The "Clean Girl" is dead.
What does this mean for better-for-you and natural brands?
Over the past six months, some excellent pieces have taken down and predicted the end of the "Clean Girl" trend on TikTok and Instagram. But it wasn't until summer of this year that I saw a clear emerging alternative to this Gen Z aesthetic devoted to performative self-care. And so enters the "Feral Girl." She's been around since summer 2022, but her powers are now clear.
Feral Girl is an acknowledgment that smoothies and yoga can't fix the problems that our post-pandemic world faces. In her view, we may as well have a good time and not care what anyone else thinks. Dance all night. Devour fast food. Live your best life. Cigarettes are cool again, and the Feral Girl has a light.
So what's a natural brand to do? First off: get honest with this demographic shift. While we shouldn't take the Feral Girl trend as gospel, the numbers don't lie on Gen Z buying habits. Raised in the most health-conscious consumer economy in human history, Gen Z prefers Cheetos, and they're not afraid to admit it. Only once we've accepted this consumer shift (with maybe a salute to Millennials' reliable penchant for virtue signaling), we can respond to this new consumption landscape.
In a category that has reached peak earnestness, this is a moment for courage. I, for one, am looking forward to the return of irreverence. And maybe a large serving of fries.
Thank you for sharing!