Luxury: Forget stealth wealth and quiet luxury—now Gen Z nepo babies are bragging about their generational wealth on TikTok

Why it is the topic trending:

• A new trend has emerged on TikTok called "Holy Airball" where Gen Z "nepo babies" are openly showcasing their generational wealth and the accomplishments of their wealthy families, moving away from the concepts of stealth wealth and quiet luxury.

• The trend involves individuals, often the children of celebrities, successful executives, and founders, sharing a statement that is a misconception about their background followed by slides revealing the often impressive and wealthy reality of their family's profession or achievements.

• The popularity of the trend is highlighted by examples such as Reese Witherspoon's daughter's video gaining over 2 million views, and other offspring of well-known figures like Martin Scorsese and Akon participating, alongside children of business moguls.

• This public display of wealth and family connections by Gen Z individuals, especially on a platform like TikTok, is a departure from previous norms and has sparked conversation and attention online and in media.

• The trend also touches upon broader societal discussions about wealth inequality, privilege, and the concept of inheritance, further contributing to its newsworthiness.

Overview:

The article discusses a new trend on TikTok called "Holy Airball" where Gen Z individuals who are "nepo babies" (children of famous or wealthy people) are openly flaunting their family's wealth and accomplishments. This trend signifies a shift away from the more traditional notions of "stealth wealth" and "quiet luxury." The videos typically follow a format where the creator shares a modest or misleading statement about their background, followed by a reveal of their family's significant wealth or achievements, often using the basketball term "holy airball" to emphasize the disparity between the initial misconception and the reality. The article provides examples of celebrities' children, like Reese Witherspoon's daughter, and the offspring of business executives participating in the trend. It also touches on a related counter-narrative about many ultra-wealthy retirees planning to "die with zero" and not leave inheritances to their children, adding another layer to the discussion around generational wealth and expectations for Gen Z.

Detailed Findings:

• "Holy Airball" TikTok Trend: This is the central phenomenon where Gen Z individuals, often with famous or wealthy parents, are bragging about their generational wealth and family professions on TikTok.

• Shift Away from Stealth Wealth: The trend marks a departure from the previous cultural emphasis on discretion and downplaying of wealth, especially among younger generations.

• Formulaic Video Structure: The TikTok videos typically involve an initial understated statement, a common misconception about the creator's background, and subsequent slides revealing the impressive truth about their family's wealth or status.

• Celebrity Children Participation: The article highlights examples of celebrities' children, such as Ava Phillippe (daughter of Reese Witherspoon), joining the trend and showcasing their famous parents' careers.

• Participation of Children of Executives and Founders: The trend extends beyond celebrity offspring to include children of successful business executives and founders, showcasing their parents' corporate achievements.

• Questionable Claims of Some "Heirs": The article notes that some TikTok accounts claiming lineage to famous brands like Buc-ee's, Marriott, and Folgers might not be legitimately connected to the original founders, suggesting a potential for inauthenticity or humor.

• Counter-Narrative of "Die With Zero": The article introduces the idea that many ultra-wealthy retirees, including celebrities like Sting and Gordon Ramsay, and Laurene Powell Jobs (widow of Steve Jobs), are planning to spend their wealth during their lifetime rather than leaving substantial inheritances.

• Boomer Inheritance Plans: Research indicates that a significant portion of baby boomers are explicitly planning not to leave a significant inheritance to their children, with funeral instructions being more likely to be passed down than substantial assets.

• Gen Z's Inheritance Expectations: Despite the "Holy Airball" trend, the article points out that Gen Z's expectation of an $84 trillion wealth transfer might not fully materialize due to the "die with zero" movement.

Key success factors of product (trend):

• Relatability (for some): While showcasing wealth, the initial unassuming statements in the videos can be relatable to a broader audience before the wealth reveal.

• Shock Value and Entertainment: The stark contrast between the misconception and the reality provides entertainment and shock value, making the content engaging.

