If your brand is still speaking to Gen Z in the language of hustle, optimisation and non-stop productivity, you might already be losing them. After reading Jana Pollack’s reporting for Parents.com on Gen Z’s “soft life” era, we uncovered several insights that social marketers should pay close attention to, especially if they want their content to feel relevant, empathetic and culturally in tune with Gen Z.

What is the “soft life” era?

Pollack’s central argument is that the soft life is a counter-reaction to hustle culture, not a rejection of ambition. Gen Z isn’t uninterested in achievement; they’re uninterested in being worked to the bone with no guarantee of payoff.

For brands, this means messaging rooted in productivity, optimisation or relentless ambition can feel out of step. Gen Z is far more receptive to brands that acknowledge both effort and exhaustion.

This aligns with broader social media trends. Video formats that celebrate quiet, calming moments, such as morning routines, cosy visuals or sensory storytelling, consistently perform well. TikTok trend reports highlight “Lo-Fi Luxury” formats: slow, dreamy, everyday moments like tea steaming, morning journalling and tactile skincare sequences. These formats drive high engagement because they evoke calm and comfort in viewers.

Gen Z content trends that amplify engagement

On TikTok, Gen Z is increasingly drawn to aesthetics rooted in comfort and gentle living, whether that’s cosy visuals or “quiet luxury”.

• Lo-Fi Luxury - A trend where mundane moments are filmed in cinematic, calming ways that invite pause rather than urgency. Think slow-motion tea pours, sunrise routines and soft-spoken voiceovers. (New Engen)
• Quiet Luxury - Unlike flashy flexing, accounts using hashtags like #SilentRich showcase subtle, understated lifestyles; aspirational calm without extravagance. (Stratcom Academy)
• Soft Girl / Cottagecore aesthetics - Visual styles that romanticise gentle, serene living: pastel tones, cosy textures and homely vibes, translating into social narratives centred on comfort and care. (Everlasting)

Brands doing “soft” or soft-adjacent content well

While few brands explicitly label their strategy as “soft life”, many are winning Gen Z engagement by leaning into authentic, calm and emotionally resonant storytelling.

• @aerie - Body positivity and emotional utility
  Aerie’s #AerieREAL campaigns focus on comfort, self-acceptance and real-world moments (such as self-care routines) rather than polished perfection. This aligns closely with soft living values and fosters emotional connection. (@andbloom)
• @duolingo - Relatable, human moments
  Duolingo’s TikTok presence isn’t about product features; it’s about personality. Playful, irreverent content humanises the brand and encourages community participation and repeat engagement. (Toptal)
• @cider - Comfort and individual expression
  Fashion brand Cider has cracked Gen Z engagement by combining affordable, expressive fashion with TikTok virality, particularly around #shopcider, where users share “soft moments” in outfits that feel comfortable and authentic. (ContentGrip)
• @crocs - Comfort-centric, playful UGC
  Crocs’ resurgence with Gen Z has been driven by comfort-led content, collaborations (such as Hello Kitty and Bad Bunny) and strong community expression — all resonating with a generation that values function and personality over hustle aesthetics. (ContentGrip)

Not all brands need to sell calm directly. Even when not explicitly soft-themed, brands that embrace authentic user-generated content, humour or sensory storytelling (such as Duolingo’s mascot antics) tend to perform better with Gen Z because they feel less like adverts and more like shared experiences. (Whop)

Why “softness” shows up so strongly on social media

Pollack’s article also reframes the soft life as a coping mechanism. When Gen Z shares quiet, calming moments online, it isn’t necessarily escapism, it’s grounding.

In a volatile job market and an increasingly pressured social landscape, these rituals provide a sense of control. A candle, a warm drink or a peaceful morning routine becomes a way to regulate stress and reclaim autonomy.

For brands, this suggests that social content should feel like a relief, not another demand for attention. If your content feels loud, urgent or extractive, Gen Z will likely scroll past it.

How brands can connect with Gen Z more effectively

Drawing from Pollack’s reporting, here are five clear implications for brands targeting Gen Z:

1. Reconsider hustle-led language
Gen Z doesn’t respond to “do more, be more, work harder” messaging. Brands that lead with empathy, balance and realism are more likely to earn trust.

2. Prioritise emotional utility
Beyond functional benefits, Gen Z values how a product or service makes them feel. Calm, comfort and emotional safety are powerful differentiators.

3. Make space for nuance
The soft life isn’t about avoidance; it’s about sustainability. Brands that acknowledge responsibility, effort and rest as coexisting realities feel more authentic.

4. Design content that feels gentle
Slower pacing, softer visuals, quieter storytelling and intimate moments often outperform high-energy, hyper-optimised formats.

5. Avoid romanticising detachment
Gen Z isn’t looking to disengage from life; they’re looking to survive it without burning out. Brands should position themselves as supportive companions, not enablers of avoidance.

The bigger picture

What Pollack’s piece makes clear is that Gen Z’s embrace of the soft life isn’t frivolous, it’s strategic, emotional and cultural. This generation is learning to set boundaries earlier because they’ve seen what happens when you don’t.

If your brand is trying to connect with Gen Z but your social content still feels loud, rushed or overly transactional, it may be time to rethink your approach. We help brands translate cultural shifts like the “soft life” into social strategies that feel authentic, emotionally relevant and platform-native.

If you’re ready to build content that Gen Z genuinely wants to spend time with, let’s talk.