Gen Z turning away from online openness: Snapchat

March 28, 2025 11:33

The days of online exhibitionism are over according to new research from Snap Inc that has found most Gen Zers only want to connect to close friends.

Speaking exclusively to Mumbrella in his first interview since taking on the job, Snap’s new MD of ANZ, Ryan Ferguson, described how the platform is responding to the change.

The new research, produced in partnership with Crowd DNA, challenged assumptions about Gen Z’s online behaviour, finding they have a thirst for authenticity in a world that is increasingly “fake”.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.