Shaming Millennials for being basic, Gen Z made individuality and off-beat aesthetics their battle cry. Now older and set in their ways, Millennials lean into this basic-dom happily. Note comedy podcast and YouTube show The Toast proudly sticking to its Millennial aesthetic roots with classic pale pink and banana leaf wallpaper, plus tentacle brands like canned Aperol Spritzand a book club. In fashion, interest in classics and familiar comforts boosts the appeal of straight-down-the-fairway brands like J.Crew and Abercrombie—think: Taylor Swift’s average-as-best style as aspiration.

Despite technically earning higher incomes than previous generations, Millennials are struggling to afford necessities like housing due to the rising cost of living and imprudent lifestyle choices. Disruptor brands like Quince and Blackbird are catering to the have-your-cake-and-eat-it-too mentality. Quince delivers at-cost fashion from name-brand factories, while Blackbirdallows users to earn airline-like points, status, and perks for dining out at buzzy restaurants.

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