Second Company- Thred Media

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Why the transformation from iCoolKid to Thred Media?

'Along the way, young people started to reach out and share their real-life personal situations with me. At first, it was a couple of messages a week and then grew over the next two years to multiple messages a day. Each one that I read, gave me a better and more realistic understanding of what other Gen Zers were going through from all four corners of the planet. 

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It also made me realise that I was naively unaware of the plight of the very Gen Z community I was supposed to be representing. Whether it was gay teenagers in Russia who were feeling suicidal because they were unable to come out to their parents, young girls using litter from garbage bins as feminine hygiene products, or very young teens digging out trenches near their schools in order to get clean water. The topics spanned the spectrum of social change issues, things I was so unaware of, having grown up in a safe, clean, and progressive household.  
 

After hearing hundreds of heartfelt stories, each one more poignant than the next; I started to think a lot more about how I wanted to use my website and what the longer-term goals should be. I wanted it to strive for greater levels of education, ultimately leading to actionable steps and change at scale.'

In 2019, Jenk embarked on a new journey that involved 4 steps:

Renaming iCoolKid to Thred- the name Thred was chosen because there was a thread of continuity that connected all the stories Jenk was hearing. The thread was the need for change.

​Refocusing the content to 100% social change, not just part, but the entire site.

Repositioning the demographic, moving from 8-13-year-olds, upward to 16-24+.

Restructuring the company to include Consulting services alongside the publishing vertical so we could speak with companies, give them real-time insights and get their buy-in on our movement and better understand Gen Z beliefs and behaviours.

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Thred

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Thred Website
July 2020, Jenk hard launched Thred.com – a whole new website that was 100% social change focused and available in 17 languages - 89% of Gen Z live in emerging and developing countries. A place where they can learn and share the latest trending social change topics while engaging in dialogue about the issues that are relevant and important to their generation.

Thred's goal is to inform, inspire and impact the most amount of like-minded people to take action locally in order to affect global change at scale. We hope Thred will be a positive and unifying force that will galvanise social spirit by supporting & integrating with the Gen Z movements globally. 

In addition to the editors and in house writers, Thred is building out a global eco-system of young journalists and activists that want to share their journeys. These remote writers focus on news and social justice with a refreshingly authentic and transparent 'on the scene' reporting style. Empowering young activists & writers by giving them a platform to voice the Gen Z movement is at the centre of our company.

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In January 2023, ThredMedia.com website launched the commercial side of the business. Thred Media consulting combines insights and expertise from our far-reaching network of Gen Z influencers, activists, entrepreneurs and social media communities. This enables Thred Media to deliver the most targeted real-time data, up to date trends analysis and a genuine approach for engaging and harnessing share of mind of this game-changing generation. ​