Finstas – ‘fake’ Insta accounts – were once rife on social media as teens sought to share their less-than-aesthetic life moments with a smaller circle of followers. But the era of the Finsta appears to be over, pointing to a shift at play in how freely people express themselves online.

BeReal is a social media app that hinges on the principle of scarcity. By limiting posts to one a day, it encourages users to share a snapshot of their daily lives in real-time rather than curating an idealized feed – a reflection of how demands for authenticity may reshape online communications.

The pressure to look perfect is exacerbating a culture of image editing, leading to an increase in body dysmorphia and eating disorders. A proposed Digitally Altered Body Images bill intends to bring awareness to unrealistic body standards, through visible disclaimers on edited photos.

The dominance of pseudonymous platforms – from Discord to TikTok, Twitch to Reddit – has freed up how Gen Zers express themselves online, moving away from personalisation and towards a sense of plurality. What can brands do to brush up on their ‘identity fluency’ for this ever-evolving generation?