Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

As the LGBTQ+ community demands more nuanced forms of on-screen representation, the media landscape is evolving to allow for diverse content that better represents modern audiences. Through its relatable and lighthearted format,Heartstopperis reframing the queer teen experience for many Gen Zers.

HBO’s hit-showEuphoriais a coming-of-age teen drama that illuminates the experiences of Gen Zers as they navigate life. Exploring themes such as drug abuse, mental health, sexuality, and friendship, does this cultural touchpoint resonate through the characters’ fashion and beauty choices?

Dubbed the anti-Instagram, social media app BeReal is breaking the stream of curated grids. With a once-a-day post model, users are encouraged to share mundane moments, breaking away from the pressures of polished posts, creating opportunities for brands to lean into less glamorous social sharing.

The dominance of pseudonymous platforms – from Discord to TikTok, Twitch to Reddit – has freed up how Gen Zers express themselves online, moving away from personalisation and towards a sense of plurality. What can brands do to brush up on their ‘identity fluency’ for this ever-evolving generation?