What teens want

Kai Cenat, TEMU and e.l.f. live rent free in Gen Z and A minds, while Snapchat falters and TikTok loses ground

Streamer Kai Cenat, who was named a top influencer in a new survey of teens

When I can get my mitts on some solid data my inner nerd starts ordering shots at the bar. Adding some science to the art of culture-watching is like having clouds give way to the sun. I may have thought something before but now the evidence is being revealed.

It’s particularly potent when it comes to Gen Z and A. As a group teenagers are often written about but rarely heard from directly. So every spring and fall my geeky side puts on its party pants as Piper Sandler publishes their Taking Stock With Teens report. And each time it serves up gems.

Surveying thousands of teens across America, Piper Sandler provides illuminating insights into their consumption and desires across fashion, beauty, food, entertainment, technology and social media. And because they repeat the research every six months I can really dig into the way the wind is blowing with this famously fickle group.

So what have we learned this time a…