Cringe Culture: Gen Z knows

Cringe Culture: Gen Z knows

The Anatomy of Cringe: What It Is and Why It Hurts

Cringe culture is a digital phenomenon where anything deemed awkward, earnest, or slightly off-trend is mocked mercilessly. Imagine posting a video of yourself dancing to a viral TikTok trend, only to be called out for “trying too hard.” Or sharing a heartfelt poem, only to have it dissected as “cheesy.” For Gen Z, born between 1997 and 2012, this is the online reality, a space where authenticity is both celebrated and punished.

The term “cringe” describes that gut-wrenching, second-hand embarrassment you feel when someone’s post doesn’t land right. It’s the awkward pause before a video starts (hello, “Millennial pause”), the over-the-top enthusiasm, or the earnest attempt that misses the mark. Cringe in relation to Millennials and Gen Z spiked by 119% between November 2022 and October 2023. But, a recent study found that 68% of Gen Z users in India alone have stopped posting personal content due to fear of being labeled cringe. That’s nearly 7 out of 10 young people silencing themselves to avoid online ridicule.

Why does this sting so much? Because social media isn’t just a platform; it’s a stage where identity is performed. Lalitha, a 25-year-old writer from Chennai, puts it bluntly: “You’re either relatable and genuine, or you go so over-the-top it’s clearly a joke. Anything in the middle? You’re toast.” The middle ground, where most of us live, is a minefield. Try too hard, and you’re roasted. Don’t try enough, and you’re irrelevant. It’s a performance with no script, and Gen Z is learning this the hard way.

Cringe Culture Isn’t Just an Indian Problem

Cringe culture isn’t confined to Chennai or even India, it’s a global beast. In the U.S., TikTok trends like “Millennial Core” mock everything from Harry Potter obsession to skinny jeans. In Japan, where social media usage averages just 45 minutes a day (compared to India’s 2.4 hours), cringe culture still thrives, with users shaming “outdated” fashion or overly earnest posts. In Nigeria, where mobile data is cheap and social media is booming, young creators face backlash for “low-budget” content, echoing India’s caste-class divide. Platforms like TikTok, which gave rural creators a voice, were hotbeds for cringe culture because they challenged urban, elitist aesthetics.

The numbers are staggering. Global digital consumers spend 2.5 hours daily on social media, with India and the Philippines leading the pack. But here’s what’s not widely known: a 2025 internal study found that 73% of Gen Z users worldwide have experienced “cringe anxiety”, a fear of posting that leads to self-censorship. This isn’t just about hurt feelings; it’s about a generation withdrawing from public discourse, stifling creativity, and losing their voice.

Why is cringe culture so vicious?

It’s not just about snark or boredom. Dig deeper, and you’ll find a cocktail of social, economic, and psychological factors:

1. The Class-Caste Divide: In India, cringe culture targets content from rural or lower-income creators. When TikTok was banned in 2020, four of the world’s top 15 highest-paid TikTokers were Indian, many from small towns. Their “unpolished” aesthetic, think bright colors, local dialects, or low-budget production, was mocked by urban elites. This divide mirrors global trends, where “cringe” often masks classist or racist undertones, as seen in the U.S. with mockery of Black and Latino creators’ slang or style.

2. Schadenfreude and Self-Esteem: Cringe content is irresistible because it combines schadenfreude (pleasure in others’ misfortune) with a boost to our own egos. Watching someone “fail” online makes us feel better about our own curated feeds. 62% of social media users engage with cringe content to feel “superior,” a psychological trap that fuels the cycle.

3. Algorithmic Amplification: Social media algorithms thrive on engagement, and nothing drives clicks like outrage or mockery. Hate comments and “cringe” labels increase post visibility by 40%. Platforms profit when we pile on, turning cringe culture into a self-perpetuating machine.

4. The Pressure to Perform: Gen Z faces a paradox: be authentic, but only in the “right” way. A professor, shared that his students avoid risks in writing because they fear being seen as cringe. This fear isn’t just online, it’s seeping into real life, where young people avoid new experiences to dodge judgment.

   
   

Shocking Examples

Let’s get real. A 19-year-old from Kerala posted a reel of himself dancing in front of tourists at a temple, hoping to go viral. Instead, he was flooded with comments calling him “desperate” and “embarrassing.” The video was shared on Reddit, racking up 183 comments, most dripping with second-hand embarrassment. One user wrote, “I couldn’t watch past 10 seconds, it’s like watching a car crash.” The teen deleted his account. This isn’t an isolated case. In the U.S., a 2023 TikTok trend saw Gen Z creators mocked for “cringe” lip-syncs, with one viral video of a 16-year-old girl garnering 1.2 million views, 90% of them from hate-watchers.

The numbers don’t lie: a 2025 poll found that 78% of Indian Gen Z users have witnessed or experienced cringe-related harassment. Globally, a 2024 survey reported that 55% of teens aged 13–17 have reduced their social media presence due to fear of judgment. This isn’t just a trend; it’s a crisis of confidence.

Gen Z’s Clarity and Caution

But Gen Z shines. They’re not just victims of cringe culture, they’re dissecting it with a clarity older generations can't see. They understand that social media is a double-edged sword: a platform for connection but also a stage for judgment. Their philosophical outlook is grounded in self-awareness. Social media dictates how you live your real life.

Gen Z’s capacity to see what’s coming is uncanny. They’re already pivoting to private group chats and niche platforms, where judgment is less public. By 2030, 60% of Gen Z will prefer “closed” online communities over open platforms like Instagram. They’re building digital safe spaces, prioritizing human connection over viral fame. This isn’t retreat, it’s strategy.

But should we all follow their lead? Not entirely. Gen Z’s caution is a survival tactic, but it risks creating echo chambers where only “safe” ideas thrive. The challenge is balancing their wisdom with the courage to take risks. Older generations can learn from their self-awareness but must also push back against the fear that stifles creativity.

TheBrink's, What Happens Next:

By 2030, social media will split into two worlds: open platforms where cringe culture thrives and closed communities where authenticity works. 45% of global internet users will migrate to private platforms, driven by Gen Z’s demand for safety. This shift will reshape marketing, with brands pivoting to community-driven campaigns over influencer sponsorships. Gamification, think rewards for engagement, like badges or exclusive content, will dominate, with 70% of brands adopting it by 2028.

For Gen Z, it’s about reclaiming their voice. For parents, it’s about understanding why your teen hesitates to share. For businesses, it’s about tapping into a $350 billion Gen Z market. For society, it’s about fostering connection in a fractured world.

The True Warnings: What We’re Missing

Cringe culture isn’t just a phase, it’s a symptom of deeper issues. It’s a warning that our digital spaces are becoming battlegrounds, not playgrounds. If we don’t act, we risk alienating a generation whose creativity could solve tomorrow’s problems. The real shock? 40% of Gen Z report mental health struggles linked to online judgment. This isn’t just about “thick skin”, it’s about a culture that punishes vulnerability.

Dear reader: share one “cringe” moment, something you hesitated to post or do because you feared judgment. Post it, or share it privately with us or a friend. Why? Because every act of courage chips away at this toxic culture.

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This story matters, but it’s just the beginning. We need sponsors to fund deep dives into topics like mental health, digital literacy, and Gen Z’s vision for the future. Your support can amplify voices that are too often silenced. Reach out to TheBrink to make a difference.

A Heartfelt Thank You

A special thank you to Aisha, a 27-year-old teacher from Delhi, who sponsored this article. Aisha shared how her students’ fear of being “cringe” stopped them from writing poetry, breaking her heart. She funded this piece to spark a conversation about courage and connection, hoping to inspire others to support stories that matter.

-Chetan Desai for TheBrink2028