• Participation of Well-Known Individuals: The involvement of children of celebrities and known figures amplifies the trend's visibility and reach.

• Use of Humor and Self-Awareness: Many participants seem to employ a tone of lightheartedness or self-awareness, which can make the bragging more palatable.

• Platform Fit: The short, visual, and often trend-driven nature of TikTok makes it an ideal platform for this type of content to gain traction.

Key Takeaway:

Gen Z "nepo babies" are publicly embracing and showcasing their generational wealth on TikTok through the "Holy Airball" trend, signaling a potential shift in cultural attitudes towards openly discussing and even boasting about family privilege, while simultaneously, a counter-movement among the ultra-wealthy to "die with zero" could impact future inheritance expectations for this generation.

Main Trend:

The main trend is the open and sometimes boastful display of generational wealth and privilege by Gen Z individuals, particularly those with famous or wealthy families, on social media platforms like TikTok.

Description of the trend (please name it):

The Brash Inheritance Display: This trend involves a visible and often attention-grabbing demonstration of wealth and family connections by Gen Z individuals online. Moving away from the more subtle approaches of previous generations, this trend sees the children of the wealthy and well-known openly acknowledging and even highlighting their privileged backgrounds, often in a way that emphasizes the contrast between a perceived "normal" life and their actual affluent reality. This is particularly evident in the "Holy Airball" format on TikTok, where the reveal of wealth or status is presented as a surprising and almost comical "miss" of expectations.

What is consumer motivation:

• Seeking Validation and Recognition: By showcasing their privileged backgrounds, these individuals might be seeking validation and recognition, albeit potentially controversial, on social media platforms.

• Embracing Authenticity (in their context): Perhaps there's a motivation to be more authentic about their reality, even if that reality involves significant wealth and privilege, rather than trying to downplay it.

• Participating in a Viral Trend: The desire to participate in a trending online phenomenon for social engagement, views, and followers is a strong motivator on platforms like TikTok.

• Creating Entertaining Content: The format of the "Holy Airball" trend is inherently designed to be entertaining by creating a humorous juxtaposition between expectation and reality.

• Potentially Challenging Social Norms: Some participants might be intentionally or unintentionally challenging traditional social norms around discussing wealth publicly, especially among younger generations.

What is driving trend:

• Influence of Social Media Culture: Platforms like TikTok encourage sharing personal stories and participating in trends, creating an environment where such displays of wealth can gain visibility.

• Shifting Cultural Attitudes Towards Wealth: There might be a subtle shift in younger generations' attitudes towards discussing wealth, potentially becoming more open or less concerned about appearing ostentatious compared to previous generations.

• Celebrity and Influencer Behavior: The often-public lifestyles of celebrities and influencers might normalize or even encourage a more open display of affluence among their children.

• Desire for Online Fame and Recognition: The pursuit of online fame and recognition can motivate individuals to create content that is likely to garner attention, and highlighting privilege can be one way to achieve that.

• The "Holy Airball" Format's Appeal: The specific format of the trend, with its element of surprise and humor, makes it easily digestible and shareable on TikTok.

What is motivation beyond the trend:

• Sense of Entitlement or Pride: Some participants might genuinely feel a sense of entitlement or pride in their family's achievements and wealth and want to share that.

• Lack of Awareness of Privilege: It's possible that some individuals might not fully grasp how their privileged background differs from the experiences of the majority, leading to what might be perceived as tone-deaf content.

• Creating a Personal Brand: For some, these displays could be part of a broader strategy to build a personal brand or online persona centered around their unique background.

• Reaction Against "Hustle Culture": Perhaps, in contrast to the "hustle culture" narrative, some are highlighting that their success or opportunities are partly due to their family's legacy.

• Simply Sharing Their Reality: For some, it might be as simple as sharing aspects of their lives that are significant to them, and their family's wealth is a significant part of that reality.

Description of consumers article is referring to:

The article primarily refers to Gen Z individuals who are the children of wealthy, famous, or successful parents, often labeled as "nepo babies."

