On the court, the WNBA is thriving. After 30 years, its players are receiving a historic payout, along with a massive TV distribution deal that will mean more games, and hopefully even more fans. But off the court, all that attention has some downsides. Most recently, it means that the culture war has come for the WNBA.

Specifically, the league has found itself at the center of a debate over transgender athletes and women’s sports, one that Indiana Fever guard Sophie Cunningham ignited last month. 

Cunningham, 30, has gained a reputation as an “enforcer” for her All-Star teammate, Caitlin Clark. In July, she told ESPN that “I think that I am here to extend love, but I also think that with love is truth, being honest. And I want to protect young girls in a locker room or young girls in sport who shouldn’t have to go against biological men.”

No known trans athletes have ever played in the WNBA, but that hasn’t much deterred pundits from weighing in. It’s the latest instance of the WNBA playing a central role in conversations about race and gender — even as most of the outrage is happening outside the court, while players and coaches would rather focus on basketball.

To get a better sense of what’s going on in the league — and why — Today, Explained co-host Noel King spoke with Ringer staff writer Seerat Sohi, who covers the NBA, WNBA, and women’s college basketball, about why the WNBA can’t seem to escape the culture wars.

Below is an excerpt of their conversation, edited for length and clarity. There’s much more in the full podcast, so listen to Today, Explained wherever you get your podcasts, including Apple Podcasts, Pandora, and Spotify.

What is it about the WNBA ?

The WNBA is a league that invites, frankly, a lot of distraction, both because of its own institutional failures — I do think the WNBA really struggles at telling its own story and has at times run away from its own story — but I think in general, the WNBA has become fertile ground for the culture wars, as we put them, because the league has exploded in popularity at the same moment in the country where we are embroiled in this cultural, political, legal fight over what the role of women is in society. 

Let’s break this down to the two pieces you mentioned. You referenced institutional failures. What do you mean? 

The WNBA, from the top down, has been understaffed, and it has historically been marketed in a way that is obsessed with trying to bring in some apocryphal average American, the nuclear family. And at the same time, this has been a league that has been defined by people who have historically existed on the margins. They are female athletes at a time when historically female athletes were not paid much attention to, and in fact were mocked.

It’s the league that is primarily Black, that is openly queer, that is politically outspoken. And the league has always tried to toe the line of marketing the faces that feel more like a girl-next-door type of vibe.

To the point that early on, we can look at, for example, Sue Bird, who, when she entered the league [in 2002], was encouraged to not come out. 

And if you look back at pictures of her, she is dressed in a way that not only is it feminine, but it is also not the issue. The issue is that she’s very clearly uncomfortable in her own skin. Diana Taurasi, whose jersey was just retired — if you look back at her awards, it’s the same thing. 

Fast-forward to 2026, these are queer icons who are highly marketable in the media environment that we are in right now, but the WNBA has always been behind the eight ball in that regard because it has run away from its identity.

So by institutional failures, what we mean is maybe a lack of bravery or a lack of spine. You also said this exploded because the WNBA is of great interest at this moment to right-wing figures. What do you mean by that?

The right cares about the WNBA in the same way that it cares about who becomes a Disney princess. It understands the power of a good story. It understands symbolism. To see women on that stage thriving, to see them sweaty, to see them wanting, to see them be the main character instead of the object of somebody else’s affection or interest, to see them be the subject and be the ones that are going for something as opposed to being on the sidelines. 

That in and of itself alone is very, very powerful. And then you think about where the WNBA is politically. This has always been a league that has been very outspoken. This is a league that in 2020 helped flip a Georgia Senate election and actually ousted their then-owner of the Atlanta Dream who spoke out against the Black Lives Matter movement. 

I always understood the WNBA to have a smaller fan base. But the situation with Sophie Cunningham has made me realize it is much larger and much more middle-of-the-road than I would have thought. Did something change recently? Did the fan base of the WNBA grow? 

[Indiana Fever All-Star] Caitlin Clark was an explosive figure. Caitlin Clark was really a gateway drug for WNBA fans. The sheer amount of eyeballs that she has brought to the game, the attention, her logo threes. She is the type of player that makes children out of all of us. And then there’s also this right-wing movement that has latched onto her as a symbol. 

Why is that? For someone who doesn’t watch many games, what’s going on? 

Caitlin is white and straight. That is a demographic that I guess you could say is maybe underrepresented in the WNBA. And there was a feeling when she came into the league that she wasn’t welcomed in the same way that maybe other stars in the past have been. There was a sense that maybe there was some resentment. 

Now, I don’t know if that’s true. I would imagine, look, these are human beings that we’re talking about. There was probably a spectrum of feelings when you think about it. This was a league that didn’t have charter flights. Caitlin Clark comes in, they get charter flights. 

Now, obviously that’s great for the players, but I also think that there was a feeling of, “Oh wait, the WNBA could have done these things that we’ve been advocating for for a long time. Now they’re finally listening because Caitlin is here.”

She is, ironically, an organic phenomenon that is bringing to light the manufactured failures of the WNBA in the past. 

Caitlin Clark goes to the WNBA. The WNBA grows its fan base to include people who traditionally were not watching. And then what is the leap from that fact? More people at games, more eyeballs on games. More eyeballs on players, to a conservative movement seizes upon the WNBA and says, “We’re gonna make something out of this.” How did you see that play out? 

It started with the 2023 college national title game, when Caitlin was still in college. And she went up against Angel Reese from LSU. LSU won that game. And after the game, Angel Reese did the “You can’t see me” taunt by John Cena, and it was actually something that Caitlin did [previously] in the Elite Eight. It was taken as trash talk. Angel then repeated that symbol to Caitlin after they won and pointed at her ring.

In the aftermath of that, Angel Reese was called all kinds of things by not only conservative commentators — a lot of this was conservative commentators, but you also had people like Keith Olbermann, who’s a former SportsCenter anchor and probably somebody who’s a little bit more in the middle of the road, calling her classless.

I think a lot of the WNBA fans took those things to be dog whistles, that it was a form of racism. And there was also just overt racism. There were just words that you and I would not say and would not repeat here that were thrown at Angel Reese, who has also dealt with a lot of vitriol since that moment. 

That moment changed both of their lives, frankly. And that was really the inciting incident. From then on, I think that there were a lot of people in the new media landscape that recognized that the WNBA was a fault line for a lot of our modern discourse in America. 

It is a league that you can use as a proxy to talk about race, gender fluidity, femininity, DEI, labor politics. It is probably the most modern American league that we have.

And if you look back at the history of sports, I think Americans have always used sports as a proxy to talk about things that aren’t actually about the sport. And the WNBA is really just the latest vessel of that.

Something happens to kids when they’re about 9 years old. Before then, they’re voracious little bookworms, with most of them saying they read for fun at least five days a week. After their ninth birthday, only 35 percent still do. 

Experts call this phenomenon “the decline by 9,” and they spend a lot of time trying to figure out how to stop it. They talk up and cherish the books that break through: the Harry Potters and the Percy Jacksons, which got so many kids to keep reading through those danger years and which sold so well through millennial and Gen Z childhoods. Publishers keep looking for new books compelling enough to keep kids away from their screens and glued to the page. 

But for the past 10 years, books for kids ages 8 to 12 (known as middle grade) have been selling less and less. 

“It had been happening for maybe a decade, very very slowly,” said Joanne O’Sullivan, a children’s book author and reporter for Publishers Weekly. What had been a gradual slope got dramatically worse in 2020. And in the years since the pandemic, publishers have shut down multiple middle-grade imprints, culminating in it happening twice this year. 

No one in publishing is entirely sure why kids books stopped selling, but there are two major theories. One says that children are no longer reading as much as they used to, because they are worse readers than previous generations were. The age group that used to happily devour Harry Potter is now distracted by iPads and YouTube shorts, so they never developed the ability to sit down and focus on a printed page. Their reading scores, which started falling in 2014, tell the tale.

The other theory says that the kids aren’t the ones who changed — publishers are. Starting in the 2000s, middle-grade books began getting long, with the average going from 174.5 pages in 2006 to 290 in 2016. According to this narrative, publishers flooded the market with books too difficult for their target audience. Kids responded by tuning out. 

Whichever theory is true, the fact remains that all those ravenous 8-year-old bookworms depend on middle-grade publishers to keep on reading after they turn 9. The publishers who sell these books have built massive businesses on their ability to supply kids with exciting, addictive stories. If they’re failing, what will kids turn to for entertainment instead?

Why did tweens lose interest in books?

Reading decline happens during the big transition all middle-grade readers go through: moving from short illustrated chapter books to fully fledged novels. It’s a pain point. 

“They’ve been doing short chapter books; they’ve been doing those leveled readers in the classroom; and, then, all of a sudden, what’s available to them is a lot chunkier, more challenging,” O’Sullivan said. She described the transition as “abrupt,” adding, “that’s not necessarily just for kids who are struggling with reading. That’s also for kids who like reading and are capable.” 

“If you have a kid who’s not a very confident reader, a long book is very intimidating,” Kelly Dickinson, a middle school librarian in Bethesda, Maryland, told Vox. “They just stall out before they can even pick one, because they look at it and they think, ‘I can’t read that.’” 

The shadow of Harry Potter, with its doorstopper volumes approaching a thousand pages, looms large here. Before Harry, a standard middle-grade novel might look like The Baby-Sitters Club volume The Truth About Stacey, which clocks in around 35,000 words. In a Substack post in April, Vicky Weber, an author, literary agent, and author coach for middle-grade books, pointed out that Sorcerer’s Stone was 76,944 words long, already pushing the limits of a middle-grade reader’s attention. After the books became phenomenons, they got much longer; Order of the Phoenix was 257,045 words, which is heftier than most adult novels. As publishers raced to catch up, their books began to expand, as well.  

“When something becomes really popular, other publishers try to replicate that success,” Weber told Vox. “I think one of the things we didn’t take into account is how many Harry Potter readers were adults.” 

While middle-grade books really did get longer, everyone I spoke to also acknowledges that kids’ reading scores really did drop, too. Kids have lost a lot of their unstructured play time to the grind of organized sports and music lessons, which means the empty childhood hours that are such perfect reading opportunities have vanished. “That time to just sit down and read is so truncated for a lot of kids, probably a lot of the kids who would have chosen to read a 400-page book if they had the time,” O’Sullivan said. 

Then, there was the trauma of Covid, which smashed right into kids’ reading habits. “There were factors like schools and libraries closing, not much time with peers, and plenty of screen time during the pandemic,” said Kristen McLean, who runs the thought leadership collective Circana Entertainment Knowledge Group. All these bad effects, McLean said, that essentially “broke the discovery chain” for middle-grade fiction, in what she describes as “a perfect storm for lower literacy.”

The graphic novel pivot

The good news is that kids didn’t stop reading entirely during the pandemic. A few categories spiked: illustrated books, graphic novels, and manga. Jackie De Leo, now the chief merchant and publisher at Scholastic, was a vice president at Barnes & Noble during the pandemic, and she describes seeing kids with an unquenchable thirst for manga all through 2020. 

“If you sat in a store and watched the manga section, you’d see little kids at lunch; you’d see them through the day; and, then, it would move into being adults,” De Leo said. “The only real constraint was actual inventory.” 

Now, O’Sullivan says she keeps hearing middle-grade publishers say, “Let’s meet them where they are.” In practice, that appears to mean they’re focusing on books like the wildly popular Dog Man, a graphic novel series featuring a hero with the head of a dog and the body of a police officer. 

“Dog Man is full color — so immersive,” De Leo said. “There’s these fun parts about the physical book, too, where you actually have to flap the pages and it makes an animation reel.” More importantly, she said, the books are funny. “Kids like things that are funny, and we were giving them some pretty serious things for a while — books for adults packaged as middle-grade books.”

The new ideal middle-grade book is short, punchy, and comedic and comes with a hefty dose of graphics. “Maybe it’s comics, maybe it’s illustrated novels,” O’Sullivan said. “Maybe, instead of just running text, they’ll have a panel with some text messages in it or something, just to break up the text to make the entire experience of reading less intimidating.” 

This focus on breaking up the text means that publishing isn’t going back to what middle-grade books looked like before Harry Potter: short, simple chapter books à la The Baby-Sitters Club and Encyclopedia Brown. Those series weren’t hefty or overly serious, but they were massive bestsellers on the strength of their words, not their images. (It’s also worth noting that Scholastic adapted a few of the BSC books into graphic novels in 2006 and, then, perhaps seeing the writing on the wall, picked up the project again in 2021.)

I asked De Leo if she thought the industry’s shift to including more illustrations suggests that kids have lost an ability to handle pure text, even when it is short and sweet.

But De Leo said that reading graphic novels represents a “different type of literacy” from that required to read Encyclopedia Brown mysteries, not a lesser one. She said that when she reads a graphic novel, she has trouble forcing herself to look at the images, not just the words. When she sees kids focusing on the pictures with ease, she takes it as evidence of “a real visual literacy that they have that I am jealous of.”

Dickinson, the librarian, said she wishes that publishers would put out comedic fiction in more formats. “A lot of kids want funny books, and a lot of the funny books are the illustrated hybrid stuff,” she said. “There’s not enough other funny books, in my opinion.” 

Reenvisioning middle grade books

Experts are hopeful that publishers’ new direction will be enough to get kids reading again — and to get their parents to buy books. “This is probably the first year where I’ve heard people being optimistic and feeling excited about the new ideas that are coming,” O’Sullivan said. “People are beginning to be able to re-envision middle grade.” 

The publishing shutdowns reflect the industry’s new direction. One of the three people to survive the March closure of Dial Books for Young Readers was an editor specializing in picture books and graphic novels. Macmillan is replacing the now-defunct Roaring Brook Press imprint, which also closed in March, with a new imprint specializing in nonfiction and illustrated books for kids, although it’s not yet clear what age group the new imprint will cater to.

In the meantime, kids’ reading test scores have started to rebound. In 2025, 9-year-olds’ average reading scores went up four points from 2022 — back to where they were before the pandemic. 

With kids becoming stronger readers and books getting shorter, the hope is that they’ll meet in the middle. 

“Kids in the middle-grade age are extremely self-centered and view everything through how it impacts them. Developmentally, that’s very normal,” Dickinson said. “But also, they’re incredibly empathetic at this age.” Reading fiction, which allows us to imagine how other people’s minds work, can be deeply impactful for this malleable age if kids can hold onto their love of reading long enough to reap the benefits. 

“This is a time when reading habits and interest in reading can really die,” Dickinson said. “The hope is to help kids discover what kinds of books or what formats they like — and to show that there are ways in.”

From a fan perspective, seeing the Knicks at Madison Square Garden, attending the US Open and sipping on Honey Deuces, and getting a seat to Olivia Rodrigo’s Unraveled Tour and sing-screaming to “Stupid Song” couldn’t be more different. But they do have one thing in common: They’re all expensive. 

Attending a live event has become a luxury purchase. Not that long ago in 2019, the average price of a concert ticket was $92. Maybe your seats weren’t great, but you could afford to be in the room. Now the average price has risen to around $133 for face value, and you’re likely spending way more to see the biggest names in music and sports. And thanks to Live Nation’s grip on the music and sports ticketing industry, ever-increasing service fees, and features like dynamic pricing and a ruthless secondary resale market, it certainly feels like we’re not seeing any relief from these sky-high costs anytime soon. 

For those who, say, can’t afford a $1,845 nosebleed ticket to see the Nova Knicks or a $2,000 Olivia Rodrigo resale seat, that means watching at home, or, if something isn’t eventually streamed, just missing out entirely. 

Looking at a seating map and seeing exactly how much ticket prices are changes your perception of the people lucky enough to attend. Like, what kind of person is spending that much money to sit in the very last row? How do they move through this universe with that much money to spend on bad seats? Is everyone secretly rich? Is this just a matter of fiscal irresponsibility? What is going on????

While Vox cannot speak to how everyone in attendance is paying for their tickets, we did talk to one person who was willing to share.

