While zoomers are skewering millennials online, the results of market research are damning: copious amounts of optimism, superfanning and fairy smut define Gen Z.
Hello. It’s a 1991 baby here, a millennial. I’ve been happily scrolling on Instagram, trying to dodge algorithmic exposure to cortisol bellies, body transformations and how-to videos on colour drenching [millennial greige may finally be over]. Meanwhile, over on TikTok, videos skewering “millennial core” are trending, and yes, they are accurate. I do love a millennial burger joint. I did listen to a hundred songs that really did sound like that in 2010. I am tired! Skkkrrrt! 😂
It became embarrassing to be a millennial years ago, somewhere in between millennial pink in the mid-2010s and the millennial pause in 2021. Since then, zoomers have found much fodder for the cause like skinny jeans, the moustache, doggos, loving coffee, working too much, Harry Potter, earnest posting, adulting and basically everything we do. Still, millennials like to think of ourselves as somewhat in the loop even if we are uncool – perhaps that is why it’s become cheugy to use the word cheugy. It’s sad because we thought the younger generations would want to band together in hating boomers. But perhaps there’s still hope. Zoomers might not know it yet, but their trends are embarrassing too, and pretty soon, they too will be uncool. One day Gen Alpha will be ready to roast. Such is the march of time.
On Thursday, more marketing research trying to understand zoomers was dropped. Live Nation revealed its annual Love Song research that focuses on zoomer cultural and social trends. For the first time, the research on New Zealanders was split out from the Australians. They spoke to 1,301 New Zealanders for 20 minutes and reckon they’ve got one the country’s most comprehensive analyses of Gen Z behaviour, which they presented to a room of millennials and Gen Xs furiously taking notes while sipping on one of our personality defining favourites, coffee. The results are damning. Zoomers are a bunch of nostalgic, optimistic superfans who idolise musicians and read fairy smut. It’s going to age poorly just like greige.
At the moment, zoomers are 15 to 28 years old, the slice of life that the capitalist culture machine has decided is the most relevant and sought after. They’re the first true digital natives (at least in the western world) and most of them have no recollection of a time before the internet and smart phones. At bus stops I have observed that they look like Supré ads from the early naughties. Long singlet tops edged in lace are carefully arranged so that bright lacey bras peep out. It looks like they might trip on their baggy jeans. The masc friends are somewhere in the piles of dark fabric nearby.
Zoomers love the idea of the nineties and naughties. It’s easy to see in their fashion choices, but also apparent in the way they’re following decades-long trends of adopting analogue technology like film cameras and vinyl. Music from the era is making a comeback too – half of New Zealand’s top 10 TikTok songs of summer were over 10 years old, with M.I.A’s Paper Planes, a millennial anthem from 2008 that my friends and I had a synchronised dance to, taking the top spot. Nostalgia is nothing new, and 94.8% of zoomers Live Nation surveyed believed that the trend is here to stay. The thing is though, most of them weren’t even bloody there. It’s fauxstalgia.
These rose tinted glasses aren’t only turned towards the past. The survey showed that while zoomers were more likely to feel “anxious about life right now” than other generations, they were also the most optimistic, with 30.5% feeling optimistic and 39.3% feeling hopeful. On top of that, about two in three zoomers agree that “people like to shit on my generation, but I think we’re capable, resilient and well equipped”.
If zoomers are reading, they read fairy smut, that being sexual material about tiny imaginary beings with wings. These books, many written by Sarah J. Maas, include fairies, swords, romance, magical palaces, beautiful gardens and explicit sex scenes. Nuff said.
Now, remember that we really did (do?) like music that sounded and looked like this. And remember that that WAS cool back in the day, waistcoat and hat included. Now, learn that half of zoomers surveyed by Live Nation classified themselves as superfans of a particular musician, admitting to be “a person who has an extreme or obsessive admiration for a particular person or thing,” as defined by the Oxford dictionary. Half also felt like they had a personal connection to their favorite musician and one in 10 are part of a fandom community where they do things like swap beaded bracelets. Sounds familiar.
You can be sure that in 10 years zoomers will be 25 to 38 years old – the age millennials are now. The blush of youth will be fading, and alongside that the power to define what’s cool and cringe. Instead generation alpha will have that clout. They’ll be skewering the zoomer shake, the baggy pants, skibidi brainrot and fauxstalgia. So if you’re a millennial in an existential spiral and feeling old, never mind the TikTok trends. Enjoy your burger.