Emily Sundberg on How Nobody Is Coming to Save Gen Z

Summary

Odd Lots Podcast Summary
Episode: Emily Sundberg on How Nobody Is Coming to Save Gen Z
Release Date: July 5, 2025

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Introduction

In this insightful episode of Bloomberg's Odd Lots, hosts Tracy Alloway and Jill Wiesenthal engage in a compelling conversation with Emily Sundberg, the author of the Feed Me Newsletter. Recorded in New York City on July 26th, the discussion delves into the perspectives of Generation Z regarding capitalism, money management, investing, consumption habits, and the prevailing sentiment that "nobody is coming to save them."

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Gen Z’s Economic Outlook and Self-Reliance

Emily Sundberg opens the dialogue by highlighting a pervasive belief among Gen Z individuals that they cannot rely on external support systems to secure their financial futures.

[05:09] Emily Sundberg: "Gen Z has repeatedly been told, 'nobody is coming to save you.' You're going to graduate into a job market that barely exists. If you get a job, you might not even have a desk or an office to go into. It's up to them to make the most of this world while it's still in existence."

This sense of self-reliance is compounded by the challenges they've witnessed, such as the economic fallout from COVID-19 and societal issues like school shootings, fostering an urgency to "get the bag" before opportunities wane.

Investment Trends and the Creator Economy

The conversation transitions to Gen Z's affinity for stock market investing and alternative financial avenues like the creator economy. Sundberg notes a shift in where young people see potential for financial growth.

[06:08] Emily Sundberg: "Even at Goldman Sachs, you're probably making more money from making 'day in the life' TikToks than from your salary. The creator economy is growing, with Bloomberg reporting that the market for creator marketing is now a $33 billion industry."

She emphasizes that the visibility and communal aspects of investments like cryptocurrency create a sense of competition and public accountability, which can be both motivating and stressful.

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Consumption Patterns and Cultural Homogeneity

Sundberg discusses the observable trend of homogenous consumer behavior among young people, particularly in metropolitan areas like the West Village.

[10:57] Emily Sundberg: "Everyone is buying the same things, whether it's at Starbucks or Gucci, to form this perfect life of what it means to be a 25-year-old. There's a real sentiment of 'the world is burning, so why shouldn't we enjoy the things we can.'"

This behavior extends to significant life events, such as weddings, where guests often wear identical or highly similar outfits, driven by influencer culture and the rapid spread of popular trends.

[15:04] Emily Sundberg: "When everyone is following the same influencers and brands, there's a lot more likelihood that you're all gonna buy the same thing. For example, a distinct hot pink dress with mirrors from Tory Burch became the 'wedding guest dress of the summer,' selling out rapidly as everyone clicked the link and purchased it."

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Impact of Technological Advancements and Job Market Instability

The advent of AI and automation adds another layer of uncertainty for Gen Z about the stability of future employment.

[07:23] Tracy Alloway: "How much of the nobody is coming to save you mentality is like AI dread, like jobs as we know them might not exist."

[07:31] Emily Sundberg: "People are entering a very flat company structure where there's not a clear ladder to climb, and the fear of mass layoffs and AI replacing jobs looms large."

This anxiety drives Gen Z to seek alternative income streams and invest in volatile markets, often treating investments as lottery tickets rather than stable financial planning.

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Entrepreneurial Endeavors Amid Economic Uncertainty

Despite economic uncertainties, Gen Z continues to pursue entrepreneurial ventures, albeit with different strategies compared to previous generations.

[18:03] Emily Sundberg: "People are doing it differently. They're more likely to bootstrap or collaborate with friends on ventures, and if they fail, they quietly brush it aside without the fanfare of taking large venture capital investments."

This pragmatic approach reflects a learning curve from past experiences, where high-stakes investments often required significant returns that may not always materialize.

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Social Pressures and the Etiquette Epidemic

The discussion also touches on the social dynamics that influence Gen Z's consumption and lifestyle choices, particularly in social settings like weddings.