• Who are they? These are young people, typically in their teens and twenties (Gen Z age range), who have grown up with significant financial advantages and often have direct connections to influential figures in industries like entertainment, business, and technology.

• What kind of products they like? The article doesn't explicitly detail their product preferences, but it can be inferred that they likely have access to and consume luxury goods, designer fashion, high-end travel, and other products and experiences associated with wealth. Their preferences are likely influenced by social media trends and the lifestyles of other affluent individuals.

• What is their age? The article mentions Reese Witherspoon's daughter Ava who is 25, placing her squarely within the Gen Z demographic (born roughly between the mid-1990s and mid-2010s). The trend is identified as a "Gen Z" trend, so the participants are likely within this broad age range.

• What is their gender? The article mentions both male and female participants (e.g., Reese Witherspoon's daughter, Martin Scorsese's child, Akon's child), suggesting the trend is not specific to one gender.

• What is their income? These individuals likely have significant financial resources, either directly or through their families. Their personal income might vary, but they have a strong financial safety net and access to wealth.

• What is their lifestyle? Their lifestyle is characterized by privilege, access to opportunities, and often a certain level of public visibility due to their parents' status. They likely have experiences and exposure that are not typical for most of their generation.

• What are their category article is referring shopping preferences? In the context of the "Holy Airball" trend, their "shopping preference" is to share aspects of their wealthy background and family's achievements on social media, specifically TikTok. Their general shopping preferences would likely align with luxury consumption, convenience, and potentially trend-driven items.

• Are they low, occasional or frequent category shoppers? In terms of showcasing their wealth online, they are engaging in this behavior as part of a specific trend, so it might be episodic rather than constant. However, their consumption of luxury goods and experiences is likely to be more frequent.

• What are their general shopping preferences - how they shop products, shopping motivations? They likely have a variety of shopping habits, possibly including personal shoppers, online luxury retail, and exclusive boutiques. Their shopping motivations might include self-expression, status signaling, and access to unique or high-quality items.

The article also implicitly refers to the general TikTok user base who are consuming and reacting to this content, as well as the broader audience who might be reading about this trend in news outlets.

Conclusions:

The "Holy Airball" trend on TikTok represents a notable shift in how some Gen Z individuals with privileged backgrounds are choosing to present themselves online. Instead of downplaying their wealth or connections, they are openly acknowledging and even celebrating them, often in a way that highlights the contrast with more typical experiences. While this trend can be seen as a form of entertainment or perhaps an attempt at authenticity, it also sparks broader discussions about wealth, privilege, and the differing realities experienced by various segments of Gen Z. Furthermore, the counter-narrative of the "die with zero" movement adds complexity to the expectations surrounding generational wealth transfer within this generation.

Implications for brands:

• Understanding Shifting Attitudes Towards Wealth: Brands, especially luxury brands, need to be aware of these evolving attitudes towards discussing and displaying wealth among younger consumers.

• Potential for Authenticity in Marketing: If done correctly, acknowledging the backgrounds and connections of individuals could be a form of authentic storytelling, but it needs to be approached with sensitivity and awareness of broader social contexts.

• Navigating Perceptions of Privilege: Brands should be cautious about potentially alienating audiences who may not relate to or may be critical of overt displays of wealth.

• The Rise of Influencer Marketing with a Different Angle: This trend could signal a new type of influencer marketing where individuals leverage their family's name or wealth as part of their brand.

• Opportunity for Brands to Engage with the "Die With Zero" Mentality: Brands might explore marketing strategies that resonate with individuals who prioritize experiences and spending during their lifetime over leaving a large inheritance.

Implication for society:

• Increased Visibility of Wealth Inequality: The trend can make the topic of wealth inequality more visible and spark conversations about privilege and access to opportunities.

• Potential for Social Commentary and Critique: The trend is likely to be met with a range of reactions, including criticism and social commentary on the disparities in wealth and privilege.

