The Zeitgeist: April 4, 2025

Today's Edition: 831 Stories, Braces and Potatoes

April 04, 2025

Good morning. Tomorrow is the deadline for TikTok to be sold to a non-Chinese company or otherwise face a ban in the United States, and as of this morning, a deal has not yet been cemented. A number of investors are competing for the opportunity to purchase the app, and supporters include familiar names like Alexis Ohanian, Kevin O’Leary and MrBeast, per TechCrunch. The clock is ticking for the app, which is used by more than 170 million Americans.

Also this week, we’re watching developments at Ben & Jerry’s, where co-founder Ben Cohen is leading an effort to buy back the ice cream brand from Unilever. Cohen’s move aims to return the company to its independent roots and reinforce its commitment to social activism.

Campaigns

Earned-friendly campaigns & clever moments

The Weirdest Brand Stunts of April Fools’ Day 2025

April Fool’s Day has become one of marketing’s weirdest traditions filled with unusual “launches,” from Hidden Valley Ranch-flavored Olipop to a grass keyboard from Yahoo.

By Brittaney Kiefer | Adweek

Tinder’s new game tests your flirting skills with AI personas powered by OpenAI

The dating app is tapping into AI to allow its users to practice their conversation skills, and get scored for their performance.

By Cecily Mauran | Mashable

Also, Popeyes’ pickle everything menu, Chipotle’s National Burrito Day Vault and Arduboy’s banana-shaped Banana-Bit game console.

Culture 

Snackable bites of consumer culture

Old-school metal braces are making a comeback

What was once stigmatized is becoming a status symbol and a desirable accessory to showcase expression and individuality.

By Abby Ellin | The Washington Post

Chipotle Went on a Seven-Year Quest to Find Avocados Outside of Mexico

Heavily reliant on Mexican imports, Chipotle has worked since 2018 to diversify sourcing for its top guacamole ingredient.

By Heather Haddon | The Wall Street Journal

Want to Sell More Romance Novels? First, Have a Really Great Hat

831 Stories, a romantic fiction brand that launched last summer, is selling romance as a concept.

By Viktoriia Vasileva | Inc.

Fed Up With Situationships, Gen Z Is Ready to Commit

Coming of age in a swipe-right world has lead to blurred lines for Gen Z when it comes to dating. They’re looking for a change.

By Natasha Dangoor | The Wall Street Journal

Corporate

Despite Political Pressure, Survey Shows DEI Practices Remain Popular

A new workplace poll found overwhelming support for continuing DEI policies, even if it means banishing the acronym and just doing what’s best for their businesses.

By Bruce Crumley | Inc.

Microsoft turns 50 as the world’s second largest company - trying not to fall behind on AI

Microsoft has been at the heart of computing for half a century, becoming a tech stalwart almost taken for granted as lifestyles embraced the internet.

By Julie Jammot | AFP

Workplace incivility is spiraling as companies rile up employees with RTO and layoffs, and new research warns it’s a $766 billion problem

Shaming, gaslighting and excessive micromanaging at work is making a comeback - and it’s all thanks to unpopular policies like return-to-office mandates and mass layoffs. Failure to act costs employers over $2.1 billion each day.

By Preston Fore | Fortune

A Patagonia employee breastfed her baby in a meeting. Her male VP’s response was perfect.

“It’s no wonder that Patagonia has 100% retention of moms.”

By Annie Reneau | Upworthy

Commerce

Shopper society snapshot

Eggs are expensive and Easter is quickly approaching. So, let’s decorate potatoes 🥔

This Easter, spud-savvy families are ditching pricey eggs and dyeing potatoes instead.

By Parija Kavilanz | Bagable Substack

QVC, the original video shopping network, is pivoting to TikTok

Just days before a potential U.S. ban, QVC Group launched a 24/7 live shopping stream on TikTok, the first of its kind on the platform.

By Hunter Schwarz | Fast Company

Tariffs Will Hit All U.S. Imports. Price Hikes for These Items May Surprise You

Pineapples, engagement rings and Christmas lights are just a few of the items that could see price hikes as a result of the sweeping new tariffs.

By Chao Deng | The Wall Street Journal

Baby boomers bought more homes than millennials did last year

The oldest millennial turned 43 last year. By 1989, when the oldest baby boomer had turned 43, their generation had a ~20% share of wealth, roughly double the eldest millennial’s portion today.

By Millie Giles | Sherwood News

Connections

Feed intelligence

Gen Z’s safe space

Tumblr is making a quiet comeback with Gen Z, who value its nostalgic, creative and ad-free space over mainstream social media.

By Amanda Hoover | Business Insider

The Loosening of American News Anchors

Don Lemon, Joy Reid and Jim Acosta, exiled or extricated from their networks, are now on Substack, trading sleek studios and “pancake makeup” for their living rooms.

By Jessica Testa | The New York Times

Substack is rolling out a TikTok-like video feed in its app

The rollout aims to boost creator visibility and tap into TikTok’s uncertain future, and it comes a month after Substack announced it would start allowing creators to monetize their videos on the platform.

By Aisha Malik | TechCrunch

Media Moves:

  • Jonathan Gluck, formerly deputy editor at New York Magazine, is now senior editor at Fast Company overseeing the publication’s new Fast Company Creator Network. The Network will publish weekly articles from independent newsletter writers, including former Mashable tech editor Pete Pachal, on the Fast Company website.

  • Jon Reed, formerly senior editor at CNET covering energy, has moved to the AI beat at the same outlet.

  • Aaron Tilley, formerly reporter at The Wall Street Journal covering Microsoft and Apple, is returning to The Information as reporter to cover Apple.

  • Nora Knoepflmacher, formerly editorial assistant for Food Network and HGTV magazines at Hearst, is now assistant editor for Off Duty at The Wall Street Journal.

  • Willow Lindley, formerly fashion market and collaborations director at VOGUE, is now style director at WSJ. Magazine. Her first day is April 28.

  • Sam Schube, formerly senior editor at GQ, is now reporter at WSJ. Magazine covering “the pop-culture side of menswear and men’s style, the style side of sports and entertainment, and various things in the zeitgeist that make him laugh (or wince).”

  • Yerin Kim, formerly features editor at PS (formerly Popsugar), is now news director at InStyle.

Also... read this analysis from music and data Substack Can’t Get Much Higher that dives into the greatest two-hit wonders.

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