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Gen Zeitgeist is PRWeek's weekly op-ed written by the students and young professionals who are defining this industry. The individuals discuss their perspectives on topics from timely events, viral social media moments to ongoing industry trends. Interested in authoring a column? Pitch us at genzeitgeist@prweek.com.
Beyond the paddock: F1’s new era is about cultural connection, not just logo saturation
Ahead of the 2026 Miami Grand Prix, brands are proving how F1’s U.S. explosion is rewriting the marketing playbook, says System1’s Melissa Rosenthal.
Don’t sleep on Gen Z’s aging game
While brands chase outdated stereotypes, Gen Z is quietly leading a longevity revolution, says GCI Health’s Katherine Carbone.
Brandchella: Brand activations stole the show at Coachella 2026
Beyond the star-studded sets, this year’s festival proved that the desert has shifted from a music festival to a playground for experiential marketing, says Orchestra’s Jordan Priest-Heck.
Stop calling Gen Z’s process ‘lazy’
Despite ‘unemployable’ labels and accusations of napping through lunch, Gen Z’s unconventional methods are delivering new, strategic ways of working, says AntiSocial’s Abbey Kape.
Placements don’t spread, perspective does
To win over Gen Z, brands need to trade safe placements for high-conviction opinions, says The Brand Guild’s Hannah Jemsek.
From guilty pleasure to gold mine: Why brands are betting on Bravo
Brands are adapting to the shift in stardom hierarchy by partnering with reality TV stars on social-first campaigns, says Autumn Communications’ Ava Almonte.
The grocery gap: Why brands are failing Gen Z shoppers
Grocery aisles are out of sync with digital feeds, costing brands the trust and wallets of Gen Z, says Flywheel’s Emma Irwin.
The campaign behind the carpet: Hollywood’s new awards season playbook
This year’s Oscars contenders showcase that no brand, no matter how acclaimed, is above meeting audiences where they are, says Peppercomms’ Abbey Reisler.
No ad needed: How brands are earning Gen Z's trust and dollars through AI
By mastering the data that feeds LLMs, brands are meeting Gen Zers where they’re shopping and buying in a way no ad campaign ever could, says Golin’s Rachel Bistany.
How ‘Heated Rivalry’ changed the way I think about earned media
The viral hockey romance series is a case study in how to win Gen Z’s attention through fandom, says Brooklyn Brothers’ Matthew Oscodar.
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