Content creators are taking to social media with anti-recommendations for their audiences in response to the way TikTok prompts constant consumption. Starting primarily with beauty products, this new trend reflects people looking to spend more carefully during times of economic crisis.

Gen Zers are expecting brands to take a stance on societal issues and highlight opportunities for change. For brands to resonate with this cohort and gain their loyalty, they're being asked to actively align with political values that resonate with those who want their voices heard.

The pandemic worsened inequality and triggered widespread antipathy towards the mega-rich. Yet despite their opposition to extreme wealth, many people still desire financial prosperity. So, as individuals redefine aspiration, how can brands acknowledge outrage without exploiting it?