Lucy Blakiston, 27, is no stranger to being underestimated – a fact she embraces with a bold mix of irreverence, colour, and unapologetic language. The founder of the online media platform Shit You Should Care About has built a global news service that cuts through conventional media clutter to deliver bite-sized, accessible content for a younger audience. Operating from the unassuming setting of her mum’s kitchen in Wellington, Blakiston has transformed her passion for news and pop culture into a thriving media empire, now read by everyone from Ariana Grande to Madonna.
Breaking Through the Noise
In an era where news avoidance is rampant and trust in legacy media is declining, Lucy Blakiston identified a gap. While traditional news outlets struggle to engage younger audiences, Blakiston’s platform meets them where they are: on social media. “I wear on purpose the girliest, pinkest, most colourful outfit to an event of tech-Bros,” she explains, laughing at the initial assumptions her appearance provokes. “They think, ‘Who the fuck is that and why is she here?’ And then slowly, when I open my mouth, they realise: ‘Oh, she knows what she’s talking about.’”
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Her irreverent style and willingness to swear have not only differentiated her from conventional news presenters but also helped her forge a strong, personal connection with her audience.
The Rise of Shit You Should Care About
What started as a blog in 2018, created alongside friends Ruby Edwards and Olivia Mercer, has evolved into a multifaceted media company. The platform’s ethos is simple yet radical: to cut through the bullshit and make global issues digestible and engaging. Blakiston and her team aggregate news from around the world – from major conflicts and climate change updates to celebrity culture and quirky lifestyle polls – and distil these stories into easily consumable snippets.
By June 2020, their Instagram account had already attracted 200,000 followers. When the Covid-19 pandemic hit, the platform’s knack for slicing through misinformation and delivering clarity earned it even more traction. Within a month, their following skyrocketed to a million, thanks in part to shares by celebrity fans like Bella Hadid, Madonna, and even Joe Rogan. Today, Shit You Should Care About boasts nearly four million social media followers, over 80,000 newsletter subscribers, and an expanding array of podcasts and even a book titled Make It Make Sense. With nearly half of its followers based in the United States and significant audiences in the UK, Australia, Canada, and New Zealand, the platform has truly become a global phenomenon.
Social Media Savvy: Meeting the Audience Where They Are
At the heart of Blakiston’s success is an astute understanding of the shifting media landscape. Research by the Reuters Institute has highlighted a decade-long decline in traditional news engagement, especially among younger demographics. Recognising that trust in mainstream media is eroding, Blakiston harnessed the power of social media platforms like Instagram, TikTok, and X (formerly Twitter) to deliver news that is both relevant and relatable.
“Lucy figured out really early they would have to show up in the places young people are,” says media commentator Duncan Greive, co-founder of The Spinoff. Greive points out that her strategic use of Instagram – coupled with a distinctive style and presentation – has set a benchmark for how legacy media might adapt to the digital age. For Blakiston, social media is not just a distribution channel; it’s the very medium through which news becomes engaging, conversational, and fun.
The Personal Touch: From Fan Account to Media Mogul
Blakiston’s journey into the world of news began in an unexpected way. As a teenager, she ran a One Direction fan account, honing skills in editing, photoshopping, and community mobilisation. These early experiences were instrumental in shaping the practical and creative aspects of her later work. “I owe much of Shit You Should Care About to loving One Direction,” she admits, recognising that her grassroots beginnings provided a vital foundation for building a media company that speaks directly to fan culture and everyday concerns.
Working from a modest desk in her candy-coloured bedroom, Lucy has maintained a personal, hands-on approach to her business. Even after her co-founders departed between 2022 and 2023, leaving her to steer the ship alone, she has continued to blend the serious with the playful. In her space, political posters and pop culture memorabilia coexist: the red-black-and-white flag of Māori sovereignty hangs proudly alongside Charli XCX records and tiny ceramic mushrooms that hint at an ongoing aspiration to create a “fairy garden” outside.
Using Fandom as a Trojan Horse
One of Blakiston’s signature strategies is to use pop culture icons as a way to engage her audience with hard-hitting news. “Using Harry Styles can Trojan Horse people into caring about the news,” she says, referring to her technique of sandwiching bulletins on climate change, war, and Indigenous rights between lighter pieces like quirky polls and celebrity crush timelines. Her unabashed admiration for Harry Styles, whom she describes as her hero, is not just a personal quirk – it’s a deliberate strategy. By leveraging the passions of fans, particularly women and girls who are often dismissed in other fields, she transforms pop culture fandom into a powerful tool for raising awareness about serious issues.
