Gen Z and community building - how brands can get ahead of trends like tradwife and indie sleaze (AdAge, May 2024)
In this article, I take a socio-political look at two cultural trends — the tradwife and indie sleaze — and their correlating human truths to develop key strategies for brands to get ahead of trends rather than chase them. Taking the first half of the year by storm, these two trends both articulate Gen Z's desire for sustainable community-building and intentional escapism.
They highlight a generation caught in a web of contradictions – sexual liberation and moral panic, excess and restraint, progress and tradition, connection and isolation. So, while tradwife and indie sleaze sit on opposite ends of the spectrum, they are both borne of the same conditions; twins separated at birth, but never straying too far. Link to story here: https://adage.com/article/opinion/gen-z-and-community-building-how-brands-can-get-ahead-trends-tradwife-and-indie-sleaze/2557636