The Zeitgeist: May 2, 2025

Today's Edition: Grow With US, Labubus and Rivian

May 02, 2025

Good morning. This week, the latest survey by the Conference Board revealed that US consumer confidence fell to its lowest level since mid-2020 in April, as worries about the job market and economic outlook weighed on sentiment. It’s a larger decline than economists projected. The dip in consumer confidence points to more cautious spending ahead.

Also, our Reporter Spotlight is back! It’s our ongoing feature on what journalists are interested in, how their editorial process works and more. Don’t miss it, below.

Campaigns

Earned-friendly campaigns & clever moments

As Tesla’s Favorability Dips Below Zero, EV Maker Rivian Drops Its First Major Ad Campaign

Built on stories from local clubs of Rivian owners, the campaign aims to build brand awareness and favorability ahead of its first mass market release in 2026.

By Kathryn Lundstrom, Paul Hiebert | Adweek

You Can Now Buy a 14-Karat Kraft Macaroni Necklace for Mom, and It’s Not a Joke

Kraft leaned into the common dried pasta necklace gift and turned it into real jewelry for Mother’s Day.

By Stacey Leasca | Food & Wine

Also, Calm’s “Not Calm Moms” initiative, Olipop x Crocs’ soda drive-thru and merch drop, Chipotle’s Ingredient Quest on Roblox for Cinco de Mayo, Culver’s x Skittles’ POP’d desserts and Panera’s Croissant Clutch.

Culture 

Snackable bites of consumer culture

How These Little Elves Turned Into a Global Sensation

People are clamoring to get their hands on Labubus, the latest in a long line of iconic collectible characters from Asia, including Hello Kitty and Sonny Angel.

By Alisha Haridasani Gupta | The New York Times

Why Gen Z Is Flocking to Teahouses Instead of Bars

They value the calm, sober-friendly atmosphere, aesthetics and opportunities for meaningful connection that align with their lifestyle.

By Jasmine Ting | Bon Appetit

Saunas are the new social club

Another hot third space - while not a new concept, saunas are making their mark across the UK and the US today.

By Juliet Bennett Rylah | The Hustle

What Can a T-shirt Do to ‘Protect the Dolls’?

What began as a rallying cry to support trans women online has evolved into a viral fashion statement - it’s a symbol of solidarity and a flashpoint in the slacktivism debate.

By Cat Zhang | The Cut

Corporate

A little retirement, as a treat

Workers taking mini-retirements want a more sustainable way to work while also enjoying their lives, said Isabella Kwai at The New York Times.

By Kai Ryssdal, Iru Ekpunobi | Marketplace

Nadella and Zuckerberg: Microsoft and Meta see surge in AI-generated code at their own companies

The surge underscores a seismic shift in the future of software development.

By Todd Bishop | Geekwire

Exclusive: Walmart expands support for American-made products

Walmart’s new “Grow with US” program makes it “easier for U.S.-based entrepreneurs to navigate the complexities of retail and bring their products to a national stage.”

By Kelly Tyko | Axios

Nearly half of workers using AI at work admit to doing so inappropriately

A global study revealed examples such as uploading sensitive information into public tools or relying on AI answers without checking them.

By Staff | Fast Company

Commerce

Shopper society snapshot

Why online shopping feels like a chore in 2025

A new Criteo study finds that most shoppers now view online shopping as functional, overwhelming and even lonely - sparking a renewed interest in in-store retail and personalized digital experiences.

By Eve Upton-Clark | Fast Company

A quarter of U.S. consumers are now financing groceries with buy-now, pay-later

Results of a survey from Lending Tree show the latest sign of mounting concern over the economy.

By Sasha Rogelberg | Fortune

OpenAI Adds Shopping to ChatGPT in a Challenge to Google

An interview with Adam Fry, the ChatGPT search product lead at OpenAI, on how its new shopping experience works.

By Reece Rogers | WIRED

Your guide to the baffling world of duty-free shopping

Duty-free stores, long known for indulgences, may gain new relevance amid tariff uncertainty as a source for everyday essentials.

By Andrea Sachs | The Washington Post

Connections

Feed intelligence

They’re Funny, They’re Viral, and They’re Coming for Late Night

A wave of TikTok-native talk shows optimized for attention spans shaped by social media are using parasocial familiarity and viral-ready shticks to connect with young audiences.

By CT Jones | Rolling Stone

Jim Cramer Talks SpinCo, John Oliver, and 20 Years of Mad Money

An interview with Cramer and Mad Money senior executive producer Regina Gilgan about the show’s evolution and future and CNBC’s SpinCo era.

By Ethan Alter | Adweek

How Ezra Klein’s YouTube Makeover Points to Podcasting’s TV Future

As YouTube becomes the top podcast platform, podcasts like The Ezra Klein Show are expanding into video to attract younger audiences.

By Rebecca Sananes | Vanity Fair

Reporter Spotlight: Emily Gerard

Today’s spotlight is on Emily Gerard, writer & producer at NBC News, TODAY and TODAY.com, who spoke with us about how communications teams should think about engaging with her and her team.

What types of stories is TODAY most interested in telling right now?

Stories that impact people’s lives on a micro and macro level: from the effect of tariffs on your grocery budget and vacation plans to policy decisions like school cell phone bans, and what the changes mean for families who are scrambling to keep up.

What types of stories are YOU most interested in telling right now?

I love reporting on food trends I see popping up in restaurants and home kitchens. It’s satisfying to connect the dots and think about why a theme is emerging at a given moment.

What is one PR pitching tip you think is important?

I appreciate if you can make a pitch both timely and relevant. Bonus points for specifying if the idea is for broadcast or digital, and something unique you can offer our audience, like an exclusive or first look.

Media Moves:

  • Deepa Seetharaman, tech reporter at The Wall Street Journal, is leaving the newspaper and has yet to announce her new role.

  • Ryan Barwick, formerly reporter at Morning Brew, is leaving the publication and has yet to announce his new role.

  • Britney Nguyen, formerly reporter at Quartz, is now tech reporter at MarketWatch covering Nvidia, semiconductors and AI.

  • Tripp Mickle, tech reporter at The New York Times, is taking on the Google and Alphabet beat in the wake of the departure of Nico Grant. He will continue to cover Apple until a replacement for that beat is found.

  • Katherine Blunt, reporter at The Wall Street Journal, is shifting to a new beat covering Google and Alphabet and how AI changes how we search for information.

  • Nate Wolf, formerly tech and politics reporter at The Daily Dot, is now trending news reporter at Barron’s.

  • Tina Davis, formerly VP of content writing at CoStar, is rejoining Bloomberg, where she was previously news director. She will be involved with Bloomberg Industry Group’s newsletter group.

  • Carla Mozee, formerly reporter at Seeking Alpha, is now assistant markets editor at Investor’s Business Daily.

  • Maya Gandara, formerly e-commerce editor at StyleCaster, is now deals editor at Forbes.

  • Fiona Clair, formerly lifestyle and entertainment editor at Business Insider, is now engagement editor at LinkedIn.

Also... learn how to fold different types of paper airplanes.

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