After School Monthly-ish Trend Recap
afterschool.substack.com
January 2025
→ Former editor at Teen Vogue and New York Magazine
→ Analyzed youth trends at Ypulse and The Intelligence Group
→ Now building After School, a brand consultancy and daily trends newsletter read by 65,000 people
→ A millennial, unfortunately
Who I am
After School, Jan '25
My research is focused on emerging consumer trends — Gen Z, Gen Alpha, and the cultural zeitgeist.
Each week, I analyze around 5,000 headlines, read hundreds of articles, and regularly interview young people to track shifts as they happen.
And that’s to say nothing of my TikTok consumption which is…extreme.
Of the 20,000 headlines analyzed (and the many, many TikToks consumed), these are the trends at the top of my mind.
After School, Jan '25
Methodology
→ The McVulnerability Trap and the Monetization of Emotions
→ Bed Nesting and the Aestheticization of Comfort
→ The Fall (or Rethinking) of the Nightclub
→ …and the Rise of the Supper Club
→ The Disaster Girl Economy and Gen Z’s Financial Nihilism
After School, Jan '25
T.O.C.
The McVulnerability
Trap and the Monetization of Emotions
After School, Jan '25
Trend No. 1
The commodification of vulnerability hit new highs (lows?) this month, as Selena Gomez’s viral crying post coincided with The Atlantic’s deep dive into how influencers exploit raw emotion for engagement and brand deals.
Meanwhile, creators, including a puffy-faced Alix Earle, flooded TikTok with tearful reactions to the platform’s ban, blending genuine distress with engagement-driven content.
Trend No. 1
After School, Jan '25
And it wasn’t just famous influencers falling into what Maytal Eyal calls the “McVulnerability Trap.”
Last month, the “Somewhere on Google Maps” trend took off, with users discovering nostalgic, accidental snapshots of their past via Street View, fueling a wave of digital memory- sharing and teary- eyed storytelling.
Trend No. 1
After School, Jan '25
Once a tool for connection, tears are now also an engagement tactic, leading to deeper distrust of influencer culture among younger audiences.
This blending of emotional content and commerce has made it harder for users to distinguish between genuine vulnerability and marketing ploys, reinforcing skepticism toward traditional advertising and branded content.
Trend No. 1
After School, Jan '25
Overplaying emotional vulnerability for engagement will face backlash, while the demand for genuine, unscripted content will push creators toward more transparency.
At the same time, the growing power of digital nostalgia, as seen in the Google Maps trend, suggests brands will find success in leaning into memory and sentimentality rather than manufactured vulnerability.
Trend No. 1
After School, Jan '25
Bed Nesting and the Aestheticization of Comfort
Trend No. 2
After School, Jan '25
TikTok’s latest iteration of hurkle-durkling and bed rotting is bed nesting, the practice of creating an ultra-cozy, sensory-optimized sleep environment filled with blankets, pillows, and plushies.
Young people are increasingly prioritizing comfort, self-soothing behaviors, and indoor leisure over traditional social outings.
Trend No. 2
After School, Jan '25
This trend reflects a broader shift toward homebody culture, where emotional well-being takes precedence over high-energy socializing.
It also ties into the growing phenomenon of “flaking culture,” as Gen Z increasingly favors personal comfort over in-person commitments.
Trend No. 2
After School, Jan '25
We’re simultaneously seeing the rise of matching pajama sets among Gen Z women, fueling the aestheticization of at-home comfort.
This coordinated sleepwear, often featuring playful patterns, have become a staple on the FYP.
Influencers frequently showcase pajama hauls and themed “pajama parties,” reinforcing the idea that loungewear is no longer just for sleeping; it’s an extension of personal style.
Trend No. 2
After School, Jan '25
Brands in sleep tech, luxury loungewear, and home goods will benefit from this shift, as demand grows for products that enhance the nesting experience.
Retailers should lean into “cozy maximalism,” marketing products that cater to the desire for personalized, self-contained environments.
Trend No. 2
After School, Jan '25
The Fall (or Rethinking)
of the Nightclub
Trend No. 3
After School, Jan '25
Citing shifting “cultural priorities” (a nice way of saying “teetolling Gen Zers”), Berlin’s Watergate nightclub announced its closure earlier this year, followed by Black Flamingo and Paragon, both in Brooklyn.
Meanwhile, a McDonald’s in Budapest is transforming into a nightclub on weekends, and across Europe, supermarkets are doubling as dance floors after hours.
Trend No. 3
After School, Jan '25
At the same time, existing nightclubs are shifting to survive, trying out different strategies to appeal to Gen Z’s evolving preferences.
Amber’s, a new club in Manchester, has banned all filming, echoing Berlin’s long-standing no-camera policy in an effort to create more immersive, distraction- free environments.
Trend No. 3
After School, Jan '25
Gen Z’s aversion to alcohol-centric party culture (Brat summer aside) and preference for unique experiences is reshaping nightlife.
Traditional nightclubs are struggling, while hybrid spaces, pop-ups, and early-evening social events are thriving.
Camera bans in clubs reflect a larger desire for a break from the hyper-documented digital world, though they also serve as a marketing tool to create an air of exclusivity.
Trend No. 3
After School, Jan '25
Nightlife venues must innovate to survive, pivoting toward experiences that emphasize social connection over excess.
