Trendy Productivity and Period Disruptors
let's quit "quiet quitting"
Watch Nardwuar interview Harry Styles; Rachel Sennott and Joe Keery just joined the absolutely stacked cast of Finalmente L’alba; a group of Gen Z TikTok creators are refusing to work with Amazon over union demands; and social justice is the new religion.
Heads up: There was no weekend edition because I was at a family wedding — ‘tis the season! — so today’s letter is lengthier than usual and next weekend’s edition will be extra-, extra-long.
TINDER STRUGGLES TO ATTRACT YOUNGER USERS AS GEN Z SINGLES LOOK TO NEW APPS, ft
While rivals like Bumble and Thursday have had consistent growth, downloads of Tinder dropped 5% — though, interestingly, paid users are up 14%. (The tldr here is that Tinder’s doing fine among older singles but they’re really struggling to onboard younger users, who are less inclined to pay for premium upgrades and who are generally frustrated with the current UX of dating apps.)
HOKA IS THE LATEST CHUNKY “IT” SNEAKER, nylon
When it comes to what’s trending in sneakers, Hoka experienced a massive jump in “trade growth,” or sales by a whopping 3,606%, compared to the same time in 2021. The leading brand was followed by Puma with an increase in sales by 415%, and Common Projects with a 376% spike. (Great news for Hoka; horrible news for me, an injury-prone runner who can only run, injury-free, in Hokas.)
COULD LIV GOLF ACTUALLY TURN A PROFIT BY TARGETING MILLENNIAL AND GEN Z FANS?, insidehook
If LIV Golf is successful in its plan to target Millennial and Gen Z fans as opposed to going after the PGA Tour crowd (viewers are typically over 45) to attract partners, the 54-hole tournament league could be break-even in as little as three years, according to Forbes.
MAKING MATILDA DJERF A HOUSEHOLD NAME, nyt
The influencer has forged a fast-growing business empire on tantalizing glimpses of her soft-focus Scandi dream life — not to mention one of TikTok’s most emulated haircuts.
She commands a following of 2.6 million on Instagram and a million on TikTok on her personal accounts. Those are sizable social media metrics, but a far cry from those of American peers such as Addison Rae or Charli D’Amelio. What sets Ms. Djerf apart is…the way she and Mr. Johansson, the chief executive of Djerf Avenue, have leveraged her popularity to build a profitable business with expected sales revenues of $22 million this year, up from $8 million in 2021.
THIS GEN Z ICON WANTS TO TALK ABOUT PERIODS, thecut
Tampon entrepreneur and period disruptor Nadya Okamoto is an incredible Gen Z founder, and what she’s doing — normalizing periods! — should not feel this revolutionary in 2022, but it does.
HOW TO USE NOTION, THE DO-IT-YOURSELF PRODUCTIVITY APP EMBRACED BY GEN Z, wsj
Gen Z is turning personal planning into a visual art form. In doing so, it is putting a 6-year-old productivity app in the spotlight.
‘QUIET QUITTING’ ISN’T REALLY ABOUT QUITTING., wapo
I have been trying to ignore this “trend” that’s not actually a trend, but rather a single TikTok that went viral and then was dubbed by the media as a generational movement. When there was an entire segment about it on the local news I was passively watching in a small town in Oregon yesterday morning, I realized I could not ignore this “trend” anymore! Not only are people young and old burned out, but young people, in particular, have discovered the concept of capitalism and, uhh, they don’t like it! “Quiet quitting” is dumb. Can we please quit using this phrase?
One last thought: