Published work
Published reports and news articles authored by Luba Kassova
Gen Z is engineering an analog future — and it’s at least a $5 billion opportunity - Fortune
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.
The Missing Women in Global Power
Driven by a passion to expose the truth and determination to describe history through evidence in times when data-led facts are being abandoned, Luba Kassova and Richard Addy were compelled to compile this report. It tells the story of women’s persistent and severe marginalisation in most senior roles in the world today.
Gen Z’s enthusiasm for all things touchable is resurrecting the analog economy—and costing parents
In this article, run by Fortune twice, Luba alights on an emerging trend among Gen Z. Seeking physical expression of their identity and respite from their digital fatigue, young consumers are driving a resurgence in vinyl records, CDs, print books, and live experiences, treating physical media as a premium, mindful alternative to the ephemeral nature of streaming.
Men rule the Grammys as women see hard drop in wins at 2026 awards
In this oped Luba analyses the 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.
A small country with a big message to the world
This is a social commentary on the series of anti-government protests in Bulgaria at the end of 2025. Luba argues that despite deep political distrust and division, Bulgarians united in mass protests driven by shared moral values—fairness, justice, and patriotism—transcending ideological differences. Anger over corruption and economic hardship mobilized diverse generations and groups, forcing government resignation and sparking hope for systemic reform, though concerns remain about entrenched elites regaining power.
21st Century Journalism Needs Emotions to Survive
In this essay Luba makes the case that journalism is bleeding readers because it ignores the emotional disengagement of its audience. Neuroscience tells us emotions shape how we value facts — yet newsrooms still sideline them. To survive, journalism must embrace emotional arcs, validate lived anxieties, and guide people toward hope and empowerment.
The Unseen Truth about Global Trust in News
In this article Luba Kassova and Richard Addy argue that the common claim of a global collapse in news-trust is overwhelmingly US-centric and misleading. By analysing over 500,000 news stories and seven major surveys, the authors show global trust has largely held steady — or even increased — especially outside the U.S., undermining the doom-laden narrative.
Case Study: Learning to Pitch Gender Sensitive Stories
Luba wrote a chapter in The Feminist Investigative Journalism Handbook, launched in October 2025, dedicated to helping journalists pitch stories that focus on the underrepresented. In it she argues that the dominant “MOWER” worldview (men, older, white, educated, richer) skews which stories are seen as newsworthy and shows how to make a strong, evidence-based case for inclusive journalism — highlighting gender gaps, under-covered power dynamics, and the value of reaching broader audiences. True to her style she shares personal practical tips for surviving burnout and sustaining hope.
Few Things Test Friendships Like Success
The Persistent republished a shorter version of Luba's longer Lubascope Substack essay where she reflects on how success — not just hardship — reveals the true nature of friendships. She opens up about having felt hurt by muted reactions from friends to her writing achievements and explores the causes sitting behind them. She admits to lowering her expectations over time, learning to seek self-validation and to cherish genuinely supportive friends more than ever before.
A story about fear and how to find our voice when we are being silenced
This is a Bulgarian translation of the earlier essay which Luba wrote for Coda Story titled: How to find your voice when you are being silenced. It has been republished by offnews.bg which is a leading online news provider in Bulgaria. The essay explores the anatomy of fear which is at the heart of all authoritarian regimes, old and new. It is also a manual for circumventing disempowering fear in favour of quiet defiance and human interconnectedness.