• Shifting Cultural Norms Around Wealth Display: The open boasting of wealth on platforms like TikTok could contribute to a gradual shift in societal norms around discussing and displaying affluence.

• Impact on Aspirations and Perceptions of Success: The trend might influence how younger generations perceive success and the paths to achieving it.

• Further Blurring of Lines Between Public and Private: The willingness to share such personal information online contributes to the ongoing blurring of lines between public and private life.

Implications for consumers:

• Increased Exposure to Displays of Wealth: General social media users will likely encounter more content showcasing significant wealth and privilege.

• Potential for Comparison and Feelings of Inadequacy: For some viewers, this trend could lead to social comparison and feelings of inadequacy regarding their own financial situations.

• Opportunity for Entertainment and Observing Different Lifestyles: Others might view the trend as simply entertaining content that offers a glimpse into lifestyles different from their own.

• Greater Awareness of Inheritance Issues: The counter-narrative of "die with zero" might prompt more discussion and awareness about inheritance and wealth transfer among younger generations.

• Critical Consumption of Online Content: The trend highlights the need for critical thinking when consuming content on social media, especially regarding claims of wealth or affiliation.

Implication for Future:

• Continued Evolution of Online Persona: The way individuals present themselves online will likely continue to evolve, with new trends emerging that reflect changing social attitudes towards various topics, including wealth.

• Potential for "Stealth Wealth" to Re-emerge: There might be a backlash against the overt displays of wealth, leading to a resurgence of more discreet ways of living among the affluent.

• Increased Scrutiny of Inherited Wealth and Privilege: There could be greater societal scrutiny and discussion around the role of inherited wealth and privilege in shaping opportunities and outcomes.

• More Niche Online Communities Based on Wealth: Platforms might see the development of more niche online communities where individuals of similar financial backgrounds share experiences.

• Impact on Financial Planning and Wealth Management: The "die with zero" movement could influence financial planning and wealth management strategies for some high-net-worth individuals.

Consumer Trend (name, detailed description):

The Overt Display of Affluence Online: This trend involves individuals, particularly from younger generations with wealthy backgrounds, openly showcasing their affluence and privileged lifestyles on social media platforms. This contrasts with previous norms of discretion and signals a potential shift in how wealth is perceived and discussed publicly.

Consumer Sub Trend (name, detailed description):

"Holy Airball" Humor: A specific format within the broader trend, characterized by individuals on TikTok presenting a modest or misleading statement about their background, followed by a humorous reveal highlighting their family's significant wealth or status, using the basketball term "holy airball" to emphasize the unexpected contrast.

Big Social Trend (name, detailed description):

Transparency and Authenticity in Online Identity: While complex and multifaceted, there's a broader social trend towards individuals wanting to present more authentic versions of themselves online. For some from privileged backgrounds, this might include openly acknowledging their wealth rather than trying to hide it, albeit with varying degrees of self-awareness.

Worldwide Social Trend (name, detailed description):

The topic of wealth inequality and the lives of the affluent is a subject of global interest and discussion. While the specifics of online trends may vary by region, the underlying themes of wealth, privilege, and how they are presented publicly resonate across many societies.

Social Drive (name, detailed description):

The Desire for Social Recognition and Status: A fundamental social drive for individuals to seek recognition and status within their social circles and broader communities. For those from wealthy backgrounds, openly displaying their affluence online can be a way to achieve this, albeit potentially in a controversial manner.

Learnings for brands to use in 2025 (bullets, detailed description):

• Monitor Evolving Social Norms Around Wealth: Brands should stay attuned to how younger generations are discussing and portraying wealth online to inform their marketing and communication strategies.

• Consider the Nuances of Authenticity: If leveraging individuals with affluent backgrounds, ensure the approach feels authentic and avoids being perceived as tone-deaf or insensitive to broader economic realities.

• Recognize the Diversity of Gen Z: Understand that Gen Z is not a monolithic group, and attitudes towards wealth and its display will vary significantly within this demographic.

