Mamamia is launching KNOW, a 'social-first' lifestyle media brand, created by and for Gen Z.
KNOW is a standalone brand from Mamamia, with its own content ecosystem.
It will serve, from launch in March 2025, as the home for all the "random" content Gen Z crave, on the platforms they want.
Mamamia chief content officer Zara Curtis said 60% of Gen Z use social media as their primary source of information and
entertainment - the way they consume media is a whole new ballgame and very different to other generations.
"They exist outside the traditional news cycle because they’ve created their own,” she said
Mamamia’s Gen Z strategy lead Maddy Lawler said traditional media just doesn’t earn the same share of attention with the Gen Z consumers.
"We live in our social feeds because communities are our heartland, so we used that insight to create KNOW, meeting Gen Z on their level, in a language in a format they understand and that they will gravitate to.
"Gen Z are random and agnostic content consumers. They have no value judgement about the topics they engage with. From Upside Down Pineapples to US election memes, if it’s interesting to them, they’re all in.
“While Mamamia is famous for owning the attention of Australian women, what manypeople might not realise is that we also have years of experience making content for all people through our social and content agency, SQUAD.”
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