WEALTH November 8, 2025 0 Comments

How Trusted News Can Supercharge Your Brainpower and Crush the Competition—Before It’s Too Late

Remember when your mom warned you that sitting too close to the TV would turn your eyes square? Funny how those old cautionary tales seem quaint now, replaced by a new-age worry: brain rot. This isn’t just some catchy phrase—it’s the real deal. Our brains today are hooked on a nonstop dopamine drip from social media’s endless parade of bite-sized videos, each clamoring for our attention like a street performer on steroids. But here’s the twist: while everyone’s quick to bash the younger generation for short attention spans and info overload, fresh research out of Ireland flips the script. Turns out, 16- to 29-year-olds aren’t just scrolling mindlessly—they’re hungry for news they can trust and actually turn to established media brands to get it. For those in marketing or brand strategy, this study is a game changer. It shows that despite the noise, trust in reliable news sources isn’t just alive—it’s thriving, shaping opinions and even driving purchases. So maybe it’s time to rethink how we engage with these savvy digital natives and meet them where their faith lies. Curious how all this fits together? LEARN MORE

I vividly remember my mother warning me that if I sat too close to the TV, my eyes would turn square, writes Chris Cashen, group head of strategy at WPP Media Ireland.

It had a grain of plausibility, so you couldn’t wholly dismiss it.

Fast forward to today and replace square eyes with brain rot for this generation.

Brain rot refers to the tendency of your brain to seek constant novelty, which can impact your attention span and self-control.

Social media has its fair share of blame. There is a continuous stream of fast-paced, never-ending flood of videos designed to capture and hold your attention by constantly triggering your brain’s reward system.

Each short, entertaining clip releases a small burst of dopamine, the “feel-good” chemical, making you want to keep watching for more instant gratification.

The implications of brain rot are wide-reaching. Low-quality sources, misinformation and falsehoods may ultimately prevail.

However, the recent News for the Next Generation study, a ground-breaking research collaboration between NewsBrands Ireland and Colourtext, has upended common assumptions about young people’s relationship with news.

It reveals that Irish 16- to 29-year-olds are deeply invested in news, turning to established media brands for trustworthy information, in-depth analysis and credible product reviews.

For agencies and brands, these findings signal a significant opportunity and a call to recalibrate strategies for audience targeting and brand positioning.

In an era of rampant misinformation and the proliferation of AI-generated content, trust is a rare commodity.

The study, based on a nationally representative survey of 2,000 Irish youths, reveals that 87 per cent rate established news brands as trustworthy.

That outstrips influencers and even TV news.

Notably, 57 per cent of respondents turn first to news brands, online or in print, to verify stories seen on social media, while 61 per cent believe journalism is vital to society.

This high level of trust in news brands should reassure and instil confidence in the audience.

Trust remains the fulcrum that pivots and augments young people’s relationship with news brands like The Irish Times and Irish Independent.

They validate information, engage in meaningful discussions and take real-world actions, from signing petitions to making purchases.

For brands, campaigns anchored in reputable news environments are more likely to resonate and prompt action among younger audiences.

Contrary to the stereotype of apathetic youth, the research uncovers a generation with wide-ranging interests and a consistent appetite for news.

Eight in ten engage with Irish news brands weekly, and 81 per cent can spontaneously name a major current news story.

Their motivations are multifaceted: staying informed on current events (60 per cent), participating in discussions (27 per cent), connecting with their community (32 per cent) and seeking in-depth analysis (58 per cent).

This diversity of interests among young people should be respected and considered in content strategies.

For agencies, this means audience segmentation must go beyond simple demographics.

Young people are not a monolith; personal passions, social needs and a desire for credible information drive their news consumption.

Content strategies that reflect this diversity will be better positioned to capture attention and foster engagement.

That includes encompassing politics, international affairs, entertainment and technology. Perhaps most compelling is the clear link between news brand environments and consumer behaviour.

Four in five young people have taken a commercial-related action, such as signing up for a service after exposure to a national news publication and one in five have made a purchase.

Reviews and advertising within news brands carry a unique “aura of legitimacy”, with 53 per cent more likely to recommend a product positively reviewed in a news brand.

Nearly half agree that such content enhances perceptions of product quality and popularity.

This “halo effect” means that brands advertising within trusted news platforms benefit from the credibility of the editorial environment.

For agencies, leveraging these platforms is not just about reach, but about trust transfer, where the integrity of the news brand elevates the perceived legitimacy of the advertiser.

The study serves as a wake-up call for agencies and brands, highlighting that young Irish audiences are not only highly engaged with news but also rely on established news brands as trusted arbiters in a noisy media landscape.

57 per cent of respondents turn first to news brands, online or in print, to verify stories seen on social media, while 61 per cent believe journalism is vital to society.

For those seeking to influence this demographic, the path forward is clear: meet them where trust lives.

There is hope for the supposed deterioration of young people’s intellectual state.

Despite the heightened sensitivity to short-term rewards they get from social media, their relationship with news brands in Ireland is robust.