Lucy Blakiston

CEO/ Co Founder, SYSCA (Shit You Should Care About)

Founded in the back of a university lecture theatre in 2018, Lucy Blakiston had a mission to make news accessible to her generation by breaking some of the studied formality associated with its presentation. She used high-quality sources, but language and concepts familiar to Gen Z, and was among the first people to realise the potential of Instagram to be co-opted from a visual platform into news distribution. From 2019 to 2022 she built an enormous 3m+ audience there, by combining major international stories with pop culture coverage, implicitly arguing that the two were both interests to her, and thus should be to her audience. Since then she has created huge audiences across podcasts and an acclaimed daily Substack, and has just published her debut book, Make it Make Sense.