In a partnership that combines two seemingly conflicting retail concepts, Depop sellers are being hosted at a pop-up in London’s Selfridges department store. As second-hand social commerce gains popularity, luxury outlets and brands are keen to get in on the action.

Predominantly found on TikTok, e-girls are redefining what it means to be a female gamer, tackling the prejudice this community faces with weird, self-aware, and ironic humor. How exactly did this subculture arise, and what can these girls teach brands about Gen Z’s favorite new social platform?

A survey conducted by Business Insider has found that Gen Zers are spending more time online, but are craving the chance to switch off. The findings come as teens look for ways to disconnect and find meaningful connections and communities IRL.

Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?