When we talk about cultural relevance, it’s usually framed as a growth strategy—how to stay visible, competitive, or influential. But in a recent conversation on the In Community podcast, Sharon Mussalli, CEO of NowThis, made something clear: cultural relevance is also a wellbeing issue.
Sharon works at the center of Gen Z media, where audiences are highly attuned to what feels real versus performative. One of her most striking insights—“Teen girls are the nucleus of fandom”—isn’t just about pop culture. It’s about discernment. Younger audiences instinctively protect their emotional energy. They quickly decide what feels trustworthy, affirming, and worth engaging with.
That instinct is a form of self-preservation.
How Gen Z Filters for Wellbeing
For Gen Z, and increasingly for all of us, content is filtered through a wellbeing lens: Does this respect my identity? Does it add value? Or does it drain me? When media misses the cultural context, it doesn’t just fail strategically—it contributes to overload, mistrust, and burnout.
This is why Sharon emphasized less reach for more relevance. It’s not a compromise—it’s a healthier model. Chasing virality rewards volume over meaning and speed over care. Relevance, when done well, reduces noise. It creates clarity. It allows audiences to engage without feeling manipulated or exhausted.
Leadership, Trust, and Burnout
That same philosophy shows up in how Sharon leads. She spoke about empowering creators, loosening control, and hiring for passion and curiosity rather than perfection. These aren’t just management preferences—they’re wellbeing decisions.
Teams that feel trusted and culturally understood are more resilient. They experience less burnout and more ownership over their work. When people don’t have to perform or code-switch constantly, they have more energy to create.
Media’s Responsibility to Mental Health
Mental health wasn’t treated as a buzzword in the conversation—it was treated as a responsibility. Media shapes how people understand themselves and the world. When storytelling lacks authenticity or cultural awareness, it can reinforce alienation. When it’s thoughtful and grounded, it can foster belonging and trust.
Sharon also highlighted the importance of holding both logic and emotion. “I love math and use it every day,” she shared, underscoring that data and creativity don’t compete—they complement each other. Sustainable success requires both structure and sensitivity.
Why This Matters Beyond Media
For professionals navigating high-pressure environments, the takeaway is practical: relevance is a boundary. It’s a way of saying no to work that’s loud but empty, and yes to work that’s intentional and aligned.
Prioritizing cultural context isn’t about keeping up. It’s about conserving energy, building trust, and creating healthier ecosystems—for creators, teams, and communities alike.
