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Gen Z and gen Alpha brought a raw, messy aesthetic to social media. Why does it feel as inauthentic as ever? | Eugene Healey

The glossy perfection of millennial content gave way to something that felt more ‘real’. But that was a mirage – and brands quickly caught onEugene Healey is a brand strategy consultant, educator and creatorAuthenticity is the great mirage of the modern age. Its promise – to live unmediated, in full accordance with our values and beliefs – feels like the ideal we’re always reaching for before it vanishes beyond the horizon. And ironically, the more we try to prove we’re authentic online, the more we seem to accelerate its disappearance.As Generations Z and Alpha joined social media, they responded to the cultural demand for perfection with chaos – raw, unfiltered, deliberately messy content. The curated feed of flatlays gave way to the sloppy photo dump; the finstas; the bedrotting. Finally, our real lives represented on screen. Finally, something real.Eugene Healey is a brand strategy consultant, educator and creator Continue reading...

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