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Why Gen Z Is Making Newsletters Cool Again

  • oslezovic
  • Sep 19
  • 2 min read
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For years, email newsletters were seen as something your boss used to send or brands spammed you with. But in 2025, Gen Z is bringing them back. This time as intentional, authentic spaces to follow creators and stay connected without the chaos of social media feeds.


The biggest reason? Control. Social platforms run on algorithms that decide what you see and when. With newsletters, Gen Z gets a direct, algorithm-free connection. They know that if they subscribe, they’ll get updates in their inbox—no shadow bans, no pay-to-play visibility, no disappearing content.


Newsletters also create a sense of ownership and stability. Followers can subscribe, unsubscribe, or read at their own pace. Unlike TikTok or Instagram, where endless scrolling leads to burnout, newsletters offer something finite and digestible. That sense of completion makes them refreshing in a world of never-ending feeds.


Storytelling is another part of the appeal. Gen Z loves creators who share real stories and curated insights, and newsletters are the perfect format for that. Long-form writing feels intimate compared to a 30-second TikTok. It’s a chance for creators to slow down, dig deeper, and deliver more than just surface-level entertainment. Platforms like Substack and Beehiiv are fueling this renaissance, giving creators tools to grow their audiences outside of volatile social channels.


Mental health plays a role too. Gen Z has grown wary of social media’s constant negativity and comparison traps. Many practice social detoxes, but email remains a staple of daily life. In fact, 58% of Gen Z check email multiple times a day, and 65% say it’s their preferred channel for interacting with brands.


That’s why brands and influencers alike are investing in newsletters. They’re not just marketing tools anymore; they’re becoming community hubs, places where authenticity and connection come first.


In short: newsletters are no longer old-school. For Gen Z, they’re the antidote to algorithm fatigue and the most “cool” way to stay close to the voices they care about.


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