TikTok. Then there are those who don’t (lol). This group is more aware of the environmental effects of the fashion industry and make it a point to shop eco-friendly (i.e. thrifting/shopping ”sustainable) and support BIPOC small-business owners."

Are skateboarders still outsiders?

"Not at all. I think if you look at the popularity of brands like Noah, Palace, Supreme, even Aimé Leon Dore the aesthetics of skaters are very much in. Not sure how much or if it translates to actual skateboarding all the time though…"

"They are very much on the inside now. However, they are more like a subculture than a fringe culture."

"No, not in the least."

Do you like weed?

"Not anymore, but I think there definitely is a larger trend around turning to psychedelics and mind-altering products, especially following the pandemic, as a means of escape and introspection. For instance, Gen Zers are increasingly experimenting with microdosing shrooms and LSD, and there has been more research rolling out about their mental health benefits as well."

"I don’t really. But while I’m glad to see the destigmatization of weed, CBD and psychedelics, I think we should start to have conversations around what has essentially become the gentrification of these substances."

How do they consume content?

"It depends on the type of content for me and where I am. If I’m out, I really don’t like watching TV or anything on my phone. So it’s Twitter for news and entertainment, a book just in case and Instagram/TikTok when I’m bored or I’ve exhausted all other options. If I’m home, Hulu/HBO Max for movies and TV, computer for news/article reading and still books. (But a different one from the train book!)"

"When I am home it is usually always Netflix, HBO Max, Hulu and I try to limit (but I always fail) using TikTok, Instagram when I am not watching a show. On the go, I don't usually watch anything besides some Instagram content but lately to make the time pass on the treadmill at the gym I have been using the HBO Max app to stream a show."

"When I’m out and about I tend to spend the most time on Twitter and Instagram (Stories specifically), but I prefer to stick to audio and listen to podcasts or a playlist I’ve made. I typically have a book with me as well, but those rarely make it out of my tote bag. At home, I spend a lot of time on YouTube and TikTok since watching videos requires more attention. As far as streaming goes, I’m a big fan of HBO Max and tend to start there, and then move on to Netflix or Hulu."

"At home, I’m tuning into HBO, Netflix, Hulu, Amazon Prime, YouTube (pretty much every streaming service) or listening to Spotify (not Apple Music lol). If I’m on my phone, I’m scrolling through TikTok, Twitter (mainly for news), Instagram (I use it to keep up with close friends)."

How do they workout?

"During COVID I took advantage of virtual classes a lot! I would try all different ones that held classes on Zoom that ranged from $8-$15 dollars. Most of the proceeds went to COVID relief which was really nice. Now living in a big city I use Class Pass which is an app that allows you to buy a certain amount of credits each month that you can use towards workout classes all over your respective city."


"During the beginning of the pandemic when gyms were closed I started running more often, but eventually injured my knee which put me out for a while. I felt recovered enough in the past year to start a membership at a local LA Fitness, but then injured my ankle quite severely and had to cancel my membership there. Since then I’ve moved to NYC and haven’t had an active workout plan. I do hope to get back into some sort of routine, and that will probably consist of in person classes or solo workouts, although there aren’t many gyms close to my apartment. For now I’m just trying to walk as much as I can."

"Since the pandemic, I began doing all my exercise online. Youtube is where I get all my exercise workouts. I was at first skeptical about following fitness influencers; however, after testing a few workouts and actually seeing results, I’ve changed a few of my thoughts. If I’m not exercising, then I just walk a bunch."

"I run outside in all seasons and spend a lot of time walking around with friends on the weekends. Big fan of walks as hangs! But I’ve played soccer or tennis as well if friends of mine asked me to. I really would love to develop a regular routine, or maybe do yoga or something else that’s more mindfulness focused, but I just can’t stick with it..."

Does Gen Z actually care about the metaverse?

"Of course, it’s the future. And any brand that doesn’t have a CMO (chief metaverse officer) within the next 5-10 years, will fall behind. But I will say that I don’t want the virtual world to completely supplant IRL. Like Sean Monahan said: “URL [should] serve IRL—not replace it.” I like going to concerts, bars, sports games, even the office. I don’t really have interest in doing that through a screen. I think the answer to this question probably depends when you were born on the Gen Z spectrum. If you’re a “Zillennial,” I think you don’t care that much (as in, are not on Minecraft all day), but if you’re on the younger end, I think you’ll spend far more time in the Metaverse."

