Play First: Re-learning how to play with sincerity
As part of our ‘Play First’ series, we’ve been delving into how the future of youth culture is being shaped by the values of curiosity, unity, sincerity and freedom. This week, we look specifically at sincerity, and how Gen Z are re-learning how to play with a childlike innocence and earnestness.
It may seem odd to speak about the rise of sincerity in an editorial series about play. But bear with me. Because the key to unlocking this connection takes some reflection on how sincerity (or should I say a lack of sincerity) has manifested in youth culture thus far…
The context:
Growing up with social media, Gen Z developed an aversion to sincerity. In a world where documentation and self-exposure were expected (if not intentionally, then via someone else’s lens), it was safer to pre-empt the potential for ridicule by acting unbothered before anyone could ever say you cared. Irony became self-protection under hyper-surveillance and performativity.
Being too enthusiastic, showing too much self-belief, or taking something too seriously was seen as cringeworthy and embarrassing, especially if the effort was inconsequential. And so, as a result, we took on a sort of self-deprecating tone of voice; everything we did came with an air of detachment and cynicism towards the world, as shown in the meme culture, TikTok content and humour of the time.
But slowly this act of detachment felt less and less honest, less and less realistic. As the world became increasingly chaotic, with genocide, climate disaster and political extremism being projected to us through our phones in ways never experienced before, pretending not to care didn’t have quite the same effect it used to. Of course, we all cared. And of course, we were all trying hard to make something of ourselves in a world where everything seemed to be working against us.
Today:
And so, our ‘Future of Cool’ series uncovered a culture shift. In today’s world, it is cool to care, to work hard, to vehemently stand up for something – even if that is a little bit cringe. As discussed in our newsletter on curiosity a few weeks ago, the coolest people today are those with expert knowledge and niche interests; those who have put time and effort into something. The best influencers on TikTok and Instagram are no longer famous for fame’s sake, but revered for a specialist skill such as record collecting, archiving, activism, photography or graphic design.
“You are seeing a new class of creators rise, not because they’re trendy, but because they’re unforgettable. In this new era, you are going to need one of three things: either a voice people trust, a perspective they've never heard before or a creative approach that cannot be replicated… We’re moving to more depth; towards creators that teach, creators that think, provoke, and challenge,” says social media coach madisonknowsbestt.
People who openly exhibit graft and grind are also gaining attention, such as the Chinese-American freestyle skier and Gold Medalist Eileen Gu, who went viral recently for her honest response to an interviewer’s question: “I spend a lot of time in my head… I journal a lot. I break down all of my thought processes. I apply a very analytical lens to my own thinking, and I modify it…” A couple of years ago, this sort of meticulous detail to process might not have received so much praise. But today, we celebrate hustle, unapologetic determination and open ambition.
Elsewhere in culture, we see the convergence of mainstream music and politics as celebrities begin to take a stand for what they believe in and what is right for the world. Pop stars are no longer revered for their nonchalance and rebellious attitude, but for caring about something deeply, whether it’s politics, their craft, or their family (a la A$AP Rocky and Rihanna). At this year’s Grammy awards, several attendees, including Billie Eilish, Justin and Hailey Bieber, Kehlani and Joni Mitchell, donned badges saying ‘ICE OUT’, while Bad Bunny gave a powerful speech criticising the Trump administration’s immigration crackdown. Politics and music have always been interlinked, but the ceremony this year felt more politically charged than it had been for a while.
So, how does this relate to play?
Well, if Gen Z are approaching the things we care about with sincerity and earnestness, then we are also doing that in the ways we are playing. Pleasure, entertainment and humour are no longer imbued with a sense of irony or self-awareness, but approached with childlike wonder and innocence. We want to enjoy life freely without needing to look cool, but genuinely doing what makes us happy, whether that is picking up ‘grandma hobbies’ such as crochet and puzzles, or being more candid about the space we need away from the internet in order to fully relax.
Because it feels like the internet has become the optimum embodiment of this dark version of play. We flick between videos of an AI dog dancing and news of a five-year-old being detained by ICE. We spend hours scrolling mindlessly to feed the never-ending loop of data acquisition and sponsored advertisements. And we absorb superficial content that leaves us feeling guilty and inadequate. This is not play in its truest sense.
Instead, we are searching for a version of play that is far removed from that baggage. Play in its most original form, as a way to bring us comfort and feed our curiosities. This might be the pursuit of a craft for pleasure, without the pressure of posting it online. It might be moving away from apps such as Instagram and TikTok, towards WhatsApp group chats or Reddit, where genuine human interaction and research can thrive. Or, it might be attending IRL meet-ups such as nature walks, book clubs and speed dating (perhaps once considered slightly embarrassing), and owning those experiences without fear of how they might be perceived.
Ultimately, it is about re-learning how to play instinctively – playing to learn, playing to foster creativity and reduce stress, playing to find freedom – and not worrying if that’s all a bit cringe.