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Where human stories and evidence ignite

Learn more about Luba Kassova

Luba Kassova
Highlights
article I fled communism. Are Gen Z drawn to it?
I fled communism. Are Gen Z drawn to it?

As someone who grew up in an authoritarian communist regime, Luba was shocked to stumble across research showing that a third of US Gen Z adults – more so than any other generation – view communism favourably. Why? Luba seeks the answers in conversations with two teenagers – Fenley Scurlock (18), the author of the award-winning book Down to Business, and Harper Bruner (17), who lives in Atlanta.

Learn more: I fled communism. Are Gen Z drawn to it?

article Gen Z is engineering an analog future — and it’s at least a $5 billion opportunity
Gen Z is engineering an analog future — and it’s at least a $5 billion opportunity

In this piece Luba explores how Gen Z - the digital natives - fueled by anemoia, are increasingly rejecting screen-dominated lifestyles and forging an analogue future, filled with physical experiences, real world connections, digital detoxes and tactile goods. This isn't just a "cyclical fashion trend" but a structural shift. Many young people are intentionally "engineering an analog future" to reclaim their attention and social skills.

Learn more: Gen Z is engineering an analog future — and it’s at least a $5 billion opportunity

article Men rule the Grammys as women see hard drop in wins at 2026 awards
Men rule the Grammys as women see hard drop in wins at 2026 awards

In this oped Luba analyses the 2026 Grammy winners, highlighting the findings from the "The Missing Voices of Women in the 2026 Grammys" report.  The analysis exposes the sharp year on year decline in women Grammy winners who accounted for only 22% of the award winners this year. Men swept the "Big Four" categories and dominated 96% of Production and Engineering fields. This hard drop points to a regression in music industry equity, as women were notably marginalised in most genres.

Learn more: Men rule the Grammys as women see hard drop in wins at 2026 awards

article The Missing Women in Global Power
The Missing Women in Global Power

In this interview (starting at 3:30), Luba discusses AKAS’ “The Missing Women in Global Power” report with Annette Young on FRANCE 24’s The 51%. They speak about the deeply worrying reality whereby women are not steering the ship that is our future alongside men at this critical juncture for humanity, when wars are proliferating and AI agents are taking a central role in our lives.

Learn more: The Missing Women in Global Power

article The Global Misogyny News Coverage Tracker
The Global Misogyny News Coverage Tracker

The Global Misogyny News Coverage Tracker is the seventh report in the award-winning Missing Perspectives series which Luba authored. This solutions-based report is anchored in five groundbreaking methodologies including content analysis of millions of stories. The report examines the inadequacy of global news coverage of violence against women and how to help the journalism industry step up its game.

Learn more: The Global Misogyny News Coverage Tracker

article Why is Gen Z so exhausted?
Why is Gen Z so exhausted?

All year I’ve been pondering: Why are young people so tired? Is this a global trend or just confined to the US? Are they more exhausted than previous generations or are we all haemorrhaging energy due to the pressure of the growing threats societies are trying to shield themselves from?

Learn more: Why is Gen Z so exhausted?

About
Luba Kassova

Luba Kassova is an award-winning journalist, researcher, strategist and TEDx speaker covering social trends, equality, Gen Z and media. Her written work and articles have been referenced or published in over 400 news outlets in more than 80 countries across the world, including The Guardian (AI), The Guardian (vaccines), The Guardian  (women), The New York Times, Forbes, CNN, The Washington Post, The Independent, The Conversation, Bloomberg, Fortune (gen Z), Fortune (communism), Fortune (politics), New Lines Magazine, Foreign Policy, Press Gazette, ijnet, Reuters Institute for the Study of Journalism,  Poynter Institute, El Pais, Deutsche Welle, Nation Media Group, bTV, EUObserver, Balkan Insight and many others.

Learn more about Luba Kassova

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