decode culture,
Before It's Old News

For years, marketing rewarded scale. The bigger the reach, the bigger the impact, or so we thought. But as feeds became crowded and content became constant, audiences changed their behaviour. People didn’t stop caring; they simply became more selective about what they let in. What landed before now gets filtered out. What used to feel exciting now feels excessive.

When the internet moves this fast, what actually matters? These are the 5 C’s that you should keep in mind.

While we were busy decoding Z’s, something else was quietly happening in the background. A new generation was watching, listening, and building entire (Roblox) worlds while we weren’t looking. And now, they’re shaping the culture of tomorrow. Welcome to the world of Gen Alpha.

Do you know how to use physical DVDs or CDs? Do you understand how memes and online culture works? And did you grow up using MySpace or Habbo Hotel when you were younger? If you answered yes to all these questions, you’re probably part of the so-called generation ‘Early Gen Z’. Early Gen Z.

The days of influencers just influencing seem to be over. In the early days of social media, it was all about brand deals, affiliate links, and sponsored posts. But as those influencers grew, as people, creators, and professionals, things started to shift. They began looking for ways to expand. With larger audiences, more experience, and loyal communities behind them, many influencers are choosing to take control. They are no longer just the face of a brand, they want to be the brand. So what’s driving this shift from creator to CEO? And what does it say about the future of influencers?

While TikTok remains the go-to platform for Gen Z, the research from our Culture Report on Gen Alpha (those born from 2010 to 2024) has shown a surprising shift, with YouTube being their number one favorite platform. Let’s dive into the resurge of YouTube.