Olivia Rodrigo and her deeply personal music have become a talisman of authentic storytelling for Gen Zers. The ubiquity of her music on social platforms points to a digital-first, proudly vulnerable type of confessional teen angst, signaling how Gen Zers create cultural moments.

Depop, the home of Gen Zers' second-hand fashion, has been bought by Etsy for more than a billion dollars. The move is a reflection of resale’s skyrocketing trajectory as pre-loved clothes are increasingly seen as the most covetable option across generations.

From sitcom remakes to the return of low-rise jeans, pop culture is awash with '90s and early 2000s nostalgia. One brand channeling this yearning for all things Y2K is ColourPop, whosePowerPuff Girlscollaboration looks set to take Gen Yers on a trip down memory lane.

Raised on a digital diet, second-hand-savvy Gen Zers have changed the shopping landscape, and Depop influencers are at the heart of this shopping revolution: they’re bringing the currency of clout and cashing in by serving sustainable looks. How can brands get in on the action, too?