• Focus on Values Beyond Materialism: While acknowledging wealth might be part of someone's story, brands should also focus on values like purpose, impact, and experiences that resonate with a wider audience.

• Be Prepared for Social Commentary: Content that openly discusses or displays wealth, especially privilege, is likely to attract a range of reactions, including both positive engagement and criticism.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Engage with Influencers Who Emphasize Values and Experiences: Rather than solely focusing on those who flaunt wealth, consider partnering with influencers who highlight meaningful experiences and values that align with a broader audience.

• Promote Inclusivity and Accessibility: Ensure that marketing campaigns and product offerings are inclusive and accessible to a diverse range of consumers, avoiding messaging that might alienate those who do not come from privileged backgrounds.

• Focus on Storytelling That Resonates Beyond Wealth: If featuring individuals with affluent backgrounds, focus on their personal stories, achievements, and values rather than just their wealth.

• Be Mindful of Social Sentiment: Continuously monitor social media and public discourse around wealth and privilege to ensure brand messaging is sensitive and appropriate.

• Consider Cause-Related Marketing: Aligning with social causes and highlighting philanthropic efforts can be a way for brands and individuals from affluent backgrounds to engage in a more positive and socially responsible manner.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

The main trend is the unapologetic and public display of generational wealth by some Gen Z individuals online, and in 2025, brands and companies should carefully navigate this evolving landscape by understanding the nuances of authenticity and privilege, focusing on values beyond materialism, and remaining sensitive to broader social sentiments to effectively engage with this generation and avoid alienating other consumer segments.

Final Note:

• Core Trend: Overt Online Display of Generational Wealth: The public showcasing of affluence and family privilege by younger individuals on social media.

• Core Strategy: Navigate Authenticity and Sensitivity: Brands should cautiously approach marketing that involves displays of wealth, focusing on genuine stories and avoiding insensitivity.

• Core Industry Trend: Evolving Social Media Influencer Landscape: The rise of "nepo baby" influencers adds a new dimension to the influencer marketing landscape.

• Core Consumer Motivation: Seeking Recognition and Validation Through Sharing Their Reality: Individuals are motivated to share their backgrounds online for various reasons, including a desire for recognition and to be authentic (within their context).

Final Conclusion:

The emergence of the "Holy Airball" trend on TikTok signifies a potential shift in how younger generations from wealthy backgrounds perceive and present their privilege online. While this trend provides a glimpse into the lives of the affluent and can spark conversations about wealth inequality, it also presents challenges and opportunities for brands seeking to engage with this demographic. The key for brands will be to navigate this trend with sensitivity, authenticity, and a broader understanding of the diverse values and perspectives within Gen Z and the wider consumer landscape.

Core Trend Detailed:

The core trend of the "Overt Online Display of Generational Wealth" is characterized by a visible and often pronounced presentation of affluence, familial connections, and the resulting advantages by individuals from younger generations on social media platforms, particularly those who have inherited or have access to significant wealth or status through their families. This trend marks a potential departure from previous generations' tendencies towards more understated displays of wealth or even an attempt to downplay privilege. Instead, there is an increasing willingness, and in some cases, a perceived sense of entitlement, to openly acknowledge and even celebrate the benefits derived from their family's success. This is often done through showcasing luxurious lifestyles, highlighting connections to influential figures, or, as seen in the "Holy Airball" trend, directly contrasting perceived modest assumptions with the reality of their privileged circumstances. This shift reflects a complex interplay of social media culture, evolving attitudes towards wealth, and the desire to present an authentic (albeit privileged) online persona.

Key Characteristics of the Core trend:

• Public Acknowledgement of Wealth and Privilege: Individuals openly discuss or showcase their family's affluence, status, or connections online.

• Use of Social Media for Display: Platforms like TikTok and Instagram serve as primary channels for these displays, leveraging visual content to communicate wealth and lifestyle.

• Contrast with Perceived Norms: Often, the content highlights the difference between the individual's privileged reality and what might be considered a more typical experience for their generation.

