SELF-CARE SOCIALS: GEN Z'S EMERGING GUIDE TO MAKING FRIENDS

Summary from the TLDR Marketing newsletter

Gen Z's social life has moved away from traditional gatherings like happy hours and sports events. They're now spent in novel, digitally mediated spaces such as in-game hang-outs and virtual school environments. This change highlights the emergence of new social settings centered around self-care, like book bars and skincare cafes, which are cozy and interest-focused. There will be a new generation of brands that position themselves as low-key, self-care-specific, and social-but-not-quite.