Gen Z Embraces Marathons, Shunning Luxury Goods, While TikTok Faces Rebellion
Gen Z is increasingly prioritizing fitness activities like marathon running over luxury goods, impacting high-end brands, while simultaneously rebelling against TikTok's new U.S. ownership by flocking to alternative apps, according to recent reports. This shift reflects a change in values and priorities among the generation finishing college and starting their careers.
The rising popularity of marathon running among Gen Z is posing a challenge for luxury brands like Gucci, Louis Vuitton, and Hermès, according to Fortune. Instead of aspiring to own expensive handbags, this generation is embracing more affordable fitness pursuits. New York City influencer Chloe Hechter noted on TikTok that running, or planning to run, the New York City Marathon is now a significant status symbol in the city. "I feel like saying that you ran—or that you run, or that you're going to run—the New York City Marathon is huge clout in New York," Hechter said.
Concurrently, Gen Z creators in the U.S. are reportedly turning to alternative apps in response to TikTok's new American ownership structure. In January, TikTok's U.S. operations were separated from its global business and placed under a joint venture with Oracle, which now oversees American user data and the U.S. version of TikTok's recommendation algorithm, according to Fortune. While this move was framed as a national security victory, many young users view it as a beloved app becoming an instrument of corporate and political power.
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