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How can we use online behavior, brand comms in the US to uncover trends conveying Gen Z’s ideal of Limitlessness & understand how the future is evolving?
After studying nearly 10 million unique searches and hundreds of social media posts, we uncovered that the Gen Z ideal of ‘limitlessness’ predominantly manifests in the US in the following ways: nostalgia, authenticity, monetization, relationships & gender, utopias, and standom. We then deep-dove into each trending area of Calibrated Limitlessness, uncovering the socio-political moments that created space for the trend, looking at user discourse, tracking search interest & growth, and lastly doing a case study on brands playing in that space.
In our brand case study, we leveraged our AI capabilities to uncover dominant Gen Z subcultures, effective brand archetypes to signal, and consumer sentiments/journeys/experiences when engaging with brands.
The main takeaway? Gen Z refuses to be limited in choice, expression, and the future, which paints a positive picture of the generation conventionally understood as collective pessimists.
The 2000s were the apex of culture. Coming-of-age during a technological revolution, from the invention of the iPhone to the rise of Social Media, Gen Zs are fascinated with the pre-social media era, a time without hyper-connection when texting and flip phones were the norm. Thrown into adulthood too quickly (Ukraine, Brexit, global warming), it's only natural that this generation finds comfort in the nostalgic safety of Y2k aesthetics, entertainment, and fashion
Dating app Bumble is known for centering female autonomy and gender fluidity. Designed for women to make the first move, Bumble’s algorithm centers female choice. Our emotion detection found 63% of their ad signalled happiness, while a majority of images (38%) were classified as connoting female autonomy.
Dating app Bumble is known for centering female autonomy and gender fluidity. Designed for women to make the first move, Bumble’s algorithm centers female choice. Our emotion detection found 63% of their ad signalled happiness, while a majority of images (38%) were classified as connoting female autonomy.
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