Studying the social media spectacle of a solar eclipse
glasses at the ready, everyone A major solar eclipse set social media ablaze this week, as Europeans geared up for a ‘once-in-a-generation’ celestial event. Opinions were mixed, with some left disappointed. Has everything become pre-packaged as online content? Did you watch the solar eclipse this week? Europeans were treated to a rare, near-total block...
Current in The Gen Zer
Why is Gen Z fixated on… frozen yoghurt?
slather my dessert in chocolate and call it wellness, baby Frozen yoghurt has been rebranded on TikTok as a luxury ‘wellness’ food. Its newfound popularity reflects Gen Z’s spending habits and growing appetite for premium experiences beyond boozy pubs. Frozen yoghurt is making a comeback, at least in the UK and...
TikTok finally admits it has an ‘AI slop’ problem
the rise (and potential fall) of TikTok slop After years of churning out new tools as fast as possible, it seems TikTok has recognised it has an ‘AI slop’ problem. The company has announced new measures to detect automated content, with options to filter and prioritise human creators. Does TikTok have...
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...
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 were still finding their footing when it came to online advertising, often clumsily announcing a new product or campaign...
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 Island, ITV’s long-running reality TV series, has seen a steady decline in ratings and audience retention over the past few...
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 is about to become a lot more inaccessible and dull, at least in the UK. This week, Prime Minister Keir Starmer announced...
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...
