What’s in, What’s out: Pop culture trends by generation

In the age of viral TikTok moments—where things can go from effortlessly cool to cringey before your creative even gets approved—understanding what resonates with today’s youths is not for the faint of heart. So we went straight to the source.   

In June 2025, Morning Brew asked 903 members of our Breakroom community (our trusted first-party insights panel) a simple but revealing question: Are you “in” or “out” on these trends?

In our own version of the beloved “Toby’s Trends” segment of the Morning Brew Daily Show, we wanted to uncover what pop culture moments truly resonate with Gen Z and see how millennials and Gen X stack up. Here’s the breakdown.

Gen Z's hotlist: Wrapped up and checked out

Gen Z respondents crowned Spotify Wrapped as their reigning cultural obsession, with 82% declaring it still undeniably “in” after 10 years (Spotify first introduced the year-end recap in 2016). “Watching sporting events live” followed closely (74%), along with taking time offline via a “digital detox” (68%). Not far behind were beloved traditions like Black Friday and Cyber Monday shopping (63%) and cozy “third-place” hangouts such as coffee shops or bars (62%).

But Gen Z respondents were nearly all aligned on what is “out”:

• celebrity beauty brands (84%)

• AI-generated art (83%) 

• K-pop brands (79%) 

Also notably “out” are reality TV stars and watching live award shows (both ~75%).

Millennials embrace unplugging and reject celeb hype

Millennials went heavy on wellness and intentionality. The idea of a “digital detox” led their list, with 77% voting it firmly “in.” Anti-hustle culture also found a receptive audience here (60%), reflecting millennials’ growing rejection of grind culture. Despite this desire to disconnect, they also love their TV, specifically live sporting events (76%) and weekly episodic TV (62%). 

Yet millennials are decisively “out” on celebrity-driven trends. Celebrity beauty brands topped their dislikes (84%), followed by red-carpet moments (77%), reality TV stars (77%), and award show viewings (75%), suggesting waning interest in mainstream pop culture. 

Millennials also scratched their heads at the “clean-girl aesthetic” (43% responded “what even is this?”), “third-place” hangouts (32%), and creators-turned-entrepreneurs (30%), showing a clear gap in their understanding of some niche trends that Gen Z seems to champion.

Gen X: Quietly luxurious but loudly done with reality TV

Gen X kept things classic with their top “in” list:

• live sporting events (71%)

• digital detox (65%)

• weekly TV episodes (59%) 

Interestingly, “third-place” hangouts tied with TV watching, indicating a continued appreciation for social leisure.

What’s out for Gen X? Reality TV stars topped their “out” list at 84%, along with celebrity beauty brands (81%) and K-pop brands (80%). Coachella and other music festivals, along with live award shows, also feel stale for Gen X (both at 75%). 

Nearly half (49%) still aren’t clear on the “clean-girl” aesthetic. “Romanticizing your life” content (35%) and “third-place” hangouts (31%) also left many wondering, what even is this? 

Generation gaps (and the things that bring them together)

The biggest generational divides emerged around Spotify Wrapped, favored by 82% of Gen Z vs. just 41% of Gen X, a massive 41-point gap. 

Other notable splits were found in “romanticizing your life” content (58% for Gen Z vs. 28% for Gen X), chain-restaurant nostalgia (51% vs. 27%), YouTube vlogs (57% vs. 35%), and pop “it girls” (54% vs. 33%). These differences underscore distinct generational values and experiences.

Pop culture trends offer more than just passing entertainment. They reveal shifting generational priorities. Gen Z is embracing curated experiences like Spotify Wrapped while largely rejecting celebrity-driven hype. Millennials prioritize intentional disconnection while Gen X maintains loyalty to classic leisure experiences.

Clearly, what’s “in” for one generation can feel distinctly “out” or even baffling for another. However, some things remain universally beloved: Digital detoxes, live sporting events, and watching weekly episodic TV resonate strongly across all generations. When it comes to these shared favorites, some trends simply refuse to fade.