The Personal Brand Is Dead

But mostly they just drop cool pictures and funny memes, and discuss or riff on them. “There’s an understanding that, like, you’re not going to kick each other, you’re not going to judge each other,” he said. “You’re not here to represent your identity; you’re just here to chill.”

“It seems like Gen Z is getting really tired of presentation culture, as you might call it,” Zeke, a 21-year-old biologist and frequent Discord chatter, told me. “The idea that everything you do has to be a representation of your personal identity.”

When I was 21, the cool thing to be was famous on Instagram. Now the cooler thing to be is a mystery. Anonymity is in.