CM Pulse // June
Critical Mass
We design experiences for brands we love. Anywhere we go, digital is our home. Canada + The World, Since ’96.
CM Pulse is a monthly newsletter that shares the latest cultural trends and what they mean for brands. It is designed to inform, inspire, and energize the work.
TRENDS
SMELLS LIKE TEEN SPENDING: Why Does the Kid Who Mows Our Lawn Smell So Nice?
While tween and teen girls are embracing their Sephora haul—mostly products intended for women more than twice their age—teen boys have found their equivalent. Kids as young as 10 are loading up on personal fragrances, shifting from the budget end of hygiene (bye-bye Axe body spray) to the top shelf. Some are sinking hundreds of dollars into their collection of colognes, contributing to double-digit industry growth.
NOTES OF SOCIAL WITH A HINT OF CITRUS
On TikTok, smellmaxxing has taken off, driven by influencers who wax poetic about the notes of fragrances like a fine wine, and fragrance companies are embracing influencer marketing to capitalize on new young consumers.
WHY WEAR JUST ONE?
According to young advocates, smellmaxxing is about more than personal grooming. Instead of selecting one signature scent, they emphasize the power of scent as a form of self-expression, mixing and layering to reflect their mood.
MORE ABOUT FEELINGS THAN FASHION
Fitting into Gen Z’s focus on wellness, fragrances are being used in new ways and for reasons beyond fashion: dealing with grief, reflecting on the human experience, or even identifying with one’s “shadow self.”
HEALING IN 60 SECONDS?: TikTok as a Form of Therapy
Licensed therapists are in demand, and the costs of seeing one are on the rise. Enter TikTok, which is emerging as an alternative, more accessible source of therapy for Gen Z. But with more teens relying on social media for mental health resources while finding solace in self-diagnosis, healthful self-awareness and injurious misinformation can be hard to separate.
THE ACCESSIBILITY CRISIS
The demand for, and the price of, licensed therapists are skyrocketing, leaving many teens with no other choice than to search for support on accessible platforms.
A LACK OF FULFILLMENT
From star signs to diets, teens who are struggling with mental health are trying to find ways to “un-diagnose” themselves, while others are trying to self-diagnose.
TikTok is at the center of a phenomenon of self-diagnosing, with many individuals believing they exhibit characteristics of conditions like ADHD and OCD. Curiously, they did—especially after being overexposed to similar symptoms online.
CONNECTIONS REIMAGINED: Reviving Third Places
Gen Z, often labeled as the loneliest generation despite being digitally savvy, is finding innovative ways to combat their persistent feelings of isolation. With 55% of them prioritizing friendships over romance, they're spearheading the revival of "third places"—social spaces outside of home and work—through spontaneous coffee dates and adventures. Even in this digital age, the importance of real-world interaction endures, even if it has to be scheduled and organized.
Individuals are actively seeking out alternative spaces to satisfy their desire for social interaction and community beyond their home and workplace. In fact, Gen Z is investing significant amounts of money in enrolling for classes to meet their need for community and connection.
Dinner parties have been trending on social media as an activity that not only fosters a sense of intimacy and connection, but also satisfies desires for aesthetically pleasing experiences. There’s a significant number of people who want to hang out with their friends outside of the normal pizza party.
Recommended by LinkedIn
Gen Z girls are increasingly turning to Facebook Marketplace not just to buy and sell used items, but to find new best friends. They create posts advertising themselves as potential friends, listing their likes, interests, and hobbies, hoping to find the perfect match to meet up with IRL.
BREAKING FITNESS NORMS: The Rise of Unconventional Fitness
Repetitive gym routines. Endless treadmill loops. Does fitness have to feel like a chore? Gen Z doesn’t think so. Many are spicing up exercise and discovering fun new ways to break a sweat. Say hello to the rise of niche sports, offbeat activities, and new physical hobbies.
PICKLEBALL TAKEOVER
While still a popular pastime of older adults, pickleball is now at the heart of urban leisure, with Gen Z leading the charge. Participation has soared an average of 223.5% in three years, with 18-34 year-olds composing the largest demographic of players at 28.8%.
PILATES CRAZE
From appearing on SNL, to the celebrity-approved Alo LA gym, social media hype over this low-impact workout has everyone and their brother ditching the gym and flocking to pilates classes.
EVERYBODY SAY YEEHAW!
As TikTok continues to serve up line dancing tutorials, Gen Z is finding themselves on the dance floor donning a pair of cowboy boots and eager to socialize and get their hearts pumping.
ONLINE LOVE IS DEAD: Check on Your Single Friends
It’s official: many single people are struggling with finding dates on online dating platforms. A study of singles using swipe-based apps revealed higher rates of depression, anxiety, and distress. In response, some young people are reviving old-school methods, with over one-third meeting through mutual friends. Some younger singles are seeking a more organic (and perhaps serendipitous) route to love by participating in activities such as run clubs.
DITCHING CYBERNETIC LOVE
Gen Z is rejecting the control of dating app algorithms and returning to traditional methods of finding love. Mutual friends are playing a significant role by reviving the old-fashioned set-up, helping them meet potential partners through acquaintances.
A LONG, COLLECTIVE SIGH
Many dating app users seek external validation rather than genuine connections, resulting in fewer conversations and real-world meetings. This has led to 90% of Gen Z reporting frustration with the apps, causing emotional fatigue and a decline in self-esteem.
LOVE APPS GONE AWRY
Bumble's anti-celibacy ad campaign faced backlash, leading to a public apology and removal of the ads, exposing a disconnect with user values. Similarly, Tinder's reputation as a "hook-up" app contributes to negative mental health effects and dissatisfaction with online dating.
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