gen z & gen alpha.
Gen Z’s meeting up for “admin nights.” But, why?
Young professionals are gathering after hours to tackle admin tasks together, snacks in hand. It is a direct backlash to the promise that apps and digital tools would make life simpler. This piece explores why shared dysfunction might be the most human response to modern administrative overload.
Read the full thing →How marketers survive the social media ban era
Governments across Australia, the UK, and a growing list of nations have locked under-16s out of major social platforms. If your marketing playbook relied on Meta or TikTok to reach young audiences, that playbook is now illegal. Sophie breaks down what post-platform marketing looks like and how brands can rebuild before the window closes.
gen z & gen alphaIrony, icons, and Lana Del Rey: Gen Z's post-patriotic Americana
Gen Z has stripped Americana of its political baggage and turned it into a digital outfit. The chunky sweater and the Levi's have nothing to do with patriotism anymore. They're a costume, a character, a vibe to cycle through on the feed.
gen z & gen alphaThe era of algorithmic rizz
AI has found its way into dating apps, and people are using it to craft messages, rewrite profiles, and optimise their matches. The problem is not that people want help. Its that outsourcing your personality creates a gap between who you seem to be online and who you actually are in person.
most read in this topic.
Gen Z’s meeting up for “admin nights.” But, why?
Young professionals are gathering after hours to tackle admin tasks together, snacks in hand. It is a direct backlash to the promise that apps and digital tools would make life simpler. This piece explores why shared dysfunction might be the most human response to modern administrative overload.
How marketers survive the social media ban era
Governments across Australia, the UK, and a growing list of nations have locked under-16s out of major social platforms. If your marketing playbook relied on Meta or TikTok to reach young audiences, that playbook is now illegal. Sophie breaks down what post-platform marketing looks like and how brands can rebuild before the window closes.
Irony, icons, and Lana Del Rey: Gen Z's post-patriotic Americana
Gen Z has stripped Americana of its political baggage and turned it into a digital outfit. The chunky sweater and the Levi's have nothing to do with patriotism anymore. They're a costume, a character, a vibe to cycle through on the feed.
The era of algorithmic rizz
AI has found its way into dating apps, and people are using it to craft messages, rewrite profiles, and optimise their matches. The problem is not that people want help. Its that outsourcing your personality creates a gap between who you seem to be online and who you actually are in person.
How we went from duck face to dissociative numbness
The way we present our faces online has always been a performance. From the millennial duck face to Gen Zs dissociative pout, each era signals something different about what we want people to think of us. Now were splitting into two paths and neither of them looks particularly human.
Infantilisation is more than just an aesthetic; it's institutional pacification.
Infantilisation is not a TikTok trend. It is an institutional strategy designed to keep entire generations passive, compliant, and easy to profit from. This piece breaks down how nostalgia and learned helplessness have been used as tools of cultural control, and what it would actually take to push back.
I see it, I like it, I want it, I got it (and it’s saving the mall)
Gen Z is reviving mall culture because they want instant gratification that online shopping can't deliver. Shoppers aged 18 to 24 bought 62% of merchandise in stores last year. They want to see it, touch it, and walk out with it immediately. Malls also provide third spaces for socialising after COVID lockdowns. Physical shopping encourages mindful purchasing and financial accountability that online buying with delayed payment options doesn't.
Are we living in a post-culture era? And would you know if we were?
Ask five people under 30 what defined the last decade and you'll get five different answers. Ask someone over 60 about the 1960s and they'll all say The Beatles and JFK. This fragmentation signals a post-culture era where shared cultural reference points have dissolved into algorithmic bubbles and niche communities. Culture has become content and algorithms decide what matters instead of human critics.
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