The Zeitgeist: October 24, 2025

Today's Edition: Mico, Climbing Gyms and Group 7

October 24, 2025

Good morning. The humans are uniting - again. Over 700 celebrities, AI researchers, faith leaders and policymakers just signed an open letter calling for a ban on developing “superintelligent” AI - the kind that could outsmart us on every useful task, per TIME. The same folks behind 2023’s “pause AI” campaign are back, warning that such tech could arrive in just a year or two. A new poll backs them up: 73% of people want tighter AI rules. So far, nearly 31,000 have signed on. Humans 31k, robots 0.

Meanwhile, European Wax Center is getting buzz for its viral marketing stunt and lightning-fast response to SKIMS’ new launch. The brand’s team broke down how they pulled it off in People Brands and Things - and let’s just say the visuals are... hair-raising. (You’ve been warned.)

Campaigns

Earned-friendly campaigns & clever moments

Group 7 - behind the latest TikTok trend, and how brands such as Pizza Hut and Hyundai are activating

The phrase “Group 7” took off on TikTok, and brands wasted no time jumping in on the trend - rewarding fans proud to call themselves part of “Group 7.”

By Erika Wheless | Ad Age

Heineken knows people like beer better than AI

Heineken poked fun at the Friend AI wearable with its own “wearable” emphasizing real-world connections over digital.

By Jeff Beer | Fast Company

Also, Capri Sun’s trick pouches for Halloween, Columbia Sportswear’s Death Wishes campaign, IKEA’s Phone Sleep Collection and Twix’s Hallowmas candy mash-up.

Culture 

Snackable bites of consumer culture

How climbing gyms took over the world

A once niche activity has gone mainstream. There are now more climbing gyms than ever before across the US, Mexico and Canada.

By Kelli Maria Korducki | The Hustle

These bars are banning phones. And people love it.

As Gen Z and millennials seek digital detoxes, some bars are banning phones to revive real connection.

By Fritz Hahn | The Washington Post

Savory Croissants Are Going Way Beyond Ham and Cheese

Savory croissants are taking over pastry cases, pushing both culinary boundaries and the limits of flaky dough.

By Bettina Makalintal | Eater

Corporate

Even CEOs have to be influencers now

CEOs are increasingly becoming their brands’ faces, using social media to build trust and shape perception - though every post can help or hurt the company.

By Jared Lindzon | Fast Company

Microsoft’s Mico is a ‘Clippy’ for the AI era

Microsoft unveiled “Mico,” a Clippy-inspired animated avatar that gives Copilot a friendly, customizable face.

By Sarah Perez | TechCrunch

Think Landing a Job Is Hard? Try Having ‘DEI’ on Your Resume

Diversity roles once in high demand now feel like liabilities as the job market flips.

By Saijel Kishan | Bloomberg

They were looking for work - but found a scam instead

Fake job listings on sites like ZipRecruiter and LinkedIn are scamming seekers for money and personal data with too-good-to-be-true offers.

By Shannon Pettypiece | NBC News

Commerce

Shopper society snapshot

Why Halloween is a ‘master class’ for retailers

The season’s broad emotional appeal and delivery on in-store experiences means that shoppers, especially Gen Z, are ready to spend. 

By Kaarin Moore | Retail Dive

Nike CEO says the company needs to earn back shelf space in the face of stiff competition

CEO Elliott Hill says he’s betting on a “return to sport” to revive the brand.

By Merritt Enright | CNBC

Toys ‘R’ Us opening 30 new stores in time for the holidays. See map.

Don’t call it a comeback: eight flagships and 20+ pop-ups will open for the holidays.

By Greta Cross, Carlie Procell | USA Today

Connections

Feed intelligence & AI tips

Consumers are picking up the AI “Vibes” Meta is putting down

Meta AI’s app surged after adding its TikTok-style “Vibes” feed, tripling users and downloads as Gen Z embraced its generative video tool amid Sora’s limited rollout.

By Sam Gutelle | TubeFilter

OpenAI has a new web browser ready for launch

The moves come as traffic from bots is expected to surpass that from humans.

By Ina Fried | Axios

The New York Times Launches New TikTok-Inspired ‘Watch’ Tab

The vertical, swipeable video feed spans its entire portfolio and marks its bold move into visual journalism.

By Mark Stenberg | Adweek

The Louvre Was Robbed, But the Memes Stole the Show 

The heist became the first major museum theft to go viral, blending memes with serious historical comparisons.

By Isa Farfan | Hyperallergic

Media Moves & Intel:

  • Anna Tong, formerly tech correspondent at Reuters, is now reporter at Forbes covering AI for .com and print from its San Francisco bureau.

  • William Gavin, formerly staff writer at Quartz, is now tech reporter at Marketwatch.com. He is based in New York.

  • Henry Chandonnet, formerly fellow at Business Insider, is now business news editor at the outlet, covering consumer AI and tech culture.

  • Alex Carr, formerly editorial director of newsletters at theSkimm, is now editorial director at Morning Brew.

  • Madison Feller, formerly digital deputy editor at ELLE, is now managing editor at romance publisher 831 Stories.

  • Natasha Pearlman, formerly executive editor at Glamour, is now head of lifestyle at the New York Post.

  • Hearst-owned Delish launched SNACKS!, a podcast featuring celebs as guests who discuss “their go-to munchies, weirdest food combos, and the stories that come with every bite.”

  • Morning Brew launched People Person, a “a candid and conversational show where People Professionals can feel seen and heard, and learn from fellow experts in their field,” hosted by Morning Brew’s HR director.

  • The Financial Times launched The AI Shift, a weekly newsletter on how AI is reshaping work, productivity and society, written by chief data reporter John Burn-Murdoch and employment columnist Sarah O’Connor.

  • Alex Blynn, formerly senior editor at V Magazine, launched a new bi‑annual glossy magazine called VALŪS, focusing on fashion, music, arts and lifestyle.

Also... read this guide to Gen Z and Gen Alpha slang so you too can use slopcore, yeet and unc in everyday conversation.

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