Enter: Craig, a 44-year-old living in the Bay Area, who makes roughly $180,000 per year. Craig spent more than $15,000 seeing Beyoncé’s Cowboy Carter Tour six times. This interview has been edited for length and clarity.

I want to know, are you a secret heiress? A billionaire oligarch? How does one afford to see Beyoncé six times? 

No, I’m not an heiress. I’m not unfortunately a billionaire — well, no, billionaires are bad, so don’t quote me on that. But it’s funny, one of the first things that comes to mind is my fandom for so many artists is expansive, but also I just spend money on certain things and not other things. My mom’s big motto in life was, “We’re making memories.” And so for me, I’m never going to regret going to Beyoncé six times. I’m going to regret only seeing her Renaissance tour twice.

One of my big regrets is not going to the Renaissance World Tour. 

I realized a lot of it is — it’s the only place where you can really have this communal experience with people that are in your same delusional mindset. With Cowboy Carter, I was at the very first show in LA, and then I had planned to go to three shows. But then it just became this thing that got into my soul and was like, “I need to keep going.” 

I don’t mind putting this into print or whatever, but I’m an addict, an alcoholic who’s been in recovery for decades, and so it’s easy for me to get hooked on things, but this is such a pure, very expensive way to have joy.

What was it about Cowboy Carter that compelled you to keep going? Was it because you knew Renaissance was amazing? Was it because you saw the movie?

Yeah, I saw the movie four times, but I just kind of knew. And my big three are Björk, Fiona Apple, and Beyoncé. And so Björk is in Iceland most of the time, thank God. Fiona Apple as much as —

Wait, wait, thank God because of your wallet?

Yes.

And Fiona Apple, I’ve seen her many times, but she just doesn’t tour. As much as I’d love her to, she just doesn’t. And I will see Robyn three times this year. I’ve seen Carly Rae Jepsen as many times as I can. But with Beyoncé, it’s like I know there’s a limited amount of how much she’s going to be doing what she’s doing. And with Act III at some point coming up, there’s a real push that I need to get as much as I can. And it sounds greedy, but I don’t feel bad taking up a ticket or space, when I enjoy it as much as I do. 

Take me through Cowboy Carter. You said you were going to initially see it three times.

Right.

You ended up seeing it how many times? Six?

I saw it six times.

Take me through that mentality — from three, how’d that balloon six?

I knew that I was going to see the first three shows. I had planned with a boyfriend who’s now an ex that was part of this whole process. I was going to go to the first show, the second show, and the third show, and then I was going to be done. But I knew in the back of my mind that I wasn’t probably done. And it’s so funny because my first outfit was pretty homegrown, a just-barely-put-together cowboy hat that I bought at the show. And then by the time I was at the fifth and the sixth show, I had a custom-made gold outfit.

It became this thing where I can’t quite explain how I ended up going to six shows other than it was this snowball rolling downhill.

What kind of tickets did you have? Were they all the same? 

I was in the section right by the catwalk. So it was like, Oh shit, I have to go do this again in the same spot. What I would’ve done differently is I would’ve seen it from way up above. I would’ve seen it from cheaper seats.

What was your more expensive ticket? 

I mean, honestly, my most expensive ticket was the last show and I paid $2,200. And at that point, it had built so much that there was no way I wasn’t going to not be where I wanted to be. It just was like, “Nope, this is happening.”

Tell me about that. You have amazing tickets. You’re up close… 

The last show, I was alone in Club Ho-Down. The amount of friends that I made and the amount of celebrities that I saw — to be in that environment with people that are on your same level and people are screaming and crying and know exactly what’s going to happen. And then when Shaboozey comes out or Jay-Z comes out or Destiny’s Child comes out — I’m getting chills just thinking about it. I can’t explain how I led myself to going to six, but once you’ve got $8,000 on your credit card, what is $12,000?

I — well, $4000 more? 

I know. 

Did you buy them all at one time or was it after you saw the first two?

I had planned the first three and then I had a friend who I went to New York with and we talked ourselves into going to New York. And then in the back of my mind I was like, “I have to go to the last two shows.”

I don’t regret it. I honestly probably will go to eight for Act III. But I will also be more strategic and I will get a seat that is a lot cheaper for a couple of shows. 

Now I’m going to ask you about the painful stuff. So you said if you’re already $8,000 down, what’s $12,000. But did you plan for it? Can you talk me through the financial planning of this?

There wasn’t really any. The breakup that I had happened after my New York show. And so I think my delusional sort of mania kicked in and I was like, “Fuck it, I’m going to spend $800 on an outfit that’s custom-made.” I’m going to go to both shows at the end and just — it got me through a really tough summer, and it was something that I don’t regret.

How does that work on a credit card? You said that you recently paid it off, right? Is that two years later?

It’s a year later. I live in San Francisco. I have a pretty good job, but also I work in education, and I’ve worked in education my whole life. So it was a lot of my interest, I paid a lot of fees, I’m sure, it takes so long to pay it off, and I was adding to it the whole year. I am not good with money. I wish I were. But again, I don’t have aspirations to own property yet, and I don’t have children.

Beyoncé is your big expense of the last couple years. 

Yeah, pretty much.

And again, I feel embarrassed about that a little bit because I have friends where one spouse, their entire salary goes to childcare. And I’m like, oh, that sounds not fun.

But think of it this way: that’s so much Beyoncé that you could be experiencing instead of having a kid.

Yeah. 

So Act III is rumored. Would you do it again?

