Lets take this back to 2020, its Covid and everyone is locked up in their homes with nothing but our phones, and time to reinvent ourselves and dare I say the wheel. A lot of us might remember platforms like house party which experienced a large increase in popularity, due to the fact you could chat with more than 8 people friends or strangers from around the globe. Some May remember stars like Nicki Minaj hosting rooms where anyone could be invited into the panel to talk all things the barb, or Film rooms where fans of cult classics would debunk films and share opinions. Rooms soon became self sustaining communties and although the app soon shut down in 2021, it was one of the times we saw how we view culture slightly alter. We all experienced the transformative power of having the time to discover who we are, what we enjoy and pivoted to investing our time in sharing our interests with like minded people.
Fast forward to 2024 after we’ve overcome the Covid blues, there is a clearer distinction in how people invest their time and attention. Whether you focus on book Tok, fashion gram or twitter politics. We’ve all become attune to the realisation that ‘everything you’re worth you lose your time and shirt to’ (Jayz).
Every Generation experiences being labeled as one thing or the other and Gen Z where no different when it came to youth culture. Some labelled them ‘lazy’ and others ‘unmotivated’ when they couldn’t quite figure out what this generation prioritised most. But as time went on employers and observers of this Generation realised that individualisation and authenticity were the driving factors behind this genz actions. Gen Z took their time to analyse and begin redirecting the wheel. We saw the uprise of making mental health a key focus in work place culture as they pushed for more sustainable attitudes . With some Gen Z leaving toxic work environments altogether in the name of maintaining their individual health. The ‘health is wealth’ ideology became realised to a whole new level and soon replaced the ‘work till you drop’ mindset that drove the work place.
Youth culture is always shaped and defined by many factors whether it be political, social, economic or financial climates. But for the first time since the initial rise of social media platforms, we saw how more than one voice can come out victorious in defining what culture is and means. Growing up in the Technological age where there is access to global and international communities, resources and opportunities, opens one’s reach and awareness and promotes the free flow of information needed for better development. Youth culture with Genz became more about the regeneration of past and present ideas, philosophies, trends and views, good and bad. All to be put on the stage to be challenged, adapted or all together re written.
And as on going wars continue to haunt most of us as governments and institutions continue spinning the wheel. All generations can agree that as we do everything to live, love and laugh, a lot of what connects us is the culture of activism, social justice and equality. And in the techno age, this culture has been welcomed by Genz as a means to distribute information that offers more than one perspective to help influence actions. An example of this is Corporate boycotting though social media as a means to go against environmental issues, human rights issues, homophobia or unethical practices. This highlighted how youth culture for Genz is all about authenticity, sustainability, and social responsibility when choosing something like which companies to support.
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