Mamamia launched Know, a lifestyle media brand for Gen Z

Today, Mamamia is excited to announce the launch of KNOW, Australia’s first “social-first” lifestyle media brand, created by and for Gen Z.

“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,” said Zara Curtis, Chief Content Officer at Mamamia.

Maddy Lawler, from Mamamia’s Gen Z strategy team (pictured) said: “Traditional media just doesn’t earn the same share of attention with our generation, we live in our social feeds because communities are our heartland. We used that insight to create KNOW, meeting Gen Z on their level, in a language and 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,” said Lawler.

“While Mamamia is famous for owning the attention of Australian women, what many people might not realise is that we also have years of experience making content for all people through our social and content agency, SQUAD.”

KNOW is a standalone brand from Mamamia, with its own ecosystem designed for Gen Z, by Gen Z. KNOW is the home for all the random content Gen Z crave, on the platforms they want.

KNOW launches March 2025 with an expansive content ecosystem.