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Before It's Old News

Culture, Gen Z, marketing and more. Get all the insights on what’s shaping tomorrow’s culture.

Going Offline: The Experience Era

There’s a reason why TikTok’s design has earned the name ‘The infinite scroll’. About 170 years’ worth of video is posted on TikTok. Every. Single. Day. Spread those hours out over 5 years, and there are more hours of content on TikTok than humans have existed for.

For younger generations, the infinite scroll has always been the default. They grew up with everything available at once, in a world where boredom is almost nonexistent. But with more and more platforms, brands and people trying to get their attention, a paradox is emerging. Because what does the most connected generation in history actually want? The one thing the algorithm can't give them: real-life connection.

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The culture that lives in fandoms

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.

Community

culture

marketing

Defining Digital Culture: the 5 c's

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

culture

marketing

Community

They’re Building Tomorrow: Meet Gen A

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.

gen-a

culture

marketing

The Complexity of Early Gen Z

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.

Gen Z

marketing

culture

From Creator to CEO

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?

Talent

marketing

culture

The resurgence of YouTube

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.

culture

Content

gen-a