This Week in Hot Gen Z Trends

Week of Jan 31th

We’re sharing the biggest trends in Gen Z’s world this week. Want these trends sent directly to your inbox? Sign up for The Screenshot, our weekly Gen Z insights newsletter.

⏫ The YouTube star turned Willy Wonka

Hot off his hugely successful MrBeast Burgers, this YouTube personality has launched his own chocolate brand – Feastibles – and in Willy Wonka fashion, he’s giving its buyers the opportunity to win $1m worth of prizes. He’s even giving 10 lucky people the opportunity to star in his ‘chocolate factory’ video going out to his 89m subscribers.

⏫  Gaming is only just getting started

Only last week, Microsoft bought gaming giant Activision Blizzard and this week it’s Sony buying up the makers of the much loved ‘Halo’ and ‘Destiny’ series, it’s been a big few weeks for gaming. There’s a clear appetite for the huge potential of legacy game properties as we explore the push into the metaverse and beyond. With the New York Times buying out Wordle in the last 24 hours, could we be seeing the start of something bigger?!

⏫ The Navy gets a baby announcement

Gen Zer Tanya Speaks appeared on Shark Tank to present her eponymous eyebrow Awaiting an album since 2016’s ANTi, Rihanna’s fans (commonly referred to as ‘the Navy’) have watched as the star has pursued different opportunities from her mega-popular beauty brand to her charitable efforts. Now, there’s another milestone growing as she’s revealed she’s pregnant. Congrats to her, though sorry to the Navy, R8 might be a little while away yet!

Another Joe Rogan headline…

Spotify has been under fire to take action in light of Joe Rogan’s anti-vax stance. Music legends like Neil Young and Joni Michele have asked for their music to be removed from the platform in protest. It seems Spotify has agreed to do so, putting out a new content policy and backing Rogan in the process.

⏬ Boomer comments on gender norms

Sean Penn spoke about what he believes is the cause of men confounding gender norms… ‘cowardly genes’. He said in being fair to women, we ‘don’t have to become them’. With the star having won an Oscar for his role as gay rights activist Harvey Milk, it really is a shame he didn’t take a nuanced stance on this and also a clear case in why representation in film matters.

Travis Scott petition cancelled

A petition calling for Travis Scott to headline Coachella next year appeared on However, not long after were the initial 70K signatures removed as the platform claimed they were fraudulent. Seems like a long shot, Astrofans.

JUV Consulting is a Gen Z collective that works with companies to create purpose-driven and authentic marketing campaigns that engage young audiences. Contact us at if you would like to learn how to reach Gen Z, or sign up for our weekly newsletter, The Screenshot, to get Gen Z insights straight to your inbox.

Jawwad Mustafa is the Director of The Screenshot Newsletter. He’s always got a drink in hand - either peppermint tea, peach iced tea or a vanilla latte. If you see him with anything else, you’ll really need to vote for him as The Imposter. You can find his creativity on Instagram at @JawwadTheCreator.