Creative Maximalism and Gen Z: What Businesses Need to Know from YouTube’s Latest Trends Report

This month, YouTube released its Culture and Trends Report,  providing an eye-opening look at how Gen Z is shaping what content looks like online. If you’re just starting out on building your brand or simply trying to enhance your digital presence, this is more than a quick read; it’s a reminder the next generation of consumers is setting the rules for how digital storytelling works.

Gen Z isn’t just scrolling to watch videos. They’re building on them, remixing them, and turning one creator’s idea into a viral community project. According to the report, 66% of 14–24-year-olds believe their age group shapes online conversations, compared to less than half of adults 25–49 who say the same. We’re also seeing that play out in daily habits. Deloitte’s 2025 Digital Media Trends report found Gen Z spends 54% more time with social and user-generated content than the average consumer, while spending 26% less time on TV and movies.

YouTube named this new trend “Creative Maximalism,” consisting of layered edits, memes stacked on memes, chaotic humor, and collaborative storylines. It looks incredibly messy at first glance, but on a deeper level it’s working because of one main factor: storytelling.

For example, if you’ve talked to someone in this age group recently, they may have mentioned something called Skibidi Toilet, a completely absurd online video series. Yes, on the surface it’s truly bizarre. But with a closer look, there’s a clear good-vs-evil arc, gaming tropes, and an unfolding battle that keeps viewers hooked. This content structure is inspiring people to speculate, remix, and contribute, turning a weird, goofy video into an entire fandom.

That’s the takeaway businesses should pay attention to. You don’t win by copying the chaos. To be successful, it’s crucial for you to share stories consumers want to follow, ones that spark an emotional response and encourage participation.

It’s easy to say this trend is “for kids,” but major players like the NFL and Nutter Butter are already leaning into it. This format isn’t niche anymore; it’s shaping consumer expectations for how content should feel: playful, participatory, and layered.

No, your brand doesn’t need to start making surreal, maximalist videos. But you should think about how you can:

• Make your content memorable through effective storytelling.
• Invite consumer participation so your audience feels included.
• Experiment with trending styles while staying true to your brand.

Viral trends will always come and go, but storytelling is an art form that will never go out of style. A good narrative draws users in, builds your audience, and keeps these people coming back for more. This younger generation just happens to be showing us what that looks like in 2025, and they’re doing it at scale.

If Gen Z is part of your audience now (or will be in a few years), these media shifts are worth noting. Their version of storytelling is reshaping digital culture, and brands of all sizes that learn to connect through it will be the ones that stand out.

Are you ready to make content that resonates long after the scroll? Call, DM, or email us at sbellem@brookstone.com to get started. Our talented team is here to help you turn cultural shifts into strategies that actually make sense for your business.