"I think most of us (outside of marketing) don’t really know what the 'metaverse' is even though we use a version of it on Fortnite, Roblox and even Minecraft. I think over the next few years, as it expands and brands start to stake their claim in the space, it’ll start to take shape more and I believe more POVs will begin to form. As of now, the term is mostly associated with gamer culture, which has gone from being a fringe activity to mainstream."

"I do and I don’t. As someone relatively new to gaming and internet 'discourse,' I think it’s an interesting time to be a part of virtual communities and networks. But I’m not an early adopter on most things, and the metaverse is no different. I feel like I’m going to take this early stage a bit passively—read some articles, maybe buy some Bitcoin—and see where I get."

What's the better, simple way for home buying?

"To be honest, it’s not really something I’ve thought about as of now. I think I’m really far off from owning a home—and I think, if anything, concerned as to whether I’ll actually be able to afford one."

"^^ I’d also add that other factors—like younger generations getting married less, moving locations and jobs more—makes home ownership feel a little less aspirational. As far as a better, simpler way, I think it’s a tough question. As an older Gen Zer, I think the ’08 housing crash plays a factor, and I’m a bit wary of promises like “a better simpler way to make one of the biggest financial decisions of your life.”

"The simplest way to home buy is to have generational wealth or have a high paying job."

What values does Gen Z look for in an employer?

"A company culture that expands further than just getting the work done—what values does the company hold outside of a balance sheet (how are they building and promoting DE&I efforts, mitigating their carbon footprint or standing up for important social issues in an actually authentic way)? Also, a place where everyone feels like they have a seat at the table, regardless of seniority or their title."

"A company that emphasizes the importance of growth within the company, and outside of it"

"^Agree. It’s very easy to virtue signal these days, especially for large companies. At the same time, it’s usually pretty easy to figure out whether or not they’re truly investing their time and money in the efforts they talk about. Seeing positive growth in minority representation within the company, working with non-profit organizations, not only setting but actively meeting goals. These are things that will make me interested in an employer and would likely help keep me around for longer as well."

"I think a huge thing we look for is if the outward facing values of a company match up internally. For example, a company that touts sustainability practices cannot also have a workplace that devalues its employee with no benefits. Those discrepancies matter to us because at the end of the day, we have to be the ones working on the inside and not just working for the greater goals of the company"

What's your favorite brand?

"Not really a brand at all (which might be the point), but I like everything that MSCHF does. The extent to which they’re so tapped into culture and hit so well on human tensions means that each of their drops are genius."

"Despite all the recent hate, my favorite brand has got to be Robinhood for simplifying stock trading for young retail investors like myself."

"I don’t have a favorite brand. I think I have different moments where I pay attention to brands at specific times when they either come out with a cool collaboration or when they stand up for a social cause, but for the most part, I am more interested in people."

"^^Agreed! As of now, I’m into brands that feel genuine and create memorable moments."

"In terms of brands I’m following: tiny studios/design stores like Beverly’s and Crosby Studios. In terms of brands that never let me down: the drugstore beauty/skincare brands like Cera Ve, e.l.f."

What is the most premium brand you’re interested in? Why?

"I’m a sucker for Apple, if we’re counting them as a premium brand. I just really like clean, sleek design and technology. I've also been really intrigued by Frank Ocean's new jewelry brand, Homer. Is it out of my price range? Yes, of course, but I've been constantly flipping through the zine for visual inspo, and I love the playful aspect of each of the pieces he rolled out."

"Nicer cookware brands like Alessi and Le Creuset. From a design standpoint, I like the weight of them—they're sturdy, built to last for the kitchen. I also like the idea of investing in my home for the long run, and not necessarily taking the path of least resistance."

"Lately it’s been Gucci and Coach. I’m into their vintage style bags."

"I’ve really been into Jacquemus. Their IG feed is perfect, and I’ll take all of their super impractical bags in every colorway, please!"

"Vintage couture from Moschino, Versace or Vivienne Westwood. Also weirdly mattresses?"

"Miu Miu! I think it has to do with being nostalgic about the 2010s (which I’m more excited about than the Y2k trend, personally) and the “it girls” I love to follow who made it popular (and still wear it) like Alexa Chung and Chloë Sevigny."

"Prada. Their clothes aren’t too loud in print or too ‘trendy’. Most of their pieces are timeless and versatile!"

What brands do the best job promoting themselves on social?

"I think it depends on what channel we’re talking about, but I love everything that Recess and Ruby Hibiscus do. The Recess IG page is simple but also extremely tapped in. I also love Poolsuite, probably specifically because it’s not at all branded content."

