Welcome to Matter’s 2026 Planning kick off, where we discuss some of the core insights we shared with clients this year and what is coming next. To work with us for your 2026 planning season, contact: [email protected] 🔎Studies estimate that at least 20% of engagement on social media comes from bots. TikTok alone has an estimated 256 million fake accounts. - The Guardian 🔎Reddits like r/femalefashionadvice (5.8 million members) and r/malefashionadvice (6.3 million members) - Reddit 🔎“Those who claim to have visited the cinema five or more times ‘in the last six months’ are over twice as likely as the average adult to have a family income of £75,000+”). - Kantar 🔎Strava, an app for runners numbers 135 million active users of which 76% are Gen Z and Millennials. - Strava 🔎“Exercise tends to be a rich person’s pursuit, but running skews even richer” - Financial Times 🔎 63% of Gen Z prefer Snapchat because “it’s more personal, more private.” - Snapchat