Oh, absolutely. Like I said, I’m going to possibly go to, I think, between five and eight shows depending on. And one of my work friends, we talk about what’s happening in the world and we kind of decided that 2026 is Jay-Z’s year.

He has his shows. He has a show on her birthday. So I’m hoping that means the album doesn’t come out until 2027, which means the tour would be 2028, which means I have enough time to save, enough time to put some money away and be a little bit more strategic.

Do you have a limit of how much you’re willing to spend? 

On Beyoncé? I think the gay math, the boy math, that I do in my head is if I see it in chunks, it’s not as bad. The first time I looked at the whole thing was yesterday, and I looked at hotels and flights, merch, and tickets. But if I see it in little bits, I’m like, “Well, that’s not that much.” And I don’t think about how it adds up.

If Beyonce was like, “Oh, here’s my last show.” Is there a limit?

Anything up to $5,000 probably if it was a super important show or last show and I had the opportunity to do that. My parents have seen a lot of shows. That’s something sort of that I had grown up with — going to see artists.

And the real problem is Beyoncé has set this financial bar that now I almost feel like I could spend that kind of money on anyone. The fact that I’m seeing Robin in LA for $300, I’m like, “Oh my God, of course I’m going to go to three shows that week.”

Can I ask you, when was the first time you saw Beyoncé?

I mean, this is embarrassing to admit, but it was Renaissance. 

Oh my gosh. 

I know. And one of my big regrets is not going to see her earlier. 

It was 2016, and I just was like, “I can’t afford $1,000.” It’s ridiculous to say that now. And I’ve always been a fan. I had mix tapes in the ’90s with “Say My Name” and all the Destiny’s Child songs, and I’ve always been a fan of hers, but it really kicked into gear at self-titled or Lemonade. And that makes me sound like a fake fan, but that’s not true. It’s just seeing her live, it really brought it to a new level.

I was going to tell you that I saw her when she was touring that album —  the “Love on Top” album…

4.

4. I saw her at Barclays and it was only, I want to say, $200 for the lower bowl right off the floor. It’s obviously a lot more now. 

I honestly don’t know how some people afford it. I know some people save and save and save to go to one show and they don’t have a credit card or they don’t want to put things on a credit card. I know how privileged I am to have the ability to put something on a credit card, pay it off eventually — I live in the Bay Area and have a job that’s a pretty good job, blah, blah, blah.

@angelbuckens

We made it !!! Hey Chicago !! Cow boy Carter !!! #beyhive #beyonce #cowboycarter #chicago #cowboycarterbeyonce #tickets

♬ original sound – VicBlends

For a normie, what you spend on Beyoncé is mind-blowing, but I’m sure there are people that you met at Cowboy Carter that may have spent a lot more than you, right?

Oh, yeah. There was some video that popped up, I think it was from Renaissance, but it was like, “This is my 26th show.” And Beyoncé read the sign and stepped back a bit. I don’t remember what the exact number was [it was 35]. When I was in the pit at the very last show, it wasn’t abnormal to be where I was, and be like, “I’ve seen her six times.”

So when it comes to the most serious Beyhivers, some may consider you a casual fan?

Yeah. I mean, I’m in it, but I also feel like I’m a person that always goes to a lot of shows, and this is a little bit of a light year for me just because no one huge is touring for me, but she’s coming.

This story appeared in Today, Explained, a daily newsletter that helps you understand the most compelling news and stories of the day. Subscribe here.

Karoline Leavitt, the 28-year-old firebrand who became the nation’s youngest-ever press secretary in 2024, is stepping down to “spend more time with her beautiful young children.”

President Donald Trump announced the news on Wednesday night in a Truth Social post, adding that Leavitt would remain an adviser and “an influential voice within the Republican Party.”

It feels fitting that Leavitt — whose public persona required her to perform both her job and her role as a wife and mom — is stepping down to parent. In MAGA’s conception of womanhood, there can be no higher calling. Not even serving the president. 

For more than two years, however, Leavitt made a show of trying to do both. She returned to work on Trump’s reelection campaign only days after the birth of her first child and regularly shared photos of herself working while holding her son. 

Leavitt also welcomed a daughter over the spring, amid what Fox News dubbed a White House “baby boom.” Officials and conservative media quickly turned the new mothers into advertisements for the pro-natalist movement: Proof that women could, and should, have both careers and children. 

Leavitt is still being held up that way, even — perhaps especially — as she departs. “She’s been a role model to millions and millions of young women,” deputy chief of staff Stephen Miller told Fox News on Wednesday. “A mother, a family woman, a press secretary, a patriot.”

MAGA’s rules for women

The MAGA movement tends to glorify traditional female roles — wife, mother, homemaker — while simultaneously (and confusingly) elevating ambitious, career-driven women like Leavitt. 

At first glance, her prominence — and that of other women in Trump’s administration — would seem to rebut the charge that the movement is misogynist. In fact, that’s a line of defense that Trump himself has advanced. 

But look a little closer, and you’ll see the structural contradiction at the heart of MAGA femininity: Female power is only legitimate when it’s exercised on behalf of Trump, and by women who conform to traditional expectations around gender, marriage, motherhood, and physical appearance.

To Trump, a female White House correspondent was a “piggy,” for instance. But a female press secretary who defended the slur was “knocking them dead.” 

A female employee at a Trump golf course was asked to sign an NDA after reporting harassment. But the female attorney who allegedly pressured her to sign it was, according to Trump, “a rocket ship.”

