Related to mental health, young people are exhausted by the internet’s constant connectivity and comparison. Whereas Millennials grew up performing online—curated Insta grids, LinkedIn job announcements (“Some exciting personal news!”), the rise of the personal brand—Gen Zs eschew performance for authenticity. It’s the shift from Kylie Jenner... See more

For many media brands, the creator economy presents a conundrum — what is the role of brand when audiences increasingly value the intimacy of a direct connection to a human creator?

Borrow from the creator's playbook: The research shows that trust remains with News Publishers and journalists - Gen Z understands the value these institutions hold in bringing credible news to the masses. To gain attention, newsrooms can adopt a more conversational, relatable tone, and even use humor and local languages. Collaborating with

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