KIND Snacks is jumping on the bed rotting trend—following Gen Z’s wellness beliefs. Believe it or not, it’s been over a year since YPulse first reported that Gen Z’s “bed rotting” is actually a type of self-care. (It even got added to the dictionary last year!) Now, KIND is tapping into this concept for a limited edition merch drop, reinforcing its image as a wellness brand that doesn’t choose between “good” and “good for you.” They’re collabing with reality show Summer House stars Ciara Miller and Amanda Batula to show how friends can partake in self-care moments together, amid the show premiere next month. The campaign includes a sweepstakes for a hotel night stay dedicated to bed rotting, as well as a Bed Rotting Essentials kit which is also for sale on TikTok Shop, complete with KIND snacks and two matching sweatshirts. Remember, any brand can make merch for Gen Z, as YPulse explored in our Merch Madness trend report. (Marketing Dive)
📊 YPulse data: 61% of 13-39-year-olds intentionally spend time “bed rotting”
