Tiring of always-on influencer-esque posturing and endless unsolicited (algorithm-delivered) online content, many Gen Zers are dissenting by advocating for non-transactional interest-sharing. Saluting a ‘post-performative paradigm’ are subscription-based book, film and gaming passion-tracking platforms (without pressure-applying metrics), single-purpose zero-influencer apps designed to resocialise social media, the ‘digital gardening’ movement, and brand Substack newsletters.

Forward-thinking brands across consumer tech, fintech and alcohol are appealing to young people’s desire for agency by creating campaigns evoking #hopecore: optimistic content celebrating the beauty of life but using internet-literate irony to offset irritating ‘toxic positivity’. Showcasing dystopian scenarios with hopeful endings, key topics include Big Tech’s encroachment on everyday life and the critical importance of IRL (in real life) socialising amidst hyper-digitalisation.

As young people re-examine their relationship with corporations, they’re responding to moves from creative players in music and entertainment that bypass institutional gatekeeping and place agency in fans’ hands. Establishment-bucking highlights with brand mileage include music mavericks’ finstas (‘fake Instas’, semi-private Instagram accounts), direct-to-fan release strategies and ticket-tyranny-beating concert lotteries. Additionally, fan edits are being welcomed into marketing strategies by DJs and film directors.

Other brands, acknowledging Gen Z’s appreciation of brands and institutions that question the status quo, are creating ingenious agitator-as-antidote activations, campaigns and spaces that challenge the perceived complacency of big brand dominance and/or actively court controversy via provocative messaging.

Astute sports and luxury fashion brands are creating social presences separate from corporate-run main accounts to connect more candidly with fans, entertaining Gen Zers without losing existing older fan bases. Mirroring the rise of finstas (for sharing less perfectionist or censored narratives with smaller groups), this two-feed approach plays on a critically addictive sense of blurred realities.