[20:32] Emily Sundberg: "Weddings have evolved from being bride-centric to emphasizing every individual guest's experience and the social media documentation of the event. This shift increases the pressure to spend more on appearances."

[20:57] Tracy Alloway: "There's an etiquette epidemic where people are not adhering to traditional social norms, like not holding doors or posting wedding photos prematurely, adding to the social stress."

Sundberg attributes these changes to the expanding definitions of friendship and the influence of digital communication platforms, which complicate traditional social interactions and expectations.

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Conclusion

Emily Sundberg provides a nuanced exploration of Gen Z's financial mindset, underscored by a blend of ambition and anxiety. The generation's proactive approach to wealth-building, coupled with its consumption patterns and social pressures, paints a complex picture of young people striving to navigate a precarious economic landscape. The episode underscores the importance of understanding these dynamics to better engage with and support Gen Z in their financial and personal endeavors.

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Notable Quotes:

• Emily Sundberg [05:09]: "Nobody is coming to save you. You're gonna graduate into a job market that barely exists."
• Emily Sundberg [06:08]: "The creator economy is growing, with Bloomberg reporting that the market for creator marketing is now a $33 billion industry."
• Emily Sundberg [10:57]: "Everyone is buying the same things... there's a real sentiment of 'the world is burning, so why shouldn't we enjoy the things we can.'"
• Emily Sundberg [15:04]: "There's a lot more likelihood that you're all gonna buy the same thing."
• Emily Sundberg [07:31]: "There's a fear of mass layoffs and AI replacing jobs looms large."
• Emily Sundberg [18:03]: "They're more likely to bootstrap or collaborate with friends on ventures."

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For more insights and detailed discussions, listen to the full episode on Bloomberg's Odd Lots and subscribe to their daily newsletter.

Transcript

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[Tracy Alloway]

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Bloomberg Audio Studios Podcasts Radio News.

[Tracy Alloway]

Hello odd lots listeners. You are listening to another special episode of the podcast. It was recorded in New York City on July 26th. In this conversation we talked to Emily Sundberg of the Feed Me Newsletter. We are talking about how Gen Z sees the world, how they think about capitalism, how they think about money, how they think about investing, how they think about spending it, and how they think about how nobody is coming to save them.

[Jill Wiesenthal]

That's right. I don't think it's a secret at this point that Gen Z seems to Love stock market investing and things like that. Trying to make money. So take a listen.

[Tracy Alloway]

First question been on my mind the last couple days. You have a very, like, young, plugged in, like, sort of business, capitalism audience. What percentage of your readers do you think voted for Zoran?

[Emily Sundberg]

A young man, I think he was 19. A Yale student emailed me this morning and asked if I could put that poll in my newsletter. And I didn't. It felt a little late, but I should have. I'm guessing 65%. Cautiously. Yeah.

[Jill Wiesenthal]

Hmm. Can you maybe describe your sort of average reader just for people who might not be aware? Like, what population are you plugged into here?

[Emily Sundberg]

So I don't know if any of you use substack, but they don't give you these analytics. So all of my data about my readership has been quite anecdotal from just looking at people's profiles in the comment section and seeing who shows up to my parties. But do any of you read it? Like, if I do. Okay, so some of you. That's some of my audience. I like to say that my readership is everyone from bartenders to billionaires. But I would say, like, if you're paying $80 a year for a newsletter, then you're probably making a decent amount of money or you're at least interested in making money. And I think it's a mostly New York audience, 30 to 45ish. But if you come to my parties, you'll see who else there is. But I would say, like, people interested in making money and somewhat interested in New York City, business and culture.

[Tracy Alloway]

So the first time, several tries to get you on the podcast, but finally making it happen. And I wanted to talk about, like, Gen Z and capitalism because I feel like millennials and maybe Gen X, but millennials in particular, like, sort of had this love hate relationship, like, sort of apologized for wanting money. Sort of ambivalent about it. And I get the impression that the younger generation is like, much more comfortable with, like, yeah, we wanna make a ton of money.

