“When you’re young, you get sad,” as the old song goes. For Gen Z, this is particularly true in the summer, according to Spotify, which is launching a campaign all about the generation’s more sorrowful side.
So much of Spotify’s advertising is rooted in data, and this is no different. The streaming platform discovered the No. 1 search term globally for its listeners 18-24 is the word “sad.” Those same listeners stream “sad” playlists in summer more than any other generation, including “Sad Bops,” “sad hour” and “sad girl starter pack.”