By Brett Armstrong, TikTok Australia’s general manager
“Be yourself” is the kind of advice we all want to follow. But, be honest with yourself, how often did you really feel like you could just ‘do you’ when you were younger?
I didn’t have it all growing up, but I had the essentials of life like a roof over my head and a decent education as well as coming from a position of privilege as a white male. Ultimately, I should have been the exact person able to express myself authentically, and in some ways I really could.
So, how did I end up working in banking? Looking back, it was something that was likely determined for me by those circumstances outlined above. I was always being steered towards certain ‘jobs for life’ – so it was almost unthinkable for me not to go straight from university into a traditional corporate career path.
Now I do love banking and finance (even the spreadsheets, I’m a self-confessed numbers nerd), but while it was an incredible training ground that taught me a lot of skills, I always knew there was something missing for me in that industry. I soon realised that was the ability to be on the cutting edge of technology and culture, so when the opportunity arose with a sales role in media, I jumped at it.
I’ve never looked back or regretted it for a moment – this industry sparks joy for me, and is an expression of who I am as a person.
At TikTok we wanted to understand what ‘joy’ means to Gen Z and Millennials. We commissioned research from our friends at Crowd DNA to analyse trend forecasts & social commentary, interview cultural thought provocateurs via their Key Influencer Network (KIN), and conduct a digital ethnography with consumers using the platform.
It made me so happy reading the eight ‘Expressions’ they uncovered to see that finding and expressing their unique identities is a dominant theme throughout the ‘Sparking Aussie Joy’ report.
Take the Expression ‘Identity Unlocked’. Put simply it’s the role TikTok is playing in creating safe, supportive and judgement free spaces for people of any cultural background, sexual persuasion or gender identity to explore and understand themselves more thoroughly.
Proof points are abundant. Conversations around ‘identity’ (+1400%), ‘discrimination’ (+200%) and ‘gender fluidity’ (+300%) are rocketing.
And KIN Culture Leaders told us: “Learning about where you fit makes you feel empowered, makes you feel seen. You don’t learn about any of this in school, but now there’s an entire community, a history of your culture that you can access if you want. It’s a gift. Especially for marginalised groups.”
Creators like @howdoideleteone and @lawrence_bing are great examples of how this is coming to life. There is also a role for brands here, by supporting diverse creators and helping them spread information and educational content that resonates with their communities.
When I was growing up you had to consciously ‘go online’ on a desktop computer – it was almost a special occasion to get dressed up for. My sphere of influence was limited to my teachers and mates, who all looked like me. The media was the same, very male, pale and stale. There was a defined set of expectations about what it meant to be Australian.
Which is why I punched the air when I saw another Expression uncovered in the report – ‘Evolving Australia’. This one is all about these younger generations putting the outdated traits of what it means to be Australian to bed.
Ultimately it’s leading to a reimagining of our collective Aussie identity where we punch up the good bits and poke fun at the more toxic elements of that.
As a KIN Culture Leader explained: “Stereotypes are a huge part of Aussie humour, but now they’re using it to joke about things that they want to improve. We used to make fun of the ‘effeminate footy player,’ now we make fun of ‘toxic masculinity’.”
Proof points include a 1,500% increase in discussions around ‘decolonising’ and #indigenous use up 300%.
Can brands get involved in this conversation? Just look at the latest campaign from the MLA to see how it can, and should be done. The iconic campaign, which for years has been the epitome of Aussie identity, takes this idea of being ‘UnAustralian’ to its logical conclusion. It’s a playbook any heritage Australian business can leverage to its advantage.
Progress, as they say, is inevitable and all around us. Sydney is hosting World Pride in the coming weeks, and that is something I could never have imagined, and certainly wouldn’t have known about, when I was growing up. I’m incredibly proud to say that TikTok is a sponsor of the event, bringing the communities we’re helping find each other online a chance to discover each other in the real world.
The ‘Sparking Aussie Joy’ report is a fantastic look at the positive things inspiring Gen Z and Millennials. From evolving sense of identity to Mateship 2.0, Me Moments, IRL Inspiration, being Proudly Ourselves and Collective Memories – there is a lot to learn and build from.
Australia today is very different from the one I grew up in: we’re focussed not only on celebrating the important qualities that enrich who we are as a nation but also actively progressing and moving forward, giving everyone a voice and a sense of belonging. What’s sparking joy for Gen Z and Millennial Aussies in 2023 gives me great hope for the future, whether they become accountants or not.