The success of Shit You Should Care About has been down to Lucy Blakiston’s focus on social media at a time where news avoidance is growing

Lucy Blakiston, the 27-year-old founder of a thriving global media company, loves being underestimated. And swearing.

“I wear on purpose the girliest, pinkest, most colourful outfit to an event of tech-Bros,” she tells the Guardian from her home in New Zealand’s capital, Wellington.