In this weeks OurTake: A millennial saint dubbed “God’s influencer” shows how institutions reframe icons for Gen Z. Social pivots from mass feeds to intimate groups. Mercado Libre turns e-commerce into cultural theatre across Latin America. And autumn’s chic new ritual, the lock-in, makes wellness the ultimate status symbol.
Slide Into My DMs
Social is quietly doing a pivot. The broadcast era of big feeds, huge followings and loud influencers is giving way to something smaller, more intimate. Discord servers, WhatsApp groups, Patreon tiers and even Instagram Close Friends/DMs: these private circles are the new arenas for authentic connection.
No surprise that Gen Z is driving it. Recent surveys show they spend HOURS daily on social platforms, but they engage differently. They don’t want polished ads; they want interaction, belonging, and trust, in places where they feel seen, not just targeted. Short-form video, yes, but also message threads, livestream chats and private communities where they can be heard without filters.
Creators in response are adjusting, moving from mass posts to 1:1 or 1:small group modes of engagement. This is partly to escape algorithm whiplash and partly because private mode = loyalty. Parcels of intimacy are the new currency.
For brands, this is both challenge and opportunity. The old KPIs (reach, impressions) still matter, but they’re not enough. Deep connection beats wide noise. That means community listening, building safe spaces, leaning into niche micro-communities and investing in creator tools that facilitate trust over theatrics.
If your content gets more replies in private than likes out in public, that’s your signal.
Mercado Libre Speaks the Language of Latin America and Delivers on It
Mercado Libre isn’t just another ecommerce giant, it’s the company that rewrote the rules of shopping in Latin America. Born in Buenos Aires and now operating in 19 countries including Brazil, Mexico and Colombia, it has become the region’s online kingpin by marrying logistics with culture. Sure, it promises your parcel will land on your doorstep, but it’s the way it lands in people’s lives that matters.
In Brazil, with the help of GUT São Paulo, the brand turned discounts into entertainment: coupon rains, QR hunts, livestream stunts. Black Friday became less a grim slog and more a carnival, where chasing bargains carried the energy of a last-minute goal. retail therapy became retail theatre.
The playbook? Speak the local language, literally and culturally. From Neymar bantering on Twitch to tongue-in-cheek nods to Mexico’s famously elastic “ahorita”, Mercado Libre knows how to tap passions like football, Formula 1 and gaming with a samba beat.
And beneath the hype is purpose. By empowering small sellers, digitising the unbanked and standing up for equality, the platform has baked social impact into its growth story.
Mercado Libre proves that ecommerce doesn’t need to be faceless. In an age where discounts are everywhere, it’s the experience around them that counts. By treating commerce as culture, blending play, participation and purpose, Mercado Libre has created loyalty that outlives the sale. For brands worldwide, the lesson is clear: logistics move boxes, but culture moves people.
Saint Carlo: From CODING TO CANONISED
The Vatican just got its first millennial saint and he’s basically the patron saint of Wi-Fi. Carlo Acutis, a teenager who coded websites about miracles while rocking a tracksuit and Nikes, has been dubbed “God’s influencer.” Forget lighting candles, this guy was uploading Eucharistic miracles when most of us were updating our Bebo.
80,000 people turned up in Rome last Sunday to watch his canonisation, proving that sainthood still has pulling power in the TikTok age. The Church has spent years struggling to get young people back into pews. Turns out all they needed was someone who looked like he might have been on your five-a-side WhatsApp group.
It’s a savvy move: saints used to be marble statues and stained glass, now they’re hoodie-wearing teenagers who loved coding and helped the homeless. A saint who feels scrollable. Holier than thou? Maybe. But also, holy relevant.
Carlo’s canonisation shows how institutions are reframing their icons to align with the aesthetics, values and narratives of a younger generation. It’s the same play we’re seeing across culture: legacy brands swapping perfection for relatability, governments experimenting with meme campaigns, even heritage fashion houses collaborating with TikTok creators.
Gen Z and Millenials are Locking-In
Autumn has a new ritual – the lock-in. Instead of chasing every wild plan on the town, Gen Z and millennials are leaning into a seasonal reset: early mornings, clean meals, cozy routines, and unapologetic “me time.” Think of it as hibernation, but chic and trendy.
But this trend doesn’t come out of nowhere. Wellness is booming, and younger audiences are some of its biggest investors. In fact, Statista valued it at more than $6.8 trillion in 2024, with projections hitting nearly $9 trillion by 2028. A big driver of that growth? Younger consumers. A McKinsey & Company survey from June 2025, spanning over 9,000 people across the U.S., U.K., Germany, and China, revealed that nearly 3 in 10 young respondents are leaning into wellness “much more” than they were just a year ago. From matcha to cold plunges, self-care has become both a lifestyle and status symbol, fuelling a multi-trillion-dollar market.
The lock-in is tapping into a generation craving balance in a world that never slows down. At its core, it’s more than trend, it’s a mindset shift. With Gen Z facing record levels of loneliness, the lock-in offers a framework for focus, self-growth, and calm as the year winds down. Whether it sticks around or fades with the leaves, one thing’s for sure: staying in has never looked this good.