Night luxe. Dark academia. Cottagecore. A new microtrend seems to pop up daily, leaving many marketers scrambling to jump on board or even decipher it. But before you even wrestle with a #CoastalGrandma vibe shift, you need to understand the common Gen Z values and behaviors behind the microtrends. By understanding these foundational elements, you’ll be able to build holistic youth marketing strategies that can not only speak to current microtrends, but outlast them as well.