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?

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.

Most people don't 'search' the internet for something, they 'Google' it, and it is easy to forget the origins of that verb. But a new generation of internet users is turning to more visually-engaging, user-generated content on TikTok and Instagram to find the answers to their online queries.

As social platforms deprioritise content from friends and family, people are turning to spaces that make them feel connected to their loved ones. With $12.5 million raised in funding, photo-sharing app Locket is helping users share little moments of their day with their favourite people.