"It sounds typical, but any brand that does a good job of making their TikTok ad funny and not so branded or ad-like. Like Duolingo for example, they have been killing it on TikTok."

"I think Glossier does a good job with this. They're tapped in with their community and really leverage UGC content. All of their packaging is also really cute which helps with the IG aesthetic."

"I think Aēsop does a really great job with the imagery and language they use to bring you into their world. They’re not sell-y (they already have their loyal clientele) and are really good at conveying their product as part of a particular lifestyle."

"I hate to say it but, SKIMS. I think they do a good job portraying their brand’s image."

What's the next, cooler iteration of the newsletter?

"I think having a guest cultural curator would be cool to have and see what moments they choose to highlight"

"Zines and newspapers are having a moment. Thinking of The Drunken Canal here. Also, am I the only person who thinks subscription boxes and mailers—especially in the beauty space—might bring around a snail mail revival?"

"I subscribe the Nudge (they text you about fun things to do in your city) and I think some kind of direct-to-text newsletter could be fun - like a gossip blog that just texts you breaking news real-time."

"I think secret location/exclusive events might make a comeback. It’s kind of big now, but there is a group called Junior Varsity that puts on parties, and you can only get in if you RSVP via text. Also seeing more events/parties where you need to ask to be on the list, rather than buying tickets"

Does Gen Z care about award shows?

"Personally, I could not care less. Not that ratings are everything, but if you look at the trends over the last decade, viewership for awards have continued to plummet. I also think categories (i.e. best foreign film)...are going to be phased out completely (as they should be), making awards shows more irrelevant."

"Eh not really, I like them for the performances though. I do think the shows have biased judges and after seeing the same winners over and over it got pretty tiring to enjoy."

"No, I don’t really care who wins and think it’s all a bit dated. I prefer to just see the memeable moments and highlights on Twitter."

"Kind of - I’m a loyal Oscar’s watcher, but would rather watch Twitter discourse and clips of the best parts then sit through ads"

"I’ve never really sat down and watched a whole award show, just highlights and what people wore on the red carpet."

What should the next social platform look like?

"I think one of the main takeaways: stop trying to do too much. I don’t want my social app to also be a mall, and I’m not into targeted ads. I just want to post some cool photos and talk with my friends!"

"^^And stop trying to be other platforms! We need something fresh, not an IG remake"

"I want it to show stuff that I like and allow me to share photos, memes, cool stuff to my friends. Also like the other comment said above to remakes^^^"

What platforms do you use to stay in touch with friends?

"Groupme, Snapchat, Instagram"

"iMessage mostly, Snapchat for random updates throughout the day and Instagram for sending memes/celeb news"

"Snapchat and Twitter! But my Zillenial status might be showing here."

"Instagram, Twitter, iMessage, not as much Snapchat since I don’t like receiving a huge collection of photos at once (it’s overwhelming)"

Are you on Discord?

"I’m not, but I should be."

"Unsure of where to even start, so no!"

"No."

"No, but I want to be."

Which beauty/skincare brands are successfully messaging inclusivity to Gen Z?

"Fenty feels like an obvious answer, their first drop stands out as the beginning of the mass inclusivity when it comes to shades of makeup. Their social presence also feels more Gen Z than a lot of other brands."

"Sephora!"

"Topicals, Alleyoop-- just their branding and aesthetic *chef’s kiss"

Where do you look for fashion inspiration?

"My older brother (27) was & always a big inspiration to me, fashion-wise. He was around the early streetwear scene, before OOTD drops on TikTok."

"Also my older brother. Also IG fashion girls. Also Pinterest."

What’s with the Y2K obsession?

"I’m pretty sure it’s Depop’s fault but I can’t really say I know the exact source."

"We are trying to redefine what “hot” looks like! So take our peak style growing up but make it inclusive"

"Reusing and recycling what we already have."

Where do you look to find recipes?

"My mother! Or my roommate’s NYT Cooking subscription."

"I’m horrible at buying separate ingredients for things, usually I make some kind of protein and pair it with rice or incredibly low-effort veggies. So clearly in need of some recommendations :)"

"My mom! I’m very into perfecting traditional recipes to pass on my culture."

"Mom :) and TikTok! #dontyuckmyyum 🖐🏼"

How often do you order delivery vs. dining out?

"I don’t order food that often (or at least I try not to). Most of the time I’ll call the restaurant for pick up. I think there’s still a lot of work to do in terms of workers rights for delivery drivers, and a lot of delivery platforms siphon off a lot of money from restaurants."