[Emily Sundberg]

Yeah. And so I'm really curious.

[Tracy Alloway]

Yeah. So talk about if that's correct, this perception.

[Emily Sundberg]

I think one thing that's very clear about Gen Z is that they've repeatedly been told, nobody is coming to save you. You're gonna graduate into a job market that barely exists. And if you get a job, you might not even have a desk or an office to go into. A lot of them were home during COVID and they're also seeing, like, shootings in schools all the time. And they're Seeing their capital getting sworn like nobody's coming to save them and it's sort of up to them to make the most of this world while it's still in existence. And you hear this sense of like, get the bag while the world is still here for you to make some money out of it. What was your question?

[Tracy Alloway]

No, that was basically it.

[Emily Sundberg]

Like, that's like an overwhelming sentiment that I hear from these people.

[Tracy Alloway]

Yeah, I think it was like some survey and they asked all the generations like, what do you need to have a good life? And it was something like 70,000, whatever. And then Gen Z was like $500,000 salary or something like that.

[Emily Sundberg]

Yeah. I mean you're even seeing like if you're a creator, even at like Goldman Sachs, you're probably making more money as like making day in the life TikToks than you are from your salary. And like there's this growing creator economy and your role model might be somebody who's like made millions and millions of dollars a year from humiliating themselves online. And like there's all these possibilities and tools from entering the creator economy. Like I think Bloomberg published a story last week that even just the market for creator marketing is like $33 billion now. It's massive, this idea that no one's.

[Jill Wiesenthal]

Coming to save you. We've talked about this on an episode before, but it does feel like that kind of translates into people making these lottery ticket T type bets.

[Emily Sundberg]

Right.

[Jill Wiesenthal]

So I'll buy into crypto, or I'll make a ridiculous options trade or something like that and hope that I just get lucky and save myself.

[Emily Sundberg]

Yeah, I think like something with crypto there's this online sort of sportsmanship and camaraderie around it as well. So there's like this fun competition and making the money and it's all very public as well to me. Like you're seeing how much your peers are making and winning and you're almost like seeing how much they're taking home each week, which is stressful.

[Tracy Alloway]

How much of the nobody is coming to save you mentality is like AI dread. Like jobs as we know them might not exist.

[Emily Sundberg]

I think a lot of it. Yeah.

[Tracy Alloway]

Say more.

[Emily Sundberg]

I mean, back to this idea that say you graduated from college last week on 100 degree day and you don't have a job lined up yet. Or maybe you do have a job lined up and you're entering a very flat company where there's not like a clear ladder for you to climb. And not only is your timeline there, it probably feels somewhat flat. But the end is like whether you're a copywriter or if you're working in finance, there's like the end of it might be a replacement with mass layoffs and AI coming in to take that job.

[Jill Wiesenthal]

I'm going to ask a completely self interested question, but does Gen Z truly hate the millennial generation? Is that a real thing?

[Emily Sundberg]

I'm not Gen Z. So like I'm not like the speaker of the generation. I'm I guess, maybe how. I'm 30. So yeah, that's like Cusp, right? But I never identified as Gen Z. I definitely identify more with millennials. I don't think they truly hate millennials. I don't think that's the case. I think that there's like a lot of parts about there's like this tweeness to millennials that is cringy. But that's fair.

[Tracy Alloway]

I agree. Yeah, I'm really actually, I've actually been thinking about this phenomenon of really flat companies for a while. So I thought it was really interesting that you said that because it really feels like. And we actually did an episode recently with the economist Ricardo Haussman where he sort of talked about companies. Their structure is just, they have a lot of different people who are like the talent, but it doesn't feel like they're just sort of normal jobs at a lot of companies for people who are just sort of normal to get.

[Emily Sundberg]

Yeah, I worked at Meta for a few years and there were like these Roman numerals next to your position and you knew how much everybody at the company was making if they were like a three or a five. And when you moved from a four to a five, it was like $20,000 more a year. Like not life changing. Like maybe you're taking an extra few Ubers like a year or something like that. And it felt very flat, like. And it's also hard to look at somebody who you're working with who's two levels higher than you and necessarily especially like you're not going to stay an extra two hours at night. It's not inspiring.