A female politician rose to prominence championing the president’s deportation agenda. But to get there, she had to find her “Mar-a-Lago face” — and she was ousted after showing signs of personal ambition. (In fairness, she was also very bad at her job.) 

It’s a very tricky little tightrope to walk. And lately, that strain has begun to show. While Trump began his second term with an unusually high number of female Cabinet members for a Republican president, women now hold only four of 23 Cabinet or Cabinet-level positions. 

Trump’s support is also down among young women. In Congress, a bloc of prominent conservative female lawmakers recently broke from their party to censure Republicans accused of misconduct. Now, the MAGA movement is losing one of its fiercest female proxies in Leavitt. 

Even at the height of her powers, however, Leavitt never really got her due. The luxurious office traditionally reserved for the White House press secretary instead went to another White House staffer. A dude.

One link for later

➨ Meet the latest and greatest exercise cult. It’s called HYROX — yes, in all caps — and it’s an eight-round agility and strength competition. Participants spend thousands of dollars on training, registration, and travel for these events, which tend to “subsume your entire existence.” That’s a very hard no for me, personally…but a lot of very fit and competitive people are apparently into it. 

Before you go…

• Did you know…that the US attempted to assassinate longtime Cuban dictator Fidel Castro by poisoning his ice cream? And that’s somehow not even the weirdest or most far-fetched Castro assassination scheme. 
• Today’s trivia: Who was the first woman to perform hip hop at the White House? (You can find this and other brain puzzles in Vox’s daily crossword. Look for the answer in tomorrow’s edition.)
• Yesterday’s trivia: Yesterday we asked you for the German philosopher who wrote Critique of Practical Reason. That would be Immanuel Kant, whose work also arguably inspired one of the core conflicts in the Avengers films.

Exercise can be a humbling experience. 

A simple push-up can debase the most dignified humans, transforming them into helpless little halibuts, unable to unmoor their bellies from the floor. Squats and lunges can leave their victims crouching like tiny goblins or trembling against gravity’s will. Have you ever willingly watched yourself run at full speed? Only if you have self-esteem of steel.

But for certain people, the most physically demanding experience of their lives is not something they want to avoid, but an alluring temptation: a challenge too impossible to ignore, an irresistible dare that must be completed day after day. And they quench this desire — as well as the thirst for friendship and community; some vanity muscles; and mini vacations to the likes of Oslo, Brisbane, and Bangkok — in the sweaty, grunty, made-for-TikTok $200 million world known as Hyrox. 

What is Hyrox and why is everyone doing it without me?

HYROX is stylized in all caps. Capitalization makes it seem as if it’s a word that only exists to be yelled, an apt choice for an experience that seems to take inspiration from military training and/or the PE class you hated growing up.  

Since launching in Germany in 2017, Hyrox has become a worldwide phenomenon. As CNBC reported in June, it initially started with just 650 people and now is projected to capture roughly 1.5 million participants across 121 events in 34 countries around the world. Revenue, which comes from a combination of contest entry fees, sponsorships, merch, licensing for Hyrox-affiliated gyms, and other avenues, is expected to reach $270 million in 2026. This year, 42,000 tickets were sold to the New York City race in the event’s first 24 hours. In 2025, there were roughly 12,700 athletes registered for the event.     

Technically speaking, Hyrox is a timed competition that spans eight rounds; the person or team — athletes can compete as individuals, as doubles with a partner, or as part of a relay — with the fastest overall time wins.

Each round consists of a 1-kilometer run followed by a more “functional” strength-based move, often done using a machine. These exercises include: 1,000 meters on a SkiErg; a weighted 50-meter sled push; a weighted 50-meter sled pull; 80-meter burpee broad jumps; a 1,000-meter row; a 200-meter Farmers Carry (lugging around two heavy weights at your side while walking); 100 meters of lunges with a sandbag on your back; and 100 wall balls (squat thrusts that involve launching a medicine ball into the air as you stand). It’s run-exercise-run-exercise-run-exercise until all eight kilometers and all eight movements are completed.

But Hyrox is also, Hyroxers say, a lifestyle. Because the best way to succeed at Hyrox — and for many participants, winning or at least finishing with a decent time is the goal — is to train for it. That likely means going to Hyrox-affiliated gyms that prepare you for the different exercises, and training alongside other people who also plan to run the race. And that’s where it can get all-consuming.    

Abby Roskind, a 35-year-old project manager living in Washington, DC, who has finished two races, told me that Hyrox sort of subsumes your entire existence. Training for Hyrox, she said, involved 5:30 am workouts, an excruciating amount of time learning how to properly broad jump, daily soreness, and lots of complaining. 

“Because you are always with other people doing these things, it becomes a little bit of a hostile takeover of your life where you meet up with your ‘fitness’ friends, and then they become your actual friends, and all you end up doing when you’re not training for Hyrox is talking about Hyrox,” she said. 

Roskind and other Hyroxers told me that people who are very serious about wanting to do well in competition may go on a diet, cut alcohol before the race, or squeeze in extra workouts, which naturally leads to less dinners out, less meeting up for drinks, and, ultimately, less socializing. It makes sense that people going through this experience will want to talk about Hyrox since so much of their life centers on it, and that the best audience for a discussion on Hyrox strategy would be other people doing Hyrox. 

