“Burnout Is the Vibe” – What we learned from 40 Gen-Z culture shapers across North America and Europe.
Social used to be an escape. Now it’s another job.
For Gen Z, burnout isn’t just a workplace issue, it’s a timeline issue. From the pressure to post to the emotional labor of appearing “okay,” social media has become a full-time performance. But instead of logging off completely, Gen Z is doing something smarter: they’re showing up differently. Less posting, more lurking. Fewer aesthetics, more honesty. Vibes? Still curated. But now they whisper.
This isn’t a digital detox. It’s a mood shift, and if your brand misses it, you’ll come off as either clueless or cringe.
Also Read | The Best Brands Don’t Just Post, They Talk Back
1. They’re still on TikTok… but mostly to feel something
Let’s be clear: Gen Z hasn’t abandoned platforms. They’ve just redefined how they use them. Posting? Optional. Scrolling? Mandatory.
“I use TikTok to scroll, not post. I just want to feel something.”
They’re not chasing views. They’re chasing emotional regulation. Algorithms built for creators now serve quiet consumers.
2. Burnout isn’t hidden, it’s the content
Gen Z creators are tired. And instead of pretending otherwise, they’re posting through it.
We’re seeing a new aesthetic emerge: blurry photo dumps, anti-influencer captions, capitalism-core skits, 3AM meme spirals. Vulnerability is the vibe.
“Even my hobbies feel like performance now.”
Creators aren’t just trendsetters—they’re cultural barometers. Brands that want real connection need to partner with people who reflect real exhaustion, not fake energy.
3. Platform loyalty is emotional, not habitual
Forget “daily active users.” For Gen Z, platform use is mood-based. Today it’s TikTok. Tomorrow it’s Spotify. By Friday, it’s Discord or a finsta meltdown.
“BeReal is the only app I don’t dread opening.”
They rotate between apps like emotional safe spaces, each one serving a different function in their burnout management toolkit.
4. Memes are how they say ‘I’m not okay’
If you want to know how Gen Z is really doing, don’t ask. Check their saved memes. From chaotic humor to nihilist shitposts, memes are more than entertainment, they’re coded cries for help. Shared not for LOLs, but for “same.”
“Sometimes I send a meme instead of saying ‘I’m not okay.’”
For brands, this isn’t a cue to be funny, it’s a cue to be in tune.
So What Should Brands Do?
Here’s how to stay relevant without being part of the problem:
- Work with the right creators: Find the ones who can name the feeling, not just sell the product. Think emotion-forward, not high-gloss.
- Show up in low-pressure ways: Drop a playlist, reply to a quiet story, design content for people who are tired, not hyped. Join their conversation.
- Respect the quiet: Sometimes the best post is a soft one. Text on a beige background > fake enthusiasm in Reels.
Gen Z isn’t burned out from social media. They’re burned out on the terms social media set for them. And they’re rewriting the rules in real time. For your brand to stay in the conversation, it may need to sit down, soften its voice, and stop trying so hard.
Insidrz™ by TANGO, because knowing culture means listening to the people shaping it. Insidrz is a curated Gen Z panel and insight engine, built to decode emerging behaviors before they hit your feed. Want to understand what your audience actually cares about? Learn more here.