[Jill Wiesenthal]

So just going back to Mamdani. So one of the theories about why he's kind of resonating with the younger crowd nowadays is this idea that, okay, they don't really have a stake in capitalism necessarily. Like they don't feel like they're being rewarded by the capitalist system and so they're voting for change. Is that something you kind of observe in your day to day interactions?

[Emily Sundberg]

Well, I work alone, so I'm not like observing many Interactions from people. But, like, online, I think the people who gravitated towards him the strongest felt more of religious, like, hope. Like, it was like this idea of hope and something different. And it was like a salve after such a rough beginning of the year with, like, Trump coming into the White House. But, yeah, I don't. I think it was. It felt more emotional and almost religious to me than, like, at least from, like, what I've been observing and. And why people attach themselves to that message so strongly.

[Tracy Alloway]

What about. We were talking about, okay, you have this desire to get the bag, make a bunch of money and like, a lottery ticket, metaphorically, with crypto or whatever. How does this mentality. How would you say it changes consumption patterns and, like, the impulse to just, like, save or, like, how does it affect what people buy?

[Emily Sundberg]

That's a good question. I was talking to a friend the other day who said that she was at her younger sister's graduation on the west coast and all of the young women were wearing Gucci sandals, like, all of them at this school. It was in the Bay area, and she's 10 years older than her sister. And she was like, this is not something that I witnessed. And it's not like everyone there is loaded to afford this, like, specific sandal. And I know that a lot of you might have read that story in New York magazine a few weeks ago about the West Village and this sort of homogenous looking young person in New York City. And I'm realizing that that's kind of a phenomenon across the whole country. It's like everyone is wearing the same, buying the same, like, fitting into this and millennials back to that. It's like everybody wanted to do their own thing and listen to their own music and have their own style and have their own Tumblr, whatever. Like, it was annoying. It was annoying, but it created, like, diversity of opinions and the ability to have small shows that sold out and stuff and small brands that existed and small stores that existed. And I haven't fully baked out the thought, but I started realizing it like, a week ago. The West Village thing has quickly turned into if you live in a flyover state or you live in the West Village, you might be wearing the same exact outfit and be just as obsessed with the Matcha thing, whatever. So that's definitely part of the consumption conversation. It's like you're checking off boxes of, like, small things that you're buying, whether it's at Starbucks or Gucci, to like, kind of form this perfect life of what it means to be a 25 year old and like, okay, now I'm happy. I figured that out. Something else that I've been reading a lot about. I have some young readers and I do a lot of surveys in my newsletter, which is awesome that my readers are even willing to spend like 15 minutes on that, because I wouldn't. There's a real sentiment of like, the world is burning, so why shouldn't we enjoy the things that we can? And I don't know what the savings accounts of these people look like or the credit card bills look like, but I know that a lot of these people are spending money that they do not have because I understand that the jobs that usually facilitate that are a lot. They're paying a lot more than what these young people are making.

[Jill Wiesenthal]

And I imagine there's a sense that I'm never gonna make enough to buy a house or something like that. Sure.

[Emily Sundberg]

And then there's like the whole buy now, pay later conversation, which you can buy now, pay later. You're seamless. Like, that's crazy. Yeah. So I think it's like you make the money, you spend the money. And they're probably not even thinking about, what about my kids? Because that's. The dating apps don't even work. So I don't know where the kids come in now.

[Jill Wiesenthal]

This is bleak.

[Tracy Alloway]

Yeah. This bleak? Actually, no, but this, I'm enjoying this. So I lived for many years of my life in Illinois. My dad was a physics professor at a very small college. And it always strikes me like that he was totally fine moving to a fairly small, large town in Illinois. When you said flyover states, is there this aspiration that like, you have to get to one of the big cities that like, you have to get to like New York or LA or San Francisco?

