By Fernando Araújo — 26 Sep 2024

On the rise of wholesomeness among Gen Z

Think back to 2020. You’re overwhelmed by the usual barrage of heavy news, mindlessly scrolling through your feed. Suddenly, Nathan Apodaca…

Think back to 2020. You’re overwhelmed by the usual barrage of heavy news, mindlessly scrolling through your feed. Suddenly, Nathan Apodaca appears - just cruising on his skateboard, sipping Ocean Spray straight from the bottle, Fleetwood Mac’s “Dreams” playing in the background.

No fancy visuals. No big message. Just a vibe. And for some reason, in that moment, everything feels a little lighter - even if just for a second.

Wholesome Is a Whole Thing Now

The internet has always had its wholesome corners - heartwarming animal rescue stories, mischievous grandmas, kids saying the darndest things. But lately, the crafting and sharing of this feel-good content has become more deliberate. It’s no longer just a side note; it’s a cultural shift.

Take #hopecore, for instance - a hashtag sprinkling bits of optimism and self-acceptance into your daily scroll. Whether it’s playlists, quotes, or movies, the content tagged here carries a gentle, comforting melancholy that soothes you. For reference, think of a movie like The Holdovers.

#Hopecore can be seen as a collective, softer take on self-help: yes, life can be dull, tough, or even a little sad, but we’re in this together, and we’re going to make it.

On the other side of the wholesome spectrum, there’s Budots. Born in the Philippines, this carefree, simple-by-design dance music has evolved from being produced in internet cafes to being featured in Boiler Room sets and Olivia Rodrigo’s TikTok account. DJ Love, Budots’ most famous producer, even tags his videos with “Yes to dance, no to drugs.” Talk about wholesome.

So what Gives?

There is a growing desire among young people to take control of their social media feeds, reclaiming the internet from its darker corners. Rather than letting algorithms pull them toward anxiety and outrage, they’re intentionally curating and sharing uplifting content - funny memes, feel-good videos, messages of hope.

Shift #1: Owning Your Feed, Instead of Being Fed

Maybe this is a collective stand, for not letting doomscrolling define who they are or want to be. Young people are taking control of their social media feeds, reclaiming the internet from its darker corners (Dove’s Self-Esteem and Social Media Report, 2022). Rather than letting algorithms pull them toward anxiety and outrage, they’re intentionally curating and sharing uplifting content — funny memes, feel-good videos, messages of hope.

Shift #2: A Radical Pivot Toward Moderation

This cultural shift coincides with surveys showing how young people are living more moderate lives. They’re drinking less, partying less, and taking fewer risks — very demure, indeed. Perhaps they’re course-correcting from previous generations’ excesses, which feel unbecoming to them. The rebellion today isn’t about more; it’s about less.

So… What’s a Brand to Do?

90% of people say they’re more likely to remember a funny ad.
72% say they’d choose a humorous brand over its competitors.
91% want brands to be funny.

(Source: WARC)

But it’s not just any kind of funny. According to System1’s research, humor is highly effective in advertising, but the tonality is crucial. “Schadenfreude,” for instance, is very powerful, but it tends to polarize people. On the other hand, “amusement” is both effective and connects with a broader audience, aligning with the rising popularity of wholesome content online.

How to Rise to the Occasion

Consider that the mindset of young audiences is more understated by default.
Humor is huge, but avoid being pretentious or mean-spirited.
Trying too hard or manufacturing “cool”? Chances are, it’s cringe.
Bombarding people with features and prices? That might come across as desperate.

What modern wholesomeness feels like

Goofy > Slick
Sincere > Forced
Cute > Beautiful