College students are giving their dorm rooms the Extreme Makeover treatment (again). YPulse sees the #DormTok trend pop up every single year, so this should come as no surprise. After a summer of mood-boarding, planning and resourcing, freshmen are using their first days on campus to transform their rooms into “designer dorms” once again. Teenage TikTok creators like Henley Bedwell are carving out audiences as DIY-Dormers who want to personalize their rooms on a budget. But for a few thousand dollars, families are also outsourcing this labor to specialist interior designers. These dorm room designers even create custom furniture and commissioned art, pitching their services as part of a “four-year investment” into the student’s future. Some claim it eases the logistics on parents dealing with their child’s big life transition, or that it helps with the “memory of college.” (Axios)
👀 Read more from YPulse: It’s #DormTok Makeover Season on The Viral List
Gen Z is a growing market for a new kind of vintage car. Teens and young adults are not quite the main group collecting cars just yet, but a new trend of buying everyday rides from the ‘90s rather than high-ends from the ‘50s could change that. Insurance companies specializing in “classic cars” are seeing an uptick in models made after 1980 or even in the 2000s, with one reporting Honda Civics and Toyota Corollas doubling since 2023. One specialist insurer even reports that while their average customer is in their 50s, Gen Z is their fastest growing base, up 48% year-over-year. For older teens who’ve dreamed of a “classic” buy, that might now mean a boxy late-‘80s Chevy or a mid-‘90s Buick that reminds them of the cars their parents had growing up. It’s a shift in what nostalgia means to the next gen of collectors; buyers are thinking about their own past when they pick a car. (WSJ)
👀 Read more from YPulse: What Items Are Gen Z and Millennials Collecting?
Another day, another advertainment bid—this time from Nuuly. The platform has reportedly seen an uptick in young subscribers in the last couple of years, and they’re looking to microseries to bring in more. Just like other brands have been, they’ve created “Heart on My Sleeve,” an episodic series where the rented clothing is featured, but isn’t pushed as the center of attention. Instead, the 12-part romcom focuses on a twentysomething teacher looking for love, featuring young actors and influencers as the cast. Nuuly is making a big choice to not run ads for the corresponding campaign—other than some promotion for the series—and let this series posted on all their video channels, plus the casts’ accounts, speak for itself. In lieu of heavy handed advertising, Nuuly is simply listed as a director of the show, keeping it clear but subtle. (Glossy)
👀 Read more from YPulse: 3 Brands Leaning into Microdrama Marketing
Baggalini is hoping to bag Gen Z through experiential marketing. The brand, founded in 1995, is popular among its core audience of women born between 1981 and 1996. Their interlocking anti-theft bags were initially designed to help women feel confident when travelling alone, but this year, they’ve been capturing the Gen Z audience. In April, they partnered with influencers going to Coachella, and they’ve been hosting their first-ever pop-up in Montauk since June 18. Running until September 5, Baggalini’s first attempt at experiential marketing has been a success so far. Not only are younger customers engaging with their physical products; they also have access to workout classes, custom charm bars, and a spritz cart. Baggalini want Gen Z consumers to understand it isn’t just for travelling, but for fitness, the daily commute, and concerts too! (Modern Retail)
👀 Read more from YPulse: Young Consumers Want Brand Experiences—Here’s What to Know About Creating Them
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