[Emily Sundberg]

I think as much as I don't think that's like a new thing. I think it's like, we'll get to the West Village. Like, I don't think that everybody. There's like a new grind to do that. I think that there's just as many young people in New York living with four roommates in a one bedroom with like weird Home Depot walls everywhere as there were when I was young where they're working. I mean, the three of us are all like in the creator economy. I'm sure that there's a whole micro group of young people doing the same, trying to do the same thing.

[Tracy Alloway]

We are in the creator economy.

[Jill Wiesenthal]

Just on the.

[Emily Sundberg]

Hey, there's a mic in front of you every day.

[Tracy Alloway]

What else Are we doing? We're creating.

[Jill Wiesenthal]

Yeah. Did I disagree? No. Okay.

[Tracy Alloway]

We're creators.

[Jill Wiesenthal]

Just on the West Village girl thing and the idea of homogeneity among fashion and consumerism. What do you think is driving that? Is that, like, a lack of community or. I don't know.

[Emily Sundberg]

Like, that was one of the most shocking parts of the story to me. Like, I feel so silly. If there was one person in this room with the same exact outfit as me, I'd be like, wait a second. What happened? Like, I thought I was putting something together. Two white pieces of clothing. But it is. It's really weird. Like, I don't know if you've ever been in one of those workout classes, but it's like, they all have the set. I'm not sure what it is. I have to do some research because it's an extreme comfort with having an identical life. And I think part of it is probably, like, the Amazon storefront, and they're all following the same influencer who's promoting the same product. And everybody buys it immediately. There's this piece of clothing. I guess it was a dress from Tory Burch a few weeks ago. And I posted it because I saw, like, five people at different weddings on the same weekend wearing it. And it's a very distinct, like, hot pink dress with mirrors all over it. And I said, this is gonna be the wedding guest dress of the summer. Like, this is gonna be everywhere. And it's so sold out the next day. People were not like, then I'm not gonna buy it. Everyone bought it. Everybody clicked the link and then bought it. There's this, I think when you're all following the same people and the same brands and having the same excitement about the time people follow, what time clothing drops come out at these brands, too, what time the sites get updated. There's a lot more likelihood that you're all gonna buy the same thing.

[Tracy Alloway]

Yeah, that's really weird. You'd think, okay, people wanna be distinct. But I remember my wife and I went out to a comedy show a couple months ago, and. And everybody was dressed the same, and both of us were, like, sort of flabbergasted.

[Emily Sundberg]

Like, what was the same?

[Tracy Alloway]

It was just, like, sort of black. Like a sort of black shirt. I mean, you know, it's New York, so people have always worn all black. But it was really weird. There was no color in anyone's clothes in the entire audience that night. And it was very strange. How much do those Gucci sandals cost?

[Emily Sundberg]

800. I don't know, man. I Don't wear. I don't know. Okay, but, like, a lot of money for a pair of shoes and then for everyone to feel comfort. I mean, we see it all the time with bags and stuff. But it is sort of funny when it's an entire wardrobe.

[Tracy Alloway]

Yeah.

[Emily Sundberg]

But I think.

[Jill Wiesenthal]

Can you talk about the Birkin?

[Emily Sundberg]

What? What part? I don't know.

[Jill Wiesenthal]

Just talk about it.

[Emily Sundberg]

Do people still buy Birkins, like, as an investment? I don't know. Bethany Frankel said she. She's made, like, a ton of money on flipping her Birkins, but God.

[Tracy Alloway]

Flipped.

[Emily Sundberg]

Crazy. Yeah, she's a flipper. She did. She's bought some new houses, too.

[Tracy Alloway]

One of the things that I always like reading in your newsletter is, like, you're always talking about new brands that are launching new restaurants, etc. There's been. We've talked about volatility in the market, all this uncertainty due to trade and whatever else. Do you feel any slowdown at all in sort of new entrepreneurial endeavors on account of all this uncertainty that's going on, or is it just, like, people just powering through it?

