Discover more from After School by Casey Lewis
Loud Quitting and Luxury Lumps
Demi Lovato released Roe v. Wade protest song "Swine"; MSCHF and Crocs debuted a big yellow boot collab at Paris Fashion Week; Sofia Richie Grainge is K18’s new brand ambassador; and '90s kids rejoice — Furby is back.
Today’s letter is brought to you by Day One Agency: Jumpstart your morning — and get the scoop on Cannes Lions from Gen Zers perspective — with “Breakfast Epiphanies,” a mini podcast series from my friends at Day One Agency. (I joined them for the final episode recorded from Cannes!) Listen here.
‘WE KNEW COTTAGE CHEESE COULD BE SEXY.’ GEN Z DISCOVERS LUMPY STAPLE, wsj
It’s worth noting that post-publication, WSJ changed the headline from the above to “Whey Cool: Gen Z Discovers Cottage Cheese.” Curious! Anyway, dairy executives credit the resurgence to the innovation of the recipes spreading on social media — the #cottagecheese has more than 323 million views on TikTok. Cottage cheese sales in the U.S. were up 15.9% to $1.2 billion over the 52 weeks that ended May 21.
HERE COMES THE GORPCORE BACKLASH, bof
Designers say fashion’s obsession with technical outerwear like hiking boots and cargo vests may have peaked. “The thought of someone seeing me wear the Salomon XT-6s [trail sneakers] and knowing how much money they cost makes me cringe a bit,” said one user in a gorpcore forum on Reddit. “I just hate the idea of people knowing I’m wearing a hyped-up expensive shoe.” As he should.
FDA GOES AFTER TIKTOK'S FAVORITE VAPE, gizmodo
The FDA is cracking down on Elf Bar disposable e-cigs, which “come in flavors known to appeal to youth,” like gummy bear, bubblegum, and cola. On TikTok, #elfbar has more than 2.2B views. Despite the agency issuing fines and bringing forward lawsuits in recent months, new illegal vape products and brands proliferated and e-cigarette sales rose dramatically between 2020 and 2022. I saw so many Elf Bars in France.
THE TIKTOK SEARCH FOR THE TITANIC SUB, nyt
Tragedies can be good business on social media. Ahren Gray, for example, is a 29-year-old content creator from San Diego who had just over 100,000 followers when he began posting about Titan this week. Now he’s over 300,000 and climbing.
Gray posted his videos in installments, teasing viewers with dramatic music and cliffhangers, asking them to comment — another good engagement hack — if they wanted another installment. He said he eventually stopped encouraging his followers to do this because it began to feel too much like clickbait. Like many of the creators I talked to, Gray used the word reporting to describe his work.
GEN Z WORKERS CAME OF AGE AMID THE PANDEMIC—AND NOW QUITTING THEIR JOB IS ALWAYS FRONT OF MIND, fortune
A survey by PwC found that 35% of Gen Z employees globally want to shift jobs in the next 12 months. The common reason cited by 44% of the workers considering quitting their jobs is overwork. Is 2023 the year of loud quitting?
WHY GEN ZERS ARE LOOKING TO EUROPE TO ACHIEVE THEIR AMERICAN DREAM, insider
Disillusioned by hustle culture and out-of-reach markers of success like homeownership, Gen Z is looking to Europe as “the pacesetter for the life they aspire to” i.e. long boozy lunches, extended holidays, and detaching oneself from work by the time the clock hits 5.
One last thought: