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Connecting with Gen Z is crucial for brands, especially as teens and twenty-somethings gain spending power and influence. But doing so can be a bit of an art. Thats why a new crop of companies are offering translation services for brands that want to speak Gen Z’s language and, as they say, get “locked in.” While many Gen Z translation businesses are still in their infancy, The Wall Street Journal reported that it already represents a multimillion-dollar industry. Some analysts estimate that Gen Zs spending power is set to grow to $12.6 trillion by 2030, up from $9.8 trillion in 2024, according to the Journal. At the same time, Gen Z is far more digitally native than their predecessors, meaning they are far more used to getting information, shopping, and managing their lives online. They also seem extremely driven to make choices according to their values. According to a Lightspeed Commerce report, released earlier this year, 96% of Gen Z says they shop according to their values. Gen Z translators for brands Marketing agency NightyEightnamed after 1998, the first birth year for members of this generational groupstrategizes around the lives of real Gen Zers. The company uses insights from its Gen Z community, which it calls the “Koi Pond,” to figure out the best ways for brands to appeal to the generation. According to the company, NightyEight isn’t “just targeting Gen Z,” but “building the future of marketing with them.” According to Edelman, a company that formed in 2022 and has similar aims to NightyEight, brands need to think more strategically than ever to connect with Gen Z, because for this group, trends evolve very, very quickly. In a recent report titled “The Great Divide,” Edelman noted that “Gen Z is coming of age in a world that feels like it is simultaneously breaking apart and speeding up. Our society is a high-pressure environment, riddled with fear and uncertainty,” something that Gen Z is “hyperaware” of. “As a result, Zers have high hopes for brands. They are open to stronger two-way relationships, but they will also impose higher penalties when expectations are not met,” Edelman wrote. Values drive Gen Z choices Those insights are essential for brands that may not understand what Gen Z values, but should, analysts said. A hallmark of Gen Z is coming to age in a hyper-connected world. In this world, every follow, like, repost, and even purchase is a direct reflection of a persons identity and values, Lightspeed CEO Dax Dasilva previously told Fast Company. Through this connected world, there is a never-ending exposure to global issues, where activism, accountability, and cancel culture move at the speed of light. Perhaps fortunately for the brands that need most help relating to Gen Z, the generation seems extremely willing to speak up about what’s important to them. According to Celine Chai, one of the Gen Z founders of NightyEight, the generation is overtly interested in offering their insights. People write paragraphs, Chai told the Journal, referring to surveys of Gen Z. I dont think people try as hard in school.
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E-Commerce
Family members of dead celebrities including Robin Willians and George Carlin are calling foul over AI-generated videos of their loved ones appearing on OpenAIs new app, Sora. OpenAIs new video generation app is just a few weeks old, but it rapidly rocketed to the top of the U.S. Apple App Store within days of its release. And perhaps as rapidly, experts and creators raised copyright concerns around Sora, as the app appeared to let users create content of well-known cartoon characters and deepfakes of public figures. OpenAI has since curbed those kinds of videos, but The Washington Post and other outlets have reported that family members of dead celebrities dont think enough is being done to protect their loved ones likeness. When OpenAI launched Sora, it said videos of historical figures would not be limited in the same way as deep fakes of living public figures. What the families are saying about Sora On Tuesday, Robin Willians’ daughter, Zelda, took to Instagram to share a plea with followers. “Please, just stop sending me AI videos of Dad,” she wrote. “If you’ve got any decency, just stop doing this to him and to me, to everyone even, full stop. It’s dumb, it’s a waste of time and energy, and believe me, it’s NOT what he’d want.” The late comedian George Carlin’s daughter, Kelly, expressed a similar view. She took to BlueSky to share her experience, writing that videos using her fathers likeness are both “overwhelming, and depressing.” Assassinated civil rights leader Malcolm Xs daughter told the Post that it is deeply disrespectful and hurtful to see my fathers image used in such a cavalier and insensitive manner when he dedicated his life to truth. OpenAI told the Post and other outlets that it would work with the families of recently deceased public figures to have their loved ones’ likeness removed from the app. “For public figures who are recently deceased, authorized representatives or owners of their estate can request that their likeness not be used in Sora cameos,” the company said. It remains unclear whether OpenAI will limit the use of more historical dead celebrities and public figures: Some videos on the app feature older deceased figures, including Elvis Presley, Michael Jackson, and Martin Luther King. Jr. Broader privacy, copyright concerns remain Experts are wary about the implications of Sora for creators and for privacy. “It’s as if deepfakes got a publicist and a distribution deal,” Daisy Soderberg-Rivkin, a former trust and safety manager at TikTok, told NPR. “It’s an amplification of something that has been scary for a while, but now it has a whole new platform.” The head of the Motion Picture Association said in a statement that OpenAI must take responsibility to prevent copyright infringement, and not put the burden on rights holders. Well-established copyright law safeguards the rights of creators and applies here. Others have flagged the apps potential to be used maliciously, including by users who might create videos to mock or bully others. It has no fidelity to history, it has no relationship to the truth, a misinformation expert told The Guardian. When cruel people get their hands on tools like this, they will use them for hate, harassment and incitement. OpenAI did not immediately respond to Fast Companys request for comment.
