Discover more from After School by Casey Lewis
Friendsgaming and Japandi Aesthetics
“feeling spendy and social”
After School is a daily newsletter about youth culture read by execs from Facebook, Nike, and Depop. I’m so happy you’re here! If you like it, consider forwarding to your extremely powerful boss (or becoming a paid subscriber).
Chamberlain Coffee drops merch; Nike is quietly preparing for the metaverse; McDonald's is hosting a "Friendsgaming" livestream event with FaZe Clan; this Anna Sui x Batsheva collaboration — featuring Sui’s Gen Z niece Chase Sui Wonders — is perfection; Ulta teams with DoorDash on same-day delivery; and Gen Z idol Hailey Bieber stars in Levi’s 2021 holiday campaign (wearing high waisted jeans, giving hope to all of us low-rise resisters).
US HOLIDAY SHOPPING 2021: STRONG DEMAND MEETS BIG CHALLENGES
Shoppers are unsurprisingly “feeling spendy and social” this season. 87% of Gen Z consumers say social media will influence their holiday buying decisions, with YouTube, Instagram, and TikTok being their most likely sources of inspiration. (Boomers, meanwhile, are still mostly inspired by Facebook…) mckinsey
FINDING FASHION CONSUMERS BEYOND INSTAGRAM
As brands become increasingly frustrated with Instagram (and their fickle, fickle algorithms), they’re turning to platforms like Reddit, Twitch, and Discord to find new audiences. bof
When running apparel brand Tracksmith was planning its fall marketing campaign…it chose Reddit, rather than Facebook, Instagram or YouTube as the home of its big content push. In September, Tracksmith ran paid display ads on Reddit and also hosted an “AMA” — ask me anything — question and answer session on the running “Subreddit,” a discussion forum dedicated to a given topic, which has 1.5 million subscribers.
WHY IS IT SO HARD TO MAKE A TV SHOW ABOUT THE INTERNET?
The way Hollywood portrays the experience of going viral “looks absolutely nothing like the real thing, despite the fact that practically every kid in America knows someone who’s gone viral on some platform or another.” vox
NOBODY WANTS TO GO TO COLLEGE ANYMORE
Skyrocketing debt and post-pandemic revaluation of one’s life goals means that university admissions are tanking — and universities are freaking out. i-D
THE RISE AND RISE OF ‘JAPANDI’ INTERIOR DESIGN
Japandi is the new hygge. With its blend of Japanese and Scandinavian aesthetics — and an emphasis on sustainable materials and back-to-nature rusticness — the latest interior design trend could not be more Gen Z. r29
GEN Z CLIMATE ACTIVISTS ON HOW WE CAN SAVE THE PLANET AS COP26 BEGINS: ‘IT’S TIME TO END YOUTH TOKENISM’
“I am 19 years old, and in 2050 I will be 48 years old – and may have children who I will be worrying about,” climate activist Dr. Mya-Rose Craig says. “Over the next 30 years we will see our futures destroyed due to the selfishness and lack of action of our parents and grandparents’ generations.” independent
↳ As Greta Thunberg prepares to attend the Cop26 summit, here's 5 more Gen Z climate activists you need to know about glamour
One last thought: