SYSCA
The news brand that made a generation care — from a Wellington flat to millions of readers
- Founded:
- 2018
- Location:
- Wellington, New Zealand
- Website:
- shityoushouldcareabout.com
- Reach:
- Millions of followers globally
- Acquired by:
- NZME (2023)
- What they do:
- Daily news for under-30s, via Instagram and TikTok
SYSCA
The news brand that made a generation care — from a Wellington flat to millions of readers
Shit You Should Care About (SYSCA) is a news media brand that distils global current affairs into accessible, irreverent daily content. Founded by three friends while studying at Victoria University of Wellington, it grew to reach millions of followers across Instagram, TikTok, and its own newsletter — becoming one of the most-read independent news sources for under-30s in the English-speaking world.
Co-founded by Lucy Blakiston, Olivia Mercer, and Ruby Edwards, SYSCA was acquired by New Zealand media company NZME in 2023. The founders remain involved in the brand's editorial direction.
Why Noteworthy
Three young New Zealand women built a global media brand from nothing, without venture funding, in a market everyone said was dying. SYSCA proved that voice and consistency beat scale and budget.
About this profile
This profile was researched and written by Noteworthy using publicly available sources. If something here is out of date or incorrect, let us know and we’ll review it.
