Gen Z Pushes Back Against Online Bullying, Trolling, and Distressing News – Signs of a Social Media Rebellion Emerging, Expert Says
“WhatsApp channels hold huge potential for reaching younger audiences,” says Parcero’s Elina Sarén.
Gen Z is beginning to show signs of rebelling against social media, says copywriter Elina Sarén from marketing agency Parcero, who is also a member of the agency’s four-person phenomena team. Recently, the team has studied what they call Gen Z’s “social media rebellion,” of which early weak signals are now visible.
This rebellion manifests in young people’s desire to protect their privacy online. Some even avoid certain platforms altogether. According to Sarén, young people are searching for safer online spaces.
“This social media rebellion is essentially a countertrend. It connects strongly with the cozy web phenomenon – using the internet in ways where you don’t overshare personal information with strangers. Still, community remains a core value for Gen Z,” Sarén explains.
Many millennials, in contrast, share their location, personal details, and photos of their children quite freely. Sarén believes the risks of sharing online will become a bigger topic of discussion.
“It’s really unwise to post pictures of children, for example. AI has added another layer of concern, since shared images can now be misused in many new ways.”
Roots and Scale of the Rebellion
Sarén identifies the drivers behind this rebellion: online harassment, polarization, anonymous provocation, trolling, distressing news, a desire for more privacy, and inappropriate behavior. She also cites a recent case where AI-generated pornographic images of Taylor Swift circulated online – an incident she sees as a warning sign of what could become more common and fuel the rebellion further.
At the same time, social media remains important to young people because their friends are there, creating pressure to participate despite the negatives.
According to Sarén, the first adopters of this “rebellion” share traits like critical thinking, awareness of social media’s downsides, and a search for meaningful human connections.
“Millennials still remember life before social media. Gen Z doesn’t – they’ve grown up with it. That gives millennials a kind of mental benchmark to recognize when it’s time to take a break. But do Gen Zers have that ability to recognize when they’ve spent too much time online?”
Sarén adds that negative phenomena in social media can make young people feel like they don’t fully control their online presence. Still, she stresses it’s too early to say where the rebellion is heading. The majority of young people still enjoy social media and spend plenty of time there.
Three Emerging Social Media Trends, According to Sarén
1. Rising Use of WhatsApp Channels for Marketing
Currently, WhatsApp channels are used mostly by media outlets. Yet a significant number of underage users already consume news there.
“Helsingin Sanomat tailors its WhatsApp news content clearly for younger audiences. Yle, for example, already has 36,000 WhatsApp followers, which shows growing interest. Many international brands are ahead of the curve, reaching large audiences via WhatsApp,” says Sarén.
She believes WhatsApp is now a prime opportunity for brands wanting to reach younger demographics. Still, she reminds that the feature is new and may evolve quickly.
“In Finland, the use of WhatsApp channels is still in its infancy. Brands should act early and establish a presence now. The most important thing remains the same: producing content that truly interests the audience, not just showing up.”
2. The Rise of Deinfluencers
According to Sarén, deinfluencers – people who criticize consumerism and encourage others to avoid certain products or brands – are on the rise in Finland as well.
“On TikTok, many Finnish deinfluencers criticize fast fashion and overconsumption. The phenomenon is also visible on Instagram.”
3. Growing Digital Detox and Device-Free Spaces
Some people are going further, giving up smartphones entirely. The trend also appears in community spaces.
“In Amsterdam, phone-free cafés and events are becoming more common. People read, chat, or simply sit alone without devices. In Helsinki, there are at least two cocktail bars where phones are strictly forbidden,” Sarén says.
She believes that being constantly available has made people reflect on when, and to whom, they actually want to be available.
Social media platforms themselves may also shift. Sarén points to Sane.fyi, a platform designed to offer a safe space for creative self-expression.
“Sane is an intriguing phenomenon – a kind of ‘return to the 90s internet.’ It will be interesting to see if it gets commercialized, since brands could use it as a tool for trend creation.”
Published in Markkinointiuutiset 10 April 2024
Journalist: Mitra Vasara