Toeing the line between hype-fatigue and drop culture, art collective and creative agency MSCHF is tapping Gen Zers with whimsical offerings – and appealing to their fauxstalgia via SMS-based notifications. With limited stock and quirky comms, the brand is winning fans who value authenticity.

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?

With her flawlessly rendered appearance and dramatic digital narratives, virtual influencer Lil’ Miquela has been challenging ideas of authenticity on Instagram since 2016. Why are brands and social media users embracing these CGI celebrities and could they ever replace their human counterparts?

Snapchat has announced an array of features in its 2020 update, including a top news section and mental health space. With Gen Z turning to social media as their go-to resource for everything from news to wellness, apps like Snapchat are helping to keep users up-to-date and safe while they engage.