[Emily Sundberg]

A slowdown of new economic endeavors, like, from young people?

[Tracy Alloway]

Yeah. Or just like, new. Like, new business launches? Has that slowed down at all, in your view, with all the economic question marks?

[Emily Sundberg]

No, I think people are doing it differently, though. I don't think people are as excited to take on, like, venture capital, and they're more likely to, like, bootstrap or attach themselves to a friend and, like, try something and have it fail and sort of quietly brush it aside and be like, I didn't start that weird vodka company. That it's like, I don't do that anymore. You know, where I think, like, I can speak to the girl boss very well. Like, the girl boss of when I was coming up in my 20s was, like, taking these huge checks from whatever forerunner, general Catalyst or whatever. I never really thought about the implications. And then I think young people have sort of learned what that means at the end, which means people are gonna want some return. And often they don't get it.

[Jill Wiesenthal]

So I know you were talking in your newsletter. I think it was just this week about another article in New York Mag, which was about the Hamptons and the sort of, like, existential stress, I guess, that rich people in the Hamptons feel about their lifestyle and they feel competitive with one another. And I think you said that people were kind of, like, batting that away and saying, that's not so much of a thing. But then on the other hand, you also wrote about weddings and how much everyone is spending on weddings nowadays, how expensive it is to be a guest. I guess my question is, like, what pockets of the culture, whether it's New York or beyond, are. Are the most consumerist or wealth obsessed.

[Emily Sundberg]

For you right now?

[Tracy Alloway]

Women.

[Emily Sundberg]

The thing is, it's all happening. All the cameras are always on. So, like, let's take weddings, for example. Hamptons are a different story. It's like a different economy. There's so many different facets going on there with the weddings. It's like, it used to be about the bride, and now it's about every individual at the wedding and the photo that they're getting and where the photo's gonna end up after. I'm speaking from, like, the point of view of a New York woman who's like, I don't know if this is the case for everyone, but something else that I identified this morning with my husband that I think is that I think that the definition of friend who qualifies for wedding is sort of, like, expanding as well. So there's this weird gift culture going on where if I invite you, then I have to invite you, and I'm expecting that you're gonna invite me to yours. And I also think that there's something happening with, like, DMs and group texts where people are getting closer, faster. And, like, that also affects the wedding guests lists.

[Tracy Alloway]

Yeah, this resonates. Someone in one, I think someone in a group chat recently. Now they're getting married. And I was like, what the heck? Why didn't I get an invite? We're in a group chat together. So I could see, like, that stress total.

[Emily Sundberg]

I was talking to somebody before my wedding, which was two months ago, about my wedding, and they were like, so, am I invited? And I was like, no, I'm just telling you something about my life right now. But there's also an etiquette epidemic.

[Tracy Alloway]

Wait, what does that mean? What does that mean, an etiquette epidemic?

[Emily Sundberg]

Like, people not holding the door for you, People posting photos of your wedding before you do, like, things like that.

[Tracy Alloway]

I think we're out of time. That was so good. That was really. I love your newsletter. I love finally getting a chance to chat. And I think we, at some point, we should do another, longer episode just on, like, the group chat account. There are so many facets. Thank you so much, Emily.

[Jill Wiesenthal]

Thank you. This has been another episode of the Odd Lots podcast. I'm Tracy Alloway. You can follow me at Tracy Alloway.

[Tracy Alloway]

And I'm Jill Wiesenthal. You can follow me at the Stalwart Follow our producers Carmen Rodriguez at CarmenArman, Dashiell Bennett at Dashbot, and Kell Brooks at Kale Brooks. For more Odd Lots content, go to bloomberg.com oddlots where we have a daily newsletter and all of our episodes and you can chat about these topics 24. 7 in our Discord, Discord, GG Oddlots.

[Jill Wiesenthal]

And if you enjoy Odd Lots, if you like it when we do these live recordings, then please leave us a positive review on your favorite podcast platform. Thanks.

[Emily Sundberg]

SA.

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