• Varying Degrees of Self-Awareness: Participants exhibit a range of self-awareness regarding their privilege, with some using humor and others appearing less conscious of their advantages.

• Potential for Both Admiration and Criticism: These displays can elicit a mix of reactions from online audiences, ranging from admiration and aspiration to criticism and resentment.

Market and Cultural Signals Supporting the Trend (bullets):

• Increased Visibility of Ultra-Wealthy Lifestyles: Social media provides unprecedented access to the lifestyles of the ultra-wealthy, potentially normalizing or influencing younger generations.

• Rise of "Lifestyle" Influencers: The popularity of influencers who showcase luxurious lifestyles and consumption patterns may contribute to a culture where such displays are seen as aspirational.

• Shifting Attitudes Towards Discussing Wealth: There might be a generational shift towards more openness about financial status, although this remains a complex and potentially divisive topic.

• The "Creator Economy" and Pursuit of Online Attention: The desire for views, likes, and followers on social media can incentivize content that is attention-grabbing, including displays of wealth.

• Media Coverage of "Nepo Babies": Increased media attention on the concept of "nepo babies" might encourage some individuals to lean into this narrative or engage with it online.

How the Trend Is Changing Consumer Behavior:

• Potentially Influencing Aspirations: Exposure to these displays of wealth might shape the aspirations and perceptions of success among some younger consumers.

• Fueling Interest in Luxury Goods and Experiences: Observing affluent lifestyles online could drive demand for luxury products and high-end travel among aspirational consumers.

• Increasing Scrutiny of Brand Authenticity: Consumers might become more critical of brands and influencers, questioning the authenticity and relatability of those who overtly display extreme wealth.

• Driving Engagement with "Relatable Luxury" Content: Simultaneously, there might be a growing demand for content that showcases a more attainable or "relatable" form of luxury and success.

• Contributing to Conversations About Economic Inequality: The stark contrast presented in these displays could further fuel online and offline conversations about economic inequality and social mobility.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Opportunity to target affluent Gen Z consumers with tailored marketing and luxury goods.

  • Need to balance marketing efforts to appeal to a broad audience while acknowledging different economic realities.

• For Retailers:

  • Potential increase in demand for luxury and high-end goods if the trend influences consumer aspirations.

  • Importance of catering to a diverse customer base with a range of price points.

• For Consumers:

  • Increased exposure to displays of wealth online, potentially leading to social comparison.

  • Access to content that offers a glimpse into different lifestyles.

Strategic Forecast:

• Continued Evolution of Online Wealth Displays: The ways in which wealth is showcased online will likely continue to evolve, potentially becoming more nuanced or taking on new formats.

• Potential for Increased Criticism and Backlash: Overt displays of wealth, especially during times of economic uncertainty, could face increasing criticism and backlash from the public.

• Rise of Micro-Influencers with Specific Affluent Niches: There might be a growth in smaller online communities focused on specific niches within the affluent Gen Z demographic.

• Integration of Wealth Display into Personal Branding: Some individuals might strategically incorporate their family's wealth or connections into their broader online persona or career aspirations.

• Influence on Philanthropy and Social Impact: There could be a trend of affluent Gen Z individuals using their platform to highlight philanthropic endeavors or social impact initiatives.

Final Thought (summary):

The trend of the overt online display of generational wealth by Gen Z "nepo babies" signifies a notable shift in social media behavior and potentially in cultural attitudes towards openly discussing affluence. While offering a glimpse into privileged lifestyles, this trend also raises questions about authenticity, relatability, and the broader implications of wealth inequality in the digital age. Brands and consumers alike will need to navigate this evolving landscape with awareness and sensitivity to the complex issues surrounding wealth and its presentation online.

Source: https://fortune.com/2025/06/01/forget-stealth-wealth-and-quiet-luxury-gen-z-billionaire-nepo-babies-bragging-about-their-generational-wealth-on-tiktok/