Lucy Blakiston

Lucy Blakiston is a New Zealand media entrepreneur and the co-founder and CEO of Shit You Should Care About, known as SYSCA, a youth-focused media company. Blakiston launched SYSCA with Ruby Edwards and Olivia Mercer, starting as a WordPress blog created during a political science lecture. The platform was designed to help young people engage with current events and news in an accessible way.

Blakiston applied skills developed from managing a One Direction fan account as a teenager—including social media management, photo editing, and audience engagement—to shape SYSCA’s distinctive editorial voice. SYSCA gained international recognition as its Instagram page grew to over 1 million followers, with posts shared by public figures and coverage of major events such as the Covid-19 pandemic, Black Lives Matter protests, and elections in the United States and New Zealand. Today, SYSCA operates as a global media ecosystem, featuring two podcasts, a daily newsletter, and a following of more than 3.5 million on Instagram.

As editorial director, Blakiston emphasizes accessibility and empathy in SYSCA’s content. The platform offers a free daily newsletter and is funded by subscribers who pay for premium content, including a book club, personal essays, and articles from contributing writers. Blakiston frequently speaks and consults on Gen Z engagement and digital media strategy, advising organizations on connecting with younger audiences.

In addition to her digital media work, Blakiston is the co-author of "Make It Make Sense," a collection of essays written with poet and writer Bel Hawkins. The book addresses the challenges faced by millennials and Gen Z in the digital age, offering commentary on contemporary culture and mental health.

Blakiston has received recognition in New Zealand, including the Go Media Young New Zealander of the Year Award, for her contributions to youth media and digital journalism. Through her work with SYSCA and beyond, Blakiston continues to influence how young people engage with news, culture, and social issues.