“It definitely didn’t come across as culty where it’s like, ‘Oh, welcome to my Scientology of Exercise and you’re going to do this,’” said LJ, a 34-year-old with one Hyrox under his belt. (LJ told me he was afraid of being “canceled” by fellow Hyroxers and maybe his friends for talking to Vox, so we agreed to let him use his first initials to maintain some anonymity.) LJ said that one of his friends had run races in Europe and talked him and a small group of others in their circle into competing this past year. They generally approach it as a fun, casual thing to do together.  

@sotrue.kristin

just a spectator, speculating😌 #hyrox #chicago #fyp #foryoupage #spectator

♬ WHERE IS MY HUSBAND! – RAYE

“But then when I got to the actual venue day of the race, I felt like Hillary Clinton walking through that apartment like, What the hell is going on here?” he said. “Because there are a lot of people where this is a big chunk of their life. I saw people walking around — I guess they [Hyrox] give out badges — showing all the badges that they had from all the different cities that they competed in.” 

The idea of someone, ostensibly with a day job, going from city to city to compete in Hyrox and then showing off commemorative brooches is what signaled to LJ that the workout he enjoyed could be experienced in a different, more serious way. In that moment, LJ saw Hyrox the way outsiders might. Still, for him, the positives of Hyrox — being in better shape; experiencing runner’s highs, friendships, and the rush of competition — outweighed the possible cult-by-association.

A lot of people want to feel like an elite athlete, and now we can pay for the experience

If you make a Hyroxer feel comfortable enough, you will find that they all love to talk about the parts of the race they hate the most. It’s the feeling of thick death rushing through their lungs as they stare down the number of meters left in the burpee broad jump section. It’s the judges who are there to make sure participants are getting low enough during the wall balls. It’s seemingly everything about the race. 

There’s a bottomless chasm between how much people love Hyrox and how much they love to talk about how much it actually sucks to do. The bridge that connects the two is getting to feel like an elite athlete.  

“Once you become an adult, how many times are you going to get a sticker?” James McMillian, a trainer and the president at Tone House, a strength and conditioning facility in New York City, asked me. “How many times are you going to get a reward? How many times are you going to get a medal? People just want to be part of something. They want to feel close to greatness.”

McMillian, who has completed six Hyrox races, said that the vast majority of us will never ever know what it’s like to be a GOAT like A’ja Wilson or Lionel Messi, but Hyrox lets racers microdose it: the discipline sticking to a training schedule (as opposed to just working out day after day), the adrenaline of competing on game day, and the high of thousands of people cheering for you. 

“They turned working out into an athletic sport,” McMillian said. “Making everyday people feel like an athlete and giving them that opportunity to compete like one — that’s a smart business.”

Because it turns out that people are more than willing to pay for that athlete feeling. 

While participants aren’t required to work out at Hyrox-affiliated gyms to run the race, Hyrox-specific classes can cost more than regular group fitness packages. One Hyroxer told me that their 10-class package was around $600. There’s also a microindustry developing around getting better times. You might, for example, purchase Hyrox-branded fitness trackers and training apps, Hyrox shoes, and Hyrox equipment for your home gym (like a Hyrox Official Competition Power Rope, $275; Official Competition Sandbag, $87; or HYROX Perform Turf, starting at $1,799).     

The actual competition varies in price depending on the race and location, but can cost upward of $200. Racers can also opt in for a $35 photo package, which means a professional will take shots of themselves looking muscular and sweaty during the race.

You don’t have to beat anyone else better or qualify to compete in Hyrox — you just have to buy a ticket in.

Then there’s Hyrox’s travel aspect. Hyrox is a benchmark and a goal, and race day is the culmination of all the training and sacrifice. It’s also where you get an official time. More competitive racers are training not just for their home city’s Hyrox, but to go to other races on the Hyrox calendar. 

The races are often in desirable destinations like Rome, Berlin, and Miami Beach, which can make Hyrox seem like vacation or, I guess, make a vacation seem more like Hyrox. If you’re traveling for Hyrox, that may mean paying for a plane or train ticket, or gasoline, and lodging. One Hyroxer I spoke to said that he spent roughly $1,500 on airfare and a hotel in addition to the official entry fees and photo options. Another said they spent roughly $500 in travel, saving money by splitting a hotel with a fellow racer. 

“Look, it’s the fitness space’s Eras Tour,” Bobby McMullen, a trainer and founder of the fitness app Adonis, told me. McMullen has completed four Hyrox races. “If you don’t get to do as well as you think, you’re like, ‘I’ve always wanted to go to Vegas, I’ll go to Vegas,’” McMullen said. “Or if maybe you do really well and you’re like, ‘Oh, I want to go do that again.’”

“If you travel for Hyrox, just like if you travel for Taylor or if you travel for Disney, that’s fine,” McMullen added. “But the thing I learned about Disney adults is they’re rich. It’s so expensive. Same with Hyrox.” 

Hyrox is easy, sort of 

Here is a secret to the success of Hyrox that you may not believe: Despite its HARDCORE exterior and all of its supposed brutality, Hyrox is fairly accessible for a certain type of person, particularly millennials who have made fitness a part of their life for a couple of decades now, and who’ve dabbled in intense workout trends that included Tae Bo, CrossFit, Orange Theory, and Peloton. Think about it: Hyrox couldn’t do $270 million in business if it was too difficult for people with injuries, or if participants couldn’t finish, let alone do it over and over again.

Adherents claim there’s less injury risk compared to CrossFit because Hyrox exercises are relatively lower impact and don’t involve lifting heavy weights in complicated ways. Hyrox requires less training than preparing for something like a marathon, coaches and trainers told me. Unlike a triathlon, you don’t need to find access to water or risk drowning. The same cannot be said of an IRONMAN (another race, stylized in capitalizations that just feel very aggressive).

