The Digress

Where culture meets clarity…..Saying the quiet part out loud.

By Charlotte Mair

What about men??

Brands spent a decade optimising for women. Who's actually winning the male wallet right now?

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Dissecting pop culture, branding, and marketing, and how they shape business.

Recent posts

Will GenZ be the next forgotten generation?

We threw billions at them, built entire strategies around them, and called them revolutionary. But what if Gen Z was always the dress rehearsal for Gen…

May 3•Charlotte Mair

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Meet the creators who built 10M followers in China, lost everything to their agency and started again

They were the biggest Western couple on Chinese social media. A billion views, brand deals, live broadcasts to tens of thousands then an early contract…

Apr 26•Charlotte Mair

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Everyone Has a Podcast But Only the Ones That Think Like Newsrooms Will Survive The Next Decade

Inside the biggest media story of 2026 and why most podcasts will fail unless they start acting like newsrooms.

Apr 19•Charlotte Mair

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The President Endorsed a YouTuber. Now What?

Trump endorsed Jake Paul, UK government hired 215 influencers, a 25-year-old TikToker ran for Congress, journalists are being shut out and Ukraine's…

Apr 12•Charlotte Mair

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The Girlboss Didn't Die...She Can't Afford To

Women were told to lean in, then told to lie flat, then told to go home and bake sourdough. Meanwhile they were quietly launching businesses at the…

Apr 5•Charlotte Mair

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We Got Gen Z Wrong. Gen Alpha Is Next If Marketers Aren't Careful.

Every generation gets defined by the anxiety of the one before it. Boomers worried Gen X watched too much TV. Gen X worried millennials were entitled…

Mar 29•Charlotte Mair

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Who will buy things if AI takes everyone’s jobs?

A guy called Chris, who works in corporate and talks about AI, posed a deceptively simple question: “Who will buy things if AI takes everyone’s jobs?”

Mar 22•Charlotte Mair

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The Khia Asylum and Why Brands Are Rage-Baiting Us

This week we’re unpacking the Khia Asylum, the meme calling out who’s culturally irrelevant, and what it teaches brands about staying seen at all…

Mar 15•Charlotte Mair

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The "Death" of Second Chances For Small Businesses

Social media turned consumer frustration into a content genre. Now everyone from aunties to small business owners is fair game. We need to talk about…

Mar 8•Charlotte Mair

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The return of girlbands...a recession indicator?

For the first time in a long time, girl groups are returning to mainstream in a way that hasn’t been seen in years.

Mar 1•Charlotte Mair

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Is AI coming for my job?

There’s a particular kind of exhaustion that comes from watching someone build in six hours what took you six years.

Feb 22•Charlotte Mair

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The truth about what’s happening on the internet

Politicians hijacking TikTok to shape narratives, law firms going full reality-TV style , podcasts winning Golden Globes, traditional media is holding…

Feb 15•Charlotte Mair

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