With its viral dances and absurd humor, TikTok seems like an unlikely place to rediscover witchcraft. But thanks to its 'For You' page, which randomizes the videos that appear on a user's feed, the occult practice is reaching wider audiences and appealing to Gen Z's desire for inclusive spirituality.

Tired of the same old videos, Gen Zers are using their love of absurdist humour and memes to create faux brand accounts on TikTok. From a personified bottle of Purell to an emojified McDonald’s, Alt TikTok is part of a growing subculture subverting mainstream social content.

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?

Gen Zers are increasingly blurring the distinction between their online personas and IRL lives. Catering to this, Tremors has emerged as an exciting club night where revellers can take their online avatars out into the real world and interact with each other in a supportive space.