Pop culture doesn’t mean what it used to—and Gen Z is the reason why. Previous gens buzzed over predictable moments like major award shows, championship games, or must-watch TV premieres. Now, those moments alone aren’t enough to capture young consumers’ attention or “own” the cultural conversation. Gen Z’s attention is pulled toward moments that are far less predictable—viral clips, online discourse, and fandom-driven hype. Even when they do engage with traditional media events, they’re actually following them through TikTok reactions, livestreams, fan edits, and post-event think pieces rather than simply watching live and maybe reading a star interview. For brands,...