Ctrl + C, Ctrl + Bye

In a world where trends cycle faster than ever and everyone’s reposting the same audios and aesthetics, Gen Z isn’t just looking for content — we’re searching for something real. Originality isn’t a nice-to-have anymore. It’s the only way to cut through the noise.

TREND FATIGUE: We’ve all been there: scrolling, sighing, boredom. Yet nothing changes. We keep thumbing through TikTok and Instagram, watching the same audio, the same transitions, the same “beige influencer aesthetic” with captions that feel like they were generated in Canva.

It’s not that Gen Z doesn’t love trends — we do. We create them. But the shelf life? Getting shorter by the scroll. What once felt fresh now feels like déjà vu with a ring light.

Trend fatigue is real. The moment something starts trending, it’s already dying. In a digital world that moves at lightning speed, authenticity beats trendiness every time. We’re craving the weird, the niche, the raw. Not another trending dance from three months ago reposted by a brand 12 weeks too late.

For advertisers, this means one thing: don't chase the trend — tap into the why behind it. Make content that feels real to the people watching it. Because Gen Z doesn’t want polished perfection. We want personality. And if it’s not giving that? Scroll.

ALGORITHM REPETITION: I liked one video about “that girl” routines and now my entire feed thinks I’m waking up at 5 a.m. and journaling by candlelight. Thanks, algorithm. *insert eye roll here*

The internet is supposed to be a rabbit hole, not a loop. But right now? It feels like we’re stuck in a content Groundhog Day, where one click traps you in a spiral of “recommended for you” that doesn’t actually get you. Gen Z isn’t passive — we notice when we’re being boxed in.

The problem? Personalization doesn’t always equal personality. Algorithms are great at spotting behaviors, but not at capturing humans. We’re more than a saved post or a split-second like. And when everything looks the same, feels the same, and says the same thing? We check out.

So, brands: if your strategy is just “ride the algorithm,” you’re already behind. Make something so bold, so refreshingly not expected, that the algorithm doesn’t know what to do with it. That’s how you break through the loop and get remembered for it.

BRAND EXAMPLES: Okay, we’ve established there’s a problem — so who’s actually doing something about it? Enter brands like Duolingo, Scrub Daddy, Nutter Butter, Drumstick, and Sour Patch Kids (just to name a few). These brands don’t settle for safe or polished — they lean all the way in to chaos. They break the mold with content that’s unhinged, unfiltered, and undeniably scroll-stopping.

They’re not just pushing product. They’re building personalities. They’re weird. They’re unexpected. And that’s exactly why people talk about them.

Why does that matter for strategy? Because the most successful brands today aren’t just fitting into an algorithm — they’re disrupting it. When you make content that shocks, entertains, and feels like a conversation rather than an ad, it gets remembered. And in a world of endless scrolls, that’s what makes all the difference. It’s time to stop being another recycled post and start becoming the content people can’t help but talk about.

STRATEGIC TAKEAWAYS: To navigate the landscape of Gen Z and stand out in a world of repetitive content, brands need to rethink their approach. Here’s what they can do to break through the noise:

1. Ditch the Algorithm. Embrace the Chaos.
   Don’t let the algorithm dictate your brand’s voice. Instead of sticking to the same trends, create content that shocks, entertains, and feels like a conversation. Be unexpected, and build your own vibe that makes your brand feel personal and alive.

2. Be Real. Be Human.
   Gen Z craves authenticity. To be blunt, we can smell a fake from a mile away. Stop trying to be perfect or polished. Be relatable, raw, and real. Your audience wants to connect with something genuine, not just another ad that feels disconnected from their lives.

3. Break the Mold, Don’t Follow It.
   When you do what everyone else is doing, you’ll just blend into the background. Take risks. Get weird. Make your brand stand out by breaking away from the trends that Gen Z is sick of and focus on what makes you unique.

4. Make Content Worth Talking About.
   Stop thinking of content as a simple marketing tool and start thinking of it as an experience. If it doesn’t spark conversation or leave an impression, it’s not worth posting. Aim for memorable, not forgettable. If your audience isn’t sharing or talking about your content, you’re missing the mark.

5. Know Your Audience’s Values.
   Gen Z isn’t just looking for cool products; we want brands that align with our values. Whether it’s sustainability, inclusivity, or social responsibility, make sure your brand stands for something beyond the product. The brands that win are the ones that are in touch with what matters to their audience.
   

It’s simple: If your brand isn’t shaking things up, it’s fading into the background. Gen Z doesn’t want another recycled trend. We want real, relatable, and unexpected. So, step off the algorithm treadmill, take some risks, and be the brand people can’t stop talking about. Your next big moment is just one bold move away.Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.

And that’s where I come in and can help you with that ;)