Four Loko and Digg In

"an impossibly expensive position"

Chappell Roan is going country; Gen Z tradwife influencer Nara Smith just launched a smoothie at Erewhon; the Lisa Says Gah x Polly Pocket collaboration is so good I gasped out loud; and Gen Alpha really is built differently: “Our eight-year-old daughter spent £8,500 on the Apple app store.”

DIGG RETURNS: DIGITAL PLATFORM RELAUNCHING IN BID TO BRING “GOOD VIBES” BACK TO SOCIAL MEDIA, hollywoodreporter
One of my favorite Y2K-era websites is making a comeback, backed by Alexis Ohanian and Kevin Rose, Digg’s original founder (and Alexis’s former arch-rival). They’re aiming to revive the “good vibes” of the early internet by focusing on smaller, community-driven spaces over algorithm-heavy feeds, which could be very appealing to Gen Z, an audience who never experienced Digg but craves nostalgic internet experiences. Meanwhile, Alexis also just announced he was joining billionaire Frank McCourt’s bid to buy TikTok. (He used to be my boss, and I still sincerely do not know how the man does it all.)

CONCERT TICKET PRICES ARE SOARING, AND BUSTING GEN Z’S BUDGETS, nyt
As ticket prices climb — averaging $135.92 in 2024 compared to an inflation-adjusted $52 in 1996 — the live music industry has put young adults in an “impossibly expensive position.” A survey of 1,000 Gen Zers found that 86% admitted to overspending on concerts; fear of missing out was cited as a top reason.

THE GLOBAL MATCHA BOOM IS DRIVING A SHORTAGE IN JAPAN, bloomberg
I first mentioned the global matcha boom and its social media-fueled demand back in November when Eater reported on it, but this new piece from Bloomberg highlights a few things that Eater did not: Tourism has fueled the matcha shortage, with a record 37 million people visiting Japan in 2024, and Gen Z influencers aren’t just driving demand — they’re cashing in on it, with both Emma Chamberlain and Ashley Alexander launching their own matcha brands in the last few years. For young consumers, it’s not just a drink; it’s an aesthetic.

INSIDE FOUR LOKO’S PLAN TO REINVENT ITSELF FOR GEN Z, modernretail
With a refreshed brand identity, Four Loko is betting that Gen Z will embrace its chaotic, high-energy appeal (…if only they drank alcohol). The malt beverage maker plans to double down on digital ads, influencer collaborations, event sponsorships (Rolling Loud, for example), and new flavors. Last month, they debuted a sour citrus flavor called Camo — an homage to Four Loko’s camo print branding, yes, but also a very big trend among young consumers — that has already contributed to a 20% international sales growth year-over-year.

MEET THE ‘CALI SOBER’ SET: NO BOOZE, BUT DRUGS ARE FINE, wsj
Cali sober is not new, but its popularity is rising with more sober-curious young people swapping alcohol for psychedelics, like weed, mushrooms, and ketamine (for better or worse). According to Eventbrite, the number of events billed as “sober curious” grew 92% on its platform from 2023 to 2024, attendance increased 51%, and one in five 18- to 35-year-olds are seeking alcohol-free or sober-curious events.

One last thought:

@anaelmusesa great era for fashion. leta chat/connect if you think the same @Réalisation Par #realisationpar #tumblraesthetic #tumblrgirls #camillerowe #devonleecarlson #pinterestinspo #SummerFashion

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