"The Pez Dispenser" episode of Seinfeld can teach us a lot about connecting with
By Mikeblack · June 24, 2026 · Curated by George's Blog
"The Pez Dispenser" episode of Seinfeld can teach us a lot about connecting with #GenZ
If you recall the episode, George invites Jerry and Elaine to his girlfriend's piano recital and gives them very strict rules on how to behave
The piano recital is very serious ...
... until Jerry whips out a Tweety Bird Pez dispenser and puts it on Elaine's lap, causing her to uncontrollably crack up
Like Jerry Seinfeld, Gen Z is constantly seeking ways to bring a little "whimsy" to the serious world around them
Examples include:
hiding tiny rubber ducks
adding sprinkles to lattes
awarding themselves star stickers for daily chores
Below these seemingly random acts of child-like spontaneity lies a very intentional rejection of the serious world
For years, Gen Z has a observed a world where everyone is pushed to optimize, get more efficient and hustle to the max
Now with AI, that pressure to optimize is getting even more intense
Random acts of "whimsy" are a way of rebelling against a culture driving them harder and harder to be better, without clear expectations of reward
It's an escape from an existential threat:
71% of Gen Z report feeling actively anxious
I see it with my own kids
The other day, my youngest made a baton-like sculpture out of 50 tiny yellow ducks that now proudly sits on my mantle
My son is obsessed with something called Fruit Love Island (?)
This Gen Z shift away from seriousness is a trend we at Collage Group have coined "Indulgent Joy"
And it's an important shift to be aware of as your brand tries to connect with Gen Z in an authentic way that can accelerate virality
It means not taking yourself so seriously and creating room in your brand for Gen Z to play and be a kid again
If you want to know how you can bring more "Indulgent Joy" to your brand, attend our webinar with Insights Association on June 25th where we will break down this trend along with 3 other big ones you can’t miss
Link to register for the webinar in the comments below 👇