Unpredictability is scary. “Intentionality” is in. While many things feel out of young people’s control, right down to their algorithmic feeds, creators are pushing being “intentional,” or slowing down in their choices for optimal self-care. Does this sound like “mindfulness”? It is, but with a TikTok rebrand. It’s all about knowing exactly how they’re using their time and going about their day, and whether that aligns with their goals for relationships, wellness, work, and more. (Even being spontaneous within a scheduled framework is now “intentional.”) Some say it’s the mindset behind Gen Z drinking less and dating off the apps, as they strive to only do things that “fill their cup.” Brands are now leaning into this wellness language, too, positioning their products from clothes to skincare as “intentional” choices the customer makes to improve their lifestyle. (NYT)
👀 Read more from YPulse: 5 Ways Gen Z is Rebranding Their Everyday Life
