Data suggests the younger crowd prefers not to overshare and values digital privacy and control.

Originally published in print and online by The Straits Times on 14th March 2025.

In 2012, Instagram’s activity feed was the place to be. 

It was where users – primarily millennials – tracked everything from who their friends were liking to what their exes were up to. However, as tastes changed and this was seen as an invasion of privacy, Instagram got rid of the feature several years ago.

Fast forward to 2025, and the once-central feature is making a quiet return, but it’s stirring a far less enthusiastic reaction from its primary user base now: Gen Z. The revivalof Instagram’s activity feed has sparked conversations that are less about nostalgia and more about the growing desire for privacy and control over one’s digital life.

I’ve seen concerns raised about its impact – especially within mental health and self-improvement communities on Reddit. One user even shared that the update made them rethink engaging with Instagram Reels altogether, worried that public likes would expose personal tastes and browsing habits they would rather keep private.

To share or not to share?

While some people enjoy it, many Gen Z users– those born between 1997 and 2012 –are questioning the relevance of publicising their personal lives and interactions in an era where online presence is increasingly curated and intentional.

This sentiment isn’t just found on Instagram, it’s felt across the board. It’s a reaction against the culture of oversharing that has dominated social media over the last decade.

A 2023 report by cyber-security firm Malwarebytes revealed that 62 per cent of Gen Z are more concerned about their private information being exposed online (like photos, mental health, or sexuality) than traditional cyber-security threats such as viruses or malware.

In January, a study by Ernst & Young found that nearly half of 18 to 34-year-olds view their online activities as more disruptive than beneficial to their well-being, with many citing concerns about compromised data and mental health. Similarly, a McKinsey Health Institute study revealed a link between higher screen time and poorer psychological well-being.

The Malwarebytes study revealed that Gen Z’s privacy concerns stretch far beyond the threat of security breaches. For my generation, the stakes include the interpersonal fallout – how they are perceived by others, the strain on relationships – and the emotional and physical tolls that can come with oversharing. Perhaps most strikingly, most of us place a premium on consent, insisting on control over what gets shared and emphasising the ethical responsibility of seeking approval before posting.

A quiet but growing trend of disengagement with public feeds, especially the activity feed, is indicative of a broader cultural shift away from passive, performative consumption of content. But what’s driving this change?

Control over consumption

One big factor driving this shift is the growing awareness about our digital footprints – how what we do online today could come back to haunt us later. What used to be spaces for self-expression are now increasingly being seen more as areas where we need to be cautious and manage risks.

According to a 2017 US CareerBuilder survey, 70 per cent of employers now turn to social networking sites to vet job candidates, a figure that has held steady at its highest level in a decade. The consequences of this online scrutiny are stark: 43 per cent of employers have found content that led to a hire, while 57 per cent have discovered material that led them to rule out a candidate altogether.

This also reflects a broader desire for autonomy. In a world where data is constantly being collected and surveillance feels inevitable, Gen Z wants to take back ownership of their digital selves. As Instagram’s head, Mr Adam Mosseri, noted, users, especially teens, now spend more time in private messaging and stories rather than posting publicly. 

This marks a departure from the early days of social media, when platforms like Facebook and Instagram promoted public sharing and engagement through likes and followers. Today, many users are gravitating towards more private, intimate spaces within apps like Reddit, Discord or Nextdoor. 

There’s also a growing sense of disillusionment with social media in general.

Unlike millennials, who embraced the idea of building personal brands and curating their lives online, Gen Z is starting to see through the performative side of it all. What was once a place for sharing personal stories now feels more like a stage for curated perfection – something that younger users are definitely picking up on.

A recent US survey by The Harris Poll found that nearly half of Gen Z wishes platforms like X (formerly Twitter) and TikTok never existed, with 47 per cent and 43 per cent of respondents, respectively, agreeing that these platforms should have never been created. 

Many Gen Z-ers express concern about the negative impact of social media, with 45 per cent saying they wouldn’t let their children have smartphones before high school, and 57 per cent supporting restrictions on smartphone access for younger children. Additionally, 69 per cent believe social media companies should offer child-safe options for users under 18. This reflects a growing desire for safer and more responsible platforms.

The rise of decentralised, niche networks like Discord and Telegram highlights a growing demand for more control over data and affinity-based discussion spaces, such as Facebook groups, Discord servers, Telegram channels and Subreddits. The resurgence of niche communities is evident, seen in the success of platforms like Letterboxd for film fans and Goodreads for book lovers. 

A large chunk of this growth comes from Gen Z users who are looking for an alternative to the mainstream platforms, craving a more authentic online experience. It’s clear that younger generations are moving away from the idea of social media being about numbers and quantity, and are instead prioritising quality and meaningful interactions.

As a result, they are becoming increasingly selective, retreating into more protective spaces to express themselves.  

Scroll with caution

Growing up with fake news, misinformation and deepfakes has made more Gen Z-ers cautious about what they consume and share online. So, when Instagram brought back the activity feed, it probably felt like a step back for my generation that has already learnt the hard way about the risks of oversharing.

Digital literacy now isn’t just about knowing how to post, it’s about knowing when not to.

As social media platforms get more complicated with algorithms boosting certain content, young people are becoming a lot more intentional about how they use them. There is a stronger realisation that social media is not just a space for entertainment or passive consumption of content – it is an extension of our identities. We’re thinking twice before re-sharing stuff, following brands, or associating with certain people.