"Too often."

"I dine out more. Delivery fees are too much 🥵"

What are your thoughts on veganism? Are any of your friends vegan?

"I have no problems with veganism whatsoever, it’s just not for me! I have a decent amount of vegan friends."

"Not for me personally, but if you like it I love it! You do you."

"I don’t have a problem with it. I could never do it. None of my friends are vegan."

How are you investing in yourself?

"I ask myself this every day. I’m really trying to spend less time in front of a screen and more time reading and writing."

"I’m forcing myself to become a morning person, that way I can spend time before work either exercising, reading, journaling, etc. I want to put a more concerted effort into doing things beneficial for me to start my day on the right foot."

"I signed up for personal training and it got me to enjoy fitness more with a healthier mindset."

What’s one thing that Millennials can do to set Gen Z up for success?

"Be open."

"^^^periodt. Trying to understand why we feel or think a certain way and getting to know us where it feels relational and not transactional."

What is the Gen Z attitude towards the different generations, e.g. Boomers, Gen X, Millennials, Gen Z? Is it more like, “I’m Gen Z and Millennials are aliens,” or more like, “Eh we’re all humans, what’s the point of dividing us into different groups.”

"I know there are deeper similarities between Gen Z and other generations, like shared experiences and stuff. But I definitely see a difference in mindset between the generations. Not trying to say Millennials are foreign to Gen Z and are so different, because I think we’re more similar than we may think."

What’re your thoughts on wearable technology?

"I’m not into it. I’m also someone who is very wary about data collection. But I do like my airpods if we’re counting those."

"Don’t care."

"Seems unnecessary? I can’t even be bothered to wear my Apple Watch most days."

"If it’s practical and makes what I do everyday easier (and doesn’t look ugly) then yeahhh I’m about it."

Do you use Robinhood or any other trading platform?

"I do! I use Robinhood, but I should probably use coinbase too.."

"I used to use Robinhood but moved all of my investing to Charles Schwab, since they have a partnership with my bank and it’s easy to consolidate/manage."

"I used to! Prior to the GameStop debacle."

"I tried, but now it’s just sitting there on my homescreen."

Does Gen Z understand NFTs?

"I don't think anyone understands NFTs. But, yes."

"Absolutely not"

"No, and I'm scared to."

Is there a song or musical artist that you feel defines the generation? Who/what is it and why?

"I feel like this depends on where you fall on the Gen Z spectrum. I think for “older” Z’s, it’s probably Kanye West (not saying he’s my favorite artist, just feel like he is probably the artist who had the most impact on the culture)."

What are the types of books interesting to Gen Z? Any authors that they love?

"I read a lot of non-fiction books on politics, tech and philosophy (which I guess would just be philosophy, not non-fiction)."

"BookTok loves literary fiction and romance novels. Authors like Sally Rooney, Taylor Jenkins Reid, Colleen Hoover, Ottessa Moshfegh, Emily Henry, Madeline Miller, and Casey McQuiston show up in nearly every video. There’s also a certain love for unlikeable female protagonists in fiction (think “Gone Girl” - you know they’re evil but love to root for them anyway)."

"I like mindfulness books. Always trying to recenter my inner zen✨"

How many podcasts do Gen Zers listen to a week?

"I listen to a couple. I have my go-to sports podcast that I’ll listen to on Mondays (recaps the weekend games) and then sometimes I’ll take a deeper dive into more true-crime genre and/or cultural commentary podcasts. Right now I’m listening to Bad Blood (about Elizabeth Holmes)."

"At any given time I’m probably listening to 6-7 per week. Three different pop culture shows, 2-3 reality TV show recaps, and then throw in a quick daily news podcast depending on how interested I am in current events. I also sometimes subscribe to certain podcasts’ Patreon pages and consume additional exclusive content there."

"Either 4-5 or none, no in between."

"Ehh 1-2. They’re usually crime or mindfulness podcasts."

What movies are classics to Gen Z?

"I feel like this varies with each person, but for me: The Big Lebowski. All time movie."

"Scott Pilgrim vs. the World and Jennifer’s Body standout to me as cult classics for Gen Z, but in such a digital world I’m not even sure cult is the right word anymore. There’s such easy access to people with the same opinions and interests as you that anything could feel popular."

"Mean Girls, We’re The Millers, Pitch Perfect, Easy A, anything Marvel"

"Studio Ghibli movies like Howl’s Moving Castle, Spirited Away, Ponyo"