But in the affordability era, Gen Z status items are what they can find before it sells out. Gen Z has expanded the definition of a flex to include low-cost, high-demand items. This year, the status symbols dominating TikTok included Labubus, Owala bottles, Trader Joe’s mini totes, and Starbucks’ viral “Bearista” cup—all inexpensive on their own, but hard to get after they go viral. Experts call it “horizontal signaling,” where the flex only lands with others who are in the know before a trend fully takes off. And the hunt itself is content, with TikTok full of users scouring store aisles for the latest drop. Some theorize it’s the “lipstick effect” in action, e.g. during economic uncertainty, consumers balance big-ticket splurges with small, attainable indulgences. But it’s also about curation—knowing what’s cool before it’s everywhere signals taste that money can’t buy. (Vox)
👀 Read more from YPulse: Gen Z’s Treat Culture: What Brands Need to Know
