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Before It's Old News

Culture, Gen Z, marketing and more. Get all the insights on what’s shaping tomorrow’s culture.

how tiktok shop will change e-commerce

In the last decade, online shopping hasn’t changed much. We’re still making purchase decisions based on static images, product descriptions, and (let’s be honest) size charts that feel more like guesswork than guidance.

Social media has been helpful though, as static photos have made way for videos, reviews and demonstrations from both brands and creators. But there’s still friction between discovery and purchase: customers still have to leave the app, search for a product, and navigate a separate checkout flow.

TikTok Shop has already proven it can fix that friction in markets across the world. Now, with its launch in the Netherlands, Dutch brands are about to find out what that means for them.

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The Complexity of Early Gen Z

Do you know how to use physical DVDs or CDs? Do you understand how memes and online culture works? And did you grow up using MySpace or Habbo Hotel when you were younger? If you answered yes to all these questions, you’re probably part of the so-called generation ‘Early Gen Z’. Early Gen Z.

Gen Z

marketing

culture

From Creator to CEO

The days of influencers just influencing seem to be over. In the early days of social media, it was all about brand deals, affiliate links, and sponsored posts. But as those influencers grew, as people, creators, and professionals, things started to shift. They began looking for ways to expand. With larger audiences, more experience, and loyal communities behind them, many influencers are choosing to take control. They are no longer just the face of a brand, they want to be the brand. So what’s driving this shift from creator to CEO? And what does it say about the future of influencers?

Talent

marketing

culture

The resurgence of YouTube

While TikTok remains the go-to platform for Gen Z, the research from our Culture Report on Gen Alpha (those born from 2010 to 2024) has shown a surprising shift, with YouTube being their number one favorite platform. Let’s dive into the resurge of YouTube.

culture

Content

gen-a

Is consistency key?

Consistency is key, at least, that’s what they say. But is it really? In the ever evolving world of social media, does brand identity mean being the same across every channel, and putting yourself into a one-size-fits-all box?

Content

Consistency

marketing

chaos vs aesthetic: the social shift explained

Chaotic feeds filled with crazy colors, and clean girls keeping it plain and light. We’ve seen it all. And now that we’ve arrived in 2025, the era of hyper-chaotic timelines filled with viral dances, random meme bursts, and frantic content overload seems to be fading away.

Content

culture

marketing

Culture Report 2025

This marks the third year of publishing our findings and it's probably the most exciting one yet! If you ask us, there’s never been a more important time to understand what’s driving culture. Because today, culture decides, which is why all brands should focus on earning cultural relevance and resonance this year.Our longest report yet dives deep into social media trends, niches, cultural movements, and most importantly, the ever-evolving behaviors of Gen Z and Gen Alpha (the newest gen on the block).

culture

Culture Report

marketing