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E-Commerce
YouTube is giving some creators previously banned for spreading misinformation a chance to get back on the platform. The company opened up a pilot program on Thursday inviting YouTubers who were kicked off of the video sharing site under now-outdated rules to apply for a new channel. The company announced the second chance process last month, describing it as a limited pilot project for some creators, including those with channels banned under policies the platform has since abandoned. YouTubes announcement came the same day that the company issued a conciliatory letter to Republican Rep. Jim Jordan, who has pressured YouTube and other social media companies for years over unfounded claims that they deliberately censor conservative viewpoints. We've had a lot of questions about a pathway back to YouTube for some terminated creators to set up a new channel. This will be a limited pilot project that will be available to a subset of creators in addition to those channels terminated for policies that have been deprecated.— Updates From YouTube (@UpdatesFromYT) September 23, 2025 YouTubes changing rules Not all creators given the boot will be eligible for a second chance. YouTube notes that some types of channel terminations will stand, including bans for copyright infringement and for violations of its policies against abuse and violence off-platform. Channels eligible to be reinstated will see an option to request a fresh channel on YouTube Studio over the next few weeks, according to the company. We’re looking forward to providing an opportunity for creators to start fresh and bring their voice back to the platform, the company wrote in a blog post. As always, our Community Guidelines and other policies still apply to help us maintain a responsible business that viewers, creators, and advertisers rely on. If approved, creators previously banned from YouTube will be allowed to create a new channel from scratch not resurrect the channel that earned them the ban. While YouTube describes the program as a fresh start, creators will be allowed to re-upload old videos that dont violate the platforms policies in 2025. Once a new channel becomes eligible, previously banned creators wont face any restrictions on monetization. The pilot program applies to channels that have been offline for at least a year. For channels banned more recently, YouTube points creators to its existing appeals process. Creators that successfully appeal a ban can have their channels reinstated rather than going through the new pilot program. For social media companies, policies follow politics YouTube, like other social networks, has dismantled some content moderation policies in recent years. After building out a framework to limit the spread of misinformation during the Biden era, including rules punishing channels for election denialism after Jan. 6, YouTube is now backing away from many of those policies. The company said that it opted to sunset election misinformation rules to allow for discussion of possible widespread fraud, errors, or glitches occurring in the 2020 and other past U.S. presidential elections. Since 2023, YouTube has also rolled back rules specific to Covid-19 and vaccine-related misinformation, a fact the company highlights in the letter sent last month to Jordan. YouTube continues to enable a diversity of perspectives and believes creators should be able to openly debate political ideas on the platform, the company wrote in the letter. The community guidelines allow for a wider range of content on those topics now, according to YouTube. YouTube values conservative voices on its platform and recognized that these creators have extensive reach and play an important role in civic discourse, YouTube wrote in the letter. The Company recognizes that these creators are among those shaping todays online consumption, landing must-watch interviews, giving viewers the chance to hear directly from politicians, celebrities, business leaders, and more. Regulatory threats set the tone The decision to invite once-banned creators back comes as YouTube seeks to put itself in the good graces of President Trump and likeminded Republicans in Congress. In his second term, the Trump administration has been eager to reward loyalists and punish its perceived political enemies. Trump has already wielded threats from the FCC against broadcast networks airing critical content, but other agencies like the DOJ and FTC could also be aimed at the administrations critics. Just last week, YouTube agreed to pay $24.5 million to settle a lawsuit Trump filed in 2021 after breaking its rules against inciting violence during the Jan. 6 attack on the U.S. Capitol. Meta and X, formerly Twitter, also paid $25 million and $10 million respectively to settle parallel lawsuits from Trump after the former president again took office. None of the cases were regarded as particularly credible by legal experts, nor was another lawsuit against Paramount, which the company opted to settle in July for $16 million, paving the way for FCC approval of its lucrative merger.
Category:
E-Commerce
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