Expect a rise in immersive dining, sober dance parties, and unconventional event spaces.
Brands will continue stepping into the experiential space, blurring the line between commerce and culture in the evolving nightlife economy.
Trend No. 3
After School, Jan '25
…and the Rise of the Supper Club
Trend No. 4
After School, Jan '25
In cities like London, Los Angeles, and Austin, Gen Z-focused supper clubs are emerging as an alternative to bars, clubs, and even dating apps.
These exclusive, often word-of-mouth gatherings prioritize meaningful, offline connections over fleeting digital interactions.
At the same time, a broader shift toward home entertaining continues to take hold…
Trend No. 4
After School, Jan '25
Gen Zers are hosting friends at their apartments (and, in some cases, dorm rooms), which allows them to socialize without going anywhere.
This trend has been building for months: In March, Axios reported that Evite searches for “dinner parties” were up 148% year-over-year, and in June, Bon Appetit wrote about how “The “Loneliest Generation” Is Transforming the Dinner Party.”
Trend No. 4
After School, Jan '25
The resurgence of supper clubs and dinner parties highlights a generational shift toward (and deep desire for) more intentional socializing.
In an era of dating app fatigue, digital burnout, and rising dining costs, young people are seeking experiences that unite genuine connection, exclusivity, and shared interests.
Trend No. 4
After School, Jan '25
Despite Gen Z’s pushback against screen time, the rise of elaborate tablescapes and themed gatherings, designed with TikTok and Instagram in mind, demonstrates how social media remains a powerful force in shaping lifestyle trends.
For many, capturing and broadcasting these offline experiences online is seemingly irresistible.
Trend No. 4
After School, Jan '25
Restaurants and hospitality brands will increasingly capitalize on this movement by launching curated supper club events and members-only dining experiences.
As Gen Z and millennials redefine social rituals, expect to see more IRL connection, curated aesthetics, and digital shareability in the dinner party boom.
Trend No. 4
After School, Jan '25
The Disaster Girl Economy and Gen Z’s Financial Nihilism
Trend No. 5
After School, Jan '25
From tradwives to NPC streamers, young women are embracing a lifestyle of luxury by leveraging social media to monetize their digital presence.
This phenomenon, which writer Rachel O’Dwyer calls the “Disaster Girl” economy, reflects Gen Z’s increasingly absurdist approach to financial survival in an unstable economy.
Trend No. 5
After School, Jan '25
The pressure is compounded by rising financial benchmarks, with Gen Z believing they need nearly $9.5 million in net worth to achieve financial success, almost double what Gen X considers necessary.
Faced with inflation, student loan debt, and a beyond bleak housing market, Gen Z is spending more on non-essentials like beauty, furniture, and experiences as a coping mechanism.
Trend No. 5
After School, Jan '25
Financial nihilism is shaping Gen Z’s approach to work and money, with many embracing, shall we say, unconventional monetization tactics in response to economic precarity.
Instead of pursuing traditional career paths, young people are leveraging digital platforms to create income streams based on hyper-aware, self-referential personas, often blurring the lines between irony and reality.
Trend No. 5
After School, Jan '25
Meanwhile, doom spending and financial anxiety coexist, creating a paradox where young people feel financially unstable but also overconsume as a form of escapism.
The rise of financial transparency on social media (with Gen Z more likely to discuss money with their parents than older generations) further complicates the picture, highlighting a generation that is both financially stressed and hyper-aware of systemic inequalities.
Trend No. 5
After School, Jan '25
The continued expansion of platform-driven economies suggests that Gen Z will prioritize creative, self-managed financial opportunities over traditional employment.
Social media platforms that facilitate niche monetization will thrive, while brands looking to engage with younger consumers must adapt to the hyper-digital aesthetic of this generation.
Trend No. 5
After School, Jan '25
The Dating App Crisis and The Joan Baez Effect
Trend No. 6
After School, Jan '25
Not only is Gen Z experiencing dating app fatigue, but they’re rejecting casual situationships — which we saw play out in 2025 in-and-out lists on TikTok — in favor of intentional relationships.
Young people are expressing their dissatisfaction with modern dating culture the only way they know how: Social media.
Trend No. 6
After School, Jan '25
Young people are expressing their dissatisfaction with modern dating culture through trends like Dating Wrapped, self-tracking dating stats to analyze past romantic patterns.
There was even a wave of nostalgia- driven romantic melancholia, inspired by Joan Baez’s doomed relationship with Bob Dylan in A Complete Unknown.
Trend No. 6
After School, Jan '25
The shift away from low-effort, algorithm- driven dating reflects Gen Z’s broader disillusionment with digital-first socializing.
Many are weary of dating culture’s emphasis on short-term gratification and are redefining romance as something worth effort and emotional depth.
At the same time, the romanticization of past love stories, whether through 1960s folk singers or romantasy books, suggests a desire for romance.
Trend No. 6
After School, Jan '25
Looking ahead, dating apps need to incorporate “intentional dating” features, like goal-oriented matchmaking, commitment metrics, and personalized relationship insights.
As Gen Z moves toward offline, in-person matchmaking and structured social events are gaining momentum, including curated dating events, supper clubs, and, whether you like it or not, run clubs.
Trend No. 6
After School, Jan '25
Thank you 🫶
afterschool.substack.com //
hi@caseymorrowlewis.com
January 2025