ETHOS is putting a values-first spin on social media for Gen Z. Through championing positive interactions and social change, the platform hopes to dismantle the toxic main character energy that has come to plague social media and help users connect with communities who share the same values.

Fizz is a social media app created for college students that aims to address the isolation that many feel when they arrive on campus. Started by two college dropouts, the app favors candid interaction over the curated nature of legacy social media – just like its Gen Z user base.

Social media platform Geneva has become popular among Gen Zers who wish to connect privately and directly with other users who share similar interests. As people reject performative social feeds in favor of authentic online interactions, how are community-oriented apps keeping users engaged?

From 'dad-cing' on TikTok to 'granfluencing' on Instagram, Boomers are catching up with Gen Zers’ social media use, relishing the sense of community and activism these platforms provide. What can brands do to reach Boomers in this spirited social tech space that is hugely void of ageism?