Weekend Waves 25/25
🧑 vs 👶 Reaching the Next Generation: Key Differences Between Gen Z & Gen Alpha
Happy Friday! Today, I wanna dive into the key differences between Gen Z and Gen Alpha, and how brands like Reese Witherspoon’s Hello Sunshine are trying to reach them.
🌊 News that Made Waves
Reese Witherspoon’s Hello Sunshine Launches Gen Z-Focused Brand Sunnie.
Reese Witherspoon’s production company Hello Sunshine, part of Candle Media, has launched a Gen Z-focused media, experiential and lifestyle brand called Sunnie. Aiming to offer a space for the next generation of young women to “slow down, reflect and connect” in a culture of “always-on content,” the Sunnie platform will feature “social content, experiential events, book clubs, digital zines, custom curriculums and more – all designed specifically with and for Gen Z girls,” according to Hello Sunshine. Sunnie will feature collaborations with Gen Z creators and celebrities, including Lana Condor and Hello Sunshine Collective talent such as Molly Carlson and Raegan Revord. (C21 Media)
💡Building next-gen IP today means going beyond screens. For example, by creating lifestyle-first ecosystems that blend content, community, and real-world experiences, just like Sunnie does for Gen Z girls.
OpenAI and Barbie-Maker Mattel Team up to Bring Generative AI to Toymaking.
The powerhouse companies are bringing generative AI to toy making, planning to release a “spectrum of physical products and some experiences.” While neither company has revealed exactly what’s coming, Mattel says the goal is to use AI to drive fan engagement “in a safe, thoughtful, and responsible way.” Additionally, according to Mattel’s Chief Franchise Officer, the deal won’t involve Mattel handing over control of the brand—instead, Mattel will use OpenAI’s tech to drive innovation in its own products. This could mean anything from AI-assisted storytelling to new tech-enabled ways kids and fans interact with brands like Barbie, Hot Wheels, or Polly Pocket, who fall under the Mattel umbrella. (TechCrunch)
💡Mattel’s partnership with OpenAI shows how toymakers are evolving into tech-powered storytellers, using generative AI to create more interactive, personalised, and immersive brand experiences beyond traditional play.
Instagram Grid Customisation is Coming Next Week.
Instagram is making it easier for users to express themselves through music, reels, and says it’s “exploring” ways to support posts that can appear on your profile without being pushed to followers’ feeds. A feature rolling out today allows users to automatically share the name and artist of the Spotify song they’re currently listening to in their Instagram Notes — the temporary status updates that appear above profile pictures in Instagram DMs. Meta spokesperson Christine Pai confirmed that starting next week, Instagram is rolling out the ability for users to rearrange the order of posts in their profile grids. Instagram chief Adam Mosseri had previously teased these capabilities in January. (The Verge)
💡Instagram’s upcoming grid customisation feature puts visual storytelling back in users’ hands. It’s finally letting creators and brands curate their profiles with intention, without being tied to the timeline. I love it!
TYB is a New Blockchain Loyalty Platform for Brand Communities, with Mostly Gen Z Women as Users.
Founded by Outdoor Voices alum Ty Haney, the new platform already powers engagement for Gen Z-loved brands like Glossier, Rare Beauty, and Poppi. 79% of 13-17-year-olds and 77% of 18-24-year-olds say they’re loyal to one or more brands, but many describe themselves as “loyal-ish” - not fully committed but still connected. TYB meets this in-between mindset with gamified challenges, digital collectibles, and blockchain-enabled profiles that Haney says drives 40% monthly engagement and boosts lifetime value by 28% for brands. With 2M users - mostly made up of Gen Z women, according to Fortune - and 200 brand partners already, TYB just raised an $11M to expand what Haney calls “community commerce.” (Fortune)
💡 Gen Z loyalty is earned through participation, not just viewership. By building interactive ecosystems like TYB you can turn fans into co-creators, advocates, and repeat participants.
A24 Sets Horror Movie ‘The Backrooms’ From 19-Year-Old Kane Parsons, Youngest Director in Studio’s History.
A24 has greenlit the science-fiction horror film “The Backrooms” from filmmaker Kane Parsons. At 19 years old, Parsons is the youngest director in A24 history.
Chiwetel Ejiofor and Renate Reinsve will lead the cast. Though the plot is being kept under wraps, “The Backrooms” is based on the world of Parsons’ viral YouTube horror universe. His anthological series debuted in 2022 and has amassed over 190 million views to date. Production on the film is expected to start this summer. (Variety)
💡As we know, platforms like YouTube aren’t just talent pipelines, they’re also testing grounds for original IP with built-in audiences, and bold studios like A24 are paying attention.
🔎 Strategy Spotlight
🧑 vs 👶 Reaching the Next Generation: Key Differences Between Gen Z and Gen Alpha
This week, I attended a webinar by LA-based Creative Agency Movers + Shakers about the Key Differences between Gen Z and Gen Alpha.
As Gen Z (born roughly between 1997 and 2012) enters adulthood, marketers, educators, and media makers are turning their attention to Gen Alpha (born from 2013 onwards). While these two generations may seem similar at a glance - both digital natives raised with technology - they differ significantly in behaviour, values, and media consumption. Understanding these differences is key to reaching each group effectively.
