Why FIFA embraced IShowSpeed at the World Cup
we did it, chat Gen Z streaming star IShowSpeed performed at this year’s World Cup final, marking a major shift in mainstream media; online creators have become so influential that they’re impossible to ignore, especially if legacy institutions wish to attract a younger audience. Well, the World Cup has been and...
Current in The Gen Zer
Gen Z worries about misinformation on social media. Why can’t they leave?
your nan isn’t the news feed’s only victim Research shows that almost 80% of Gen Z are worried about misinformation, yet most still spend at least 2.5 hours per day on social media. What’s keeping everyone glued to the algorithm? By now, we’re probably all aware of misinformation online. Social media has...
Wimbledon bets on influencers to reach Gen Z
game, selfie, match Wimbledon is aggressively targeting influencers to try and draw in younger crowds. With demand now surging, the tournament is at risk of losing its authenticity for the sake of the algorithm. Is this a common pitfall of Gen Z social media branding? With the World Cup currently dominating...
How a fragmented internet is reshaping Gen Z marketing
TikTok? Pinterest? Reddit? In our era of AI search engines and algorithmic feeds, social media has become intensely personal and wildly scattered. With audiences now splintering, how can marketers hope to reach Gen Z? Social media marketing has come a long way since the prehistoric days of 2010. Back then, brands...
Love Island tanks as Gen Z cools on influencer culture
ITV’s staple reality series drew just 600,000 viewers for its first episode this year, the lowest in its decade history. Amidst format fatigue and waning relevance, is it possible that Gen Z (and, to some extent, Gen Alpha) has largely abandoned the superficial, picture-perfect aesthetic of the traditional influencer? Love...
The UK shuts down social media for under 16s…what could go wrong?
pack it up, it’s over Prime Minister Keir Starmer has announced plans to ban social media for under-16s in the UK, starting next year. With Gen Z relying so much on digital communication, could we be depriving young people of niche communities, education, and self-expression? If you’re under 16, social media...
Why Gen Z is rejecting perfection (and Steven Bartlett)
Self-proclaimed business mogul Steven Bartlett has faced ridicule in recent weeks for lamenting his decision to have several glasses of wine. It’s a sign that Gen Z and social media might be starting to reject perfectionism and over-optimising everything. Picture this: you’ve just finished a six-hour ultramarathon, wolfed down your fourteenth isotonic energy gel, responded to all forty-eight of your Hinge matches, and updated your financial portfolio to capitalise on...
If Gen Z drink less, why are Buzzballz booming?
The colourful cocktails known as Buzzballz have exploded in popularity over the past few years, appealing mostly to Gen Z. Not without controversy, these pre-mixed drinks run counter to research suggesting young people are consuming less alcohol. So, what does it all mean? If you’re under the age of 25, I am almost entirely confident that you know what a Buzzball is. If you're a little older (especially over 30), you may be...
Wait…is everything a stealth marketing campaign?
An investigation by Vulture has claimed that underground agencies, often living on closed platforms like Discord, are paying ordinary people to post clips and create artificial hype around everything from Justin Bieber to skincare brands. Is every trend and social media conversation secretly being manipulated by stealth marketing? What if everything you see online, such as a viral cultural moment, a skincare product, a controversial celebrity scandal, or an election campaign, was...
Have Gen Z killed the corporate ladder?
Gen Z have watched their parents and older colleagues hustle, burn out, and still remain in financial turmoil. Now, with their prospects being threatened by AI, is it any wonder they’re ditching the corporate ladder entirely? Gen Z are set to (finally) kill the corporate ladder for good as they steadily enter the modern workforce, according to recent data. Research has shown that young people are increasingly becoming disillusioned with conventional,...
