Millions of young people are blending reading and socializing on BookTok. Authors are becoming influencers, using DIY marketing and unconventional swag like custom perfumes to engage their micro-communities. What does the ‘lit-girls-as-it-girls’ trend tell us about how we’re reading in 2024?
- Sector
- Location
Holly Friend is a futurist, writer, and cultural strategist uncovering anomalies in consumer behaviour and global culture — with a keen focus on Gen Z. She helps world-leading brands — from Amazon to Nike, Bumble to Google — to leverage trends through research, consultancy, and workshops. She has been quoted as a futures expert by Dazed, The Guardian, and The Times, and has presented at industry events around the globe. She was named one of Significant Insights' 30 Under 30 in 2021.
Kim Townend is a cultural strategist whose insights are powered by social-listening data. With 20 years of social experience, she loves to delve deep into fandoms and the differences between trending and trends.
Ozge Sargin is a cultural strategist and writer based in LA. She loves to demystify the ways in which meaning flows within culture for brands and is an advisory board member for PEN International, promoting literature and defending freedom of speech.