1. Digital Habits and Tech Integration
Gen Z grew up during the rise of smartphones and social media. They experienced the transition from desktop to mobile and from Facebook to TikTok. They’re adept multitaskers who rely heavily on social media for news, entertainment, shopping, and communication.
Gen Alpha, on the other hand, is the first generation truly born into a fully digital world. Many have been using tablets before they could talk and are growing up with AI voice assistants, smart toys, and algorithm-driven content from platforms like YouTube Kids. For them, digital isn’t just a tool, it’s a seamless extension of reality.
💡 What this means: While Gen Z prefers fast, authentic content on platforms like TikTok and Instagram, Gen Alpha is more immersed in gamified and interactive experiences. To reach them, brands must think beyond static content - augmented reality, educational games, and immersive storytelling will matter more. That’s why Roblox is so popular with them:
2. Content Preferences
Gen Z values relatability, transparency, and user-generated content. They respond well to influencers who feel “real,” behind-the-scenes content, and brands that take social stands. They’ve been called the “social justice generation” for their strong interest in activism, diversity, and inclusion.
Gen Alpha, still in their formative years, are more visually driven and lean toward fun, colourful, and short-form content. Movers + Shakers were mentioning the Sikibidi Toilet phenomenon - that probably even Gen Z doesn’t really get:
They're also growing up in a hyper-personalised content environment where algorithms dictate what they see, based on their behaviour from a very young age.
💡What this means: Reaching Gen Z means leaning into purpose, storytelling, and community. Reaching Gen Alpha means designing playful, safe, and engaging digital experiences that are visually rich and intuitive.
3. Parental Influence and Spending Power
Gen Z, now entering the workforce or in higher education, have growing financial independence and decision-making power. They’re conscious consumers who research before buying and care about sustainability.
Gen Alpha, still children, have limited purchasing power, but their influence on family spending is significant. Parents often consult their children on entertainment, travel, and even tech purchases. Unlike Gen Z, who rebelled against Millennial trends, Gen Alpha is often closely aligned with their Millennial or Gen Z parents.
💡 What this means: Marketing to Gen Alpha must often target parents, combining child-friendly content with messages that appeal to adult values like safety, education, and quality.
📈 Stat Shot
According to Movers + Shakers, 49% of Gen Alpha own tablets:
💡 What this means: Content for Gen Alpha must be mobile-first, interactive, visually engaging, and designed with both kids and their gatekeeping parents in mind. It also opens up opportunities to create transmedia experiences that blend storytelling with gaming, education, and global accessibility from the start.
⏪ Rewind
By the way, if you’re into big-picture thinking, I’ve just launched TrendCore, a new monthly deep-dive into the DNA of trends. It’s where I zoom out to explore the macro-trends shaping how we tell stories, build brands, and connect with audiences.
In my first edition, I focused on how short attention spans are actually reinventing long-form content love. Check it out if you haven’t yet!
And thanks to June, for the lovely shout-out on LinkedIn! 😉
🌟 Pop Culture Pick
My Pop Culture Pick this week has to be Kaulitz & Kaulitz on Netflix - the reality series starring Tokio Hotel twins Bill and Tom Kaulitz. I listen to their podcast quite regularly and absolutely loved season 1 of their reality series. It’s hilarious, glossy, chaotic, and unexpectedly vulnerable, giving fans a peek behind the curtain of their glam LA lives while diving into deeper themes of identity, family, and fame.
In a media landscape flooded with overproduced celebrity content, Kaulitz & Kaulitz just stands out by being unapologetically real, and also perfectly memeable.
👀 Content Watch
The Kouncil is a short-form rom-com series created by TikTok star Katie Florence, now streaming on Peacock. Based on her viral videos where she plays different parts of her inner psyche - Logic, Anxiety, Heart, and more - the show follows Katie as she navigates post-breakup life with hilarious and heartfelt commentary from her internal “council.”
Each episode runs under 11 minutes, blending snappy dialogue with relatable emotional chaos in a format that mirrors the TikTok style Gen Z loves. Produced by Telemundo Studios as part of Peacock’s creator accelerator program, The Kouncil marks a rare but successful leap from vertical video to streaming TV.
So far, the reception has been glowing. Critics have praised its self-aware humour and emotional insight, calling it a standout example of social-first storytelling done right. If you're into quick, smart, emotionally honest content, this one’s worth the binge.
☀️ Weekend Vibes
That’s it for today! More trends, more insights, same place, same time next week. Sandra x
If you're seeking further assistance or exploring additional options, I would be delighted to offer these avenues of support:
📊 Data & Insights: Exclusive research and interviews spotlighting Gen Z marketing and content trends, with a special focus on Europe.
🎤 Keynotes: Inspiring presentations on the ABCs of Future TV—Audience, Business, and Content—designed to spark innovation and forward-thinking strategies.
🎯 Social Media Strategy: Tailored plans that align with your goals and audience.
📅 Social Media Management: Day-to-day management to keep your brand active and engaging.
📢 Content Campaigns: Creative campaigns that drive visibility, engagement, and conversions.
Please feel free to reach out to me if you would like to discuss this further or if you have any questions: sandra@tvfuturist.com