This blend of high and low culture underscores the platform’s unique appeal: it’s both a refuge from the barrage of depressing headlines and a gateway to understanding complex global issues. “The ethos is giving you the news, without the blues,” Blakiston explains, a sentiment that resonates with a generation weary of relentless negativity.
Navigating Personal Loss and Global Crises
Amid the irreverence and pop culture references, Shit You Should Care About is also a space for grappling with difficult realities. Blakiston does not shy away from discussing the personal challenges that have shaped her perspective. The sudden death of her brother in 2019 and her own struggles with depression have left indelible marks on her work. These experiences have driven her to explore and explain not only the mechanics of global crises but also the nuances of mental health and personal grief.
Her journey into international affairs was sparked by a formative trip to Myanmar, where exposure to the Rohingya crisis ignited a sociopolitical awakening during her university days studying media and international relations. “I was looking around one day and thinking: ‘Is anyone else struggling to make sense of all of this?’” she recalls. This moment of clarity led her to propose a blog that would cover everything from Harry Styles to gay rights in India, setting the tone for a platform that is as eclectic as it is insightful.
A Day in the Life: Balancing Obsession and Normalcy
Blakiston’s daily routine is a testament to her relentless drive and passion. Describing herself as “obsessive,” she rises at 5am to digest the latest news, fact-check sources, and craft engaging posts and newsletters. Despite the demanding nature of her work – which includes presenting at international summits and continuously up-skilling in new technologies – she finds time for the simple pleasures of life. Whether she’s cooking, reading, or watching a bit of Love Island before deciphering a major foreign policy announcement, Lucy’s schedule reflects a balance between rigorous work and normal, relatable living.
“Most of my days are thinking and pottering … watching Love Island, then trying to find a way to explain a big foreign policy announcement,” she laughs. Her candid admission of this “pretty normal fucking life” has endeared her even more to her audience, who see her not as an aloof media mogul but as someone who juggles real-world challenges with creativity and humour.
The Ecosystem of Modern News
Despite her unconventional methods, Blakiston is clear about her respect for traditional journalism. “I see it as an ecosystem,” she explains, positioning herself as a middleman who bridges the gap between established media and new, digital-first platforms. Rather than viewing her work as a challenge to legacy media, she acknowledges that she couldn’t exist without the rigorous reporting that forms the backbone of the news industry. This balanced perspective is one reason why her platform has gained credibility even as it operates outside the traditional confines of journalism.
The rapid rise of Shit You Should Care About underscores a broader shift in the way news is consumed. With younger generations increasingly turning to social media for their information – a trend confirmed by declining engagement with traditional news outlets – Blakiston’s model offers a viable alternative. By blending in-depth reporting with accessible language and a playful aesthetic, she is redefining what it means to be a news provider in the 21st century.
Looking Ahead: Innovation and Impact
As Shit You Should Care About continues to grow, its influence is set to expand further. With a loyal global following and recognition from high-profile figures like Madonna, the platform is poised to shape conversations around important issues while retaining its unique, irreverent voice. Blakiston’s journey from her mum’s kitchen to becoming a celebrated media entrepreneur is a powerful reminder that innovation often comes from unexpected places.
Her success story also serves as an inspiration for a new generation of media creators who are unafraid to challenge the status quo. By using social media as both a distribution channel and a creative canvas, Lucy Blakiston has demonstrated that news can be both engaging and informative – a dual purpose that is increasingly important in a world where attention spans are short and misinformation is rampant.
Conclusion
From a modest kitchen in Wellington to a global platform with millions of followers, Lucy Blakiston’s journey is a striking example of how determination, creativity, and a deep understanding of digital culture can transform the landscape of news. By daring to be different, she has built a media company that not only informs but also entertains, all while challenging the traditional boundaries of journalism. In a time when news avoidance is growing and trust in legacy media is waning, Shit You Should Care About stands out as a beacon of innovation, proving that sometimes the most unorthodox approaches can yield the most profound results.
