Q&A with Lucy from Shit You Should Care About 🎙️

Unfiltered News, Unwavering Voice: Lucy Blakiston’s Journey with ‘Shit You Should Care About’ at Web Summit Lisbon 2025

Lucy Blakiston, Co-Founder and CEO of “Shit You Should Care About,” shared her journey at Web Summit Lisbon 2025. She expressed appreciation for the event’s staff, highlighting their kindness over interactions with executives. Ms. Blakiston also noted her enjoyment of Lisbon’s rainy weather, finding it refreshing. Her platform’s unique approach to news has garnered a significant following.

The platform, launched in 2018, was initially conceived as “Stuff You Should Care About” before quickly evolving into “Shit You Should Care About.” This edgy and self-marketing name has successfully drawn attention and sustained the platform for seven years, making it a recognizable brand. It reflects her desire for an accessible and direct communication style.

What began as a university hobby, driven by Ms. Blakiston’s desire to make news engaging and understandable, became a full-time commitment around late 2020. She aimed to provide funny commentary and clear explainers, transforming her personal “doom scrolling” into a productive and less depressing activity for millions. This approach resonated deeply with her audience.

After reaching 3 million followers, a mentor advised monetization, leading Ms. Blakiston to embrace the CEO role. Crucially, she declined investment offers to maintain editorial independence, ensuring she could always speak “the side of the people” without external pressure. This decision underscores her commitment to her values and audience.

Her audience actively contributes by suggesting topics, and their feedback, including criticism, is valued for learning. Ms. Blakiston relies on an intuitive “gut instinct” developed over eight years to select global news, aiming to inform without causing distress, especially for her significant US audience. She strives to deliver news “without giving them the blues.”

Ms. Blakiston operated anonymously for five years, building a brave voice before revealing her identity at age 26, feeling personally resilient. She emphasizes authenticity, preferring to “lean into cringe” rather than meticulously curate her online persona, and her platform remains focused on her writing, not personal branding. This transparency has fostered a strong connection.

To combat burnout, Ms. Blakiston maintains a stable home life in New Zealand, separating work from personal time. She openly communicates breaks to her audience, recognizing her well-being is vital for the business. The future of “Shit You Should Care About” lies in newsletters, offering direct audience ownership free from algorithmic control, ensuring continued independence and reach.