“For the New York marathon, I would have to start training right now,” McMillian, the coach and president at Tone House said. “I could start training a month and a half before and be able to finish.” 

To be clear, McMillian makes his living being fit. Though we did not put this to the test, I’m pretty sure he could squat two of me. McMillian competes in the pro division, the competition’s advanced tier. His definition of what’s physically doable is relative because McMillian looks like he could physically do anything. 

Still, he assured me that Hyrox’s barrier to entry is lower than it might seem. While prospective Hyrox racers also have the option of taking uniquely tailored classes at Hyrox-affiliated gyms (over 15,000 across the world) and group fitness studios, McMillian said you can do most of the race’s strength-based exercises or variations of them on your own, at any basic modern gym, making it somewhat more accessible. 

“What we noticed with our clients was that these are movements they’re already doing,” McMillian said. “All we have to do is make you better at those movements and teach you how to breathe during the movements, teach you the actual metrics on the rowers to be more efficient, teach you how to be a better runner instead of teaching you a whole new style of training. We’re already teaching you what you know how to do.”

Essentially, people already working out — and there are plenty of them — are well equipped to try Hyrox. Part of Hyrox’s appeal is that it’s a bigger, bolder version of the popular, grueling luxury fitness classes that already exist, or a more competitive version of what everyone’s already doing at Equinox. “It’s a little like, how good can you gym?” says Roskind, the DC-based project manager who’s competed in two Hyrox races. 

She wryly pointed out that being good at Hyrox is a little different than winning a tournament in a skill-based sport (e.g., tennis, soccer, basketball) or getting a qualifying time into a speed-based race like swimming or running. You don’t have to beat anyone else better or qualify to compete — you just have to buy a ticket in.

Being so good at the gym and spending money to compete against other people who are good at the gym is perhaps why some racers I spoke to seemed to temper their love of Hyrox with a scrim of self-deprecation. It’s as if they’re slightly embarrassed that this race may be a millennial-targeted fake Olympics, and it’s scored a direct hit with them. In mixed company, they might not want to say why they’re really going to Athens, Mexico City, or Dublin.

This may be the most relatable thing about Hyrox and the people who love it: Even when you’re really good at exercise, it can still find a way to be, at least, a little humbling.    

The influencers have started to promise me that they know how to get me to stop shopping: I just have to enter every garment of clothing I own into an app, one by one. “I digitally cataloged my ENTIRE wardrobe,” they swear on videos, routinely pulling in hundreds of thousands of views. 

The selling point of these apps (Indyx, Whering, ACloset, OpenWardrobe, and many more) is seductive; they promise to help users understand exactly what they already own so that they shop less. In theory, that means saving money — and slowing the steady damage the fashion industry is wrecking on our planet.

“Collectively, we are buying and then throwing away more than ever before,” Indyx warned on its website, before reciting dire statistics about how many clothes are produced now and how many of them end up in landfills. Luckily, it said, “We’re here to break the cycle.” 

That idea appealed to me. I am not a fashionista, but I enjoy clothes enough to buy more than I really need, despite what I know about fashion’s impact on the planet. My intellectual understanding of climate change can’t always stop me from clicking “add to cart” when I see a dashing pair of wide-legged trousers, even though there’s a hard limit on the number of times a person can wear wide-legged trousers in one week. 

Still, to make these apps work, you have to individually enter photos of everything you own now and everything you buy in the future, which sounds like a tedious, laborious process. (You can take the photos yourself or hunt down product pictures from the brand.) And because so many influencers are pushing this, it’s hard to tell how life-changing it really is and how much is just marketing speak and hype. So, I decided to test one of these apps — Indyx — for you. I also talked to wardrobe cataloging enthusiasts and experts on sustainable consumption to see what I could learn from them. I wanted to know: Could cataloging our wardrobes actually make us shop less? And, if it can, would it be worth the effort? 

“There’s only one solution to the mess that we find ourselves in: buying less”

Wardrobe cataloging apps did not always advertise themselves as being good for the planet. 

In 2023, the journalist Avery Trufelman investigated the nascent wardrobe cataloging app industry for her podcast series Articles of Interest. She found that a lot of the apps flopped. The issue was the business model, which was based on revenue generated from affiliate links. The idea was that people would click to purchase items they saw within the apps, and the company would take a cut of each sale. But when the apps were well designed, Trufelman reported, users felt less of a need to buy more clothes.

The current generation of wardrobe cataloging app developers has turned this from a bug into a feature. They now market their wares as the solution to overshopping, and they make their money by charging for either the app itself or for its extra content. (Indyx itself is free, but you have to pay a $75 yearly subscription for its enhanced features.)

What the marketing gets right is that the fast fashion problem is real. “Anywhere from two to 10 percent of our global greenhouse gas emissions are associated with fashion,” said Brie Berry, assistant professor of environment and sustainability at Ursinus College in Pennsylvania.

Fashion’s emissions are generated by the factories that manufacture clothing (the water and the fertilizers for growing cotton, the oil for developing synthetics) and the consumers who wear these garments (the slow shed of microplastics from yoga pants, the water and the energy consumed by washing and drying). When we get rid of old clothes, much of it ends up in landfills or incinerated. By some estimates, the fashion industry contributes more to climate change than the aviation industry. 

“There’s only one solution to the mess that we find ourselves in: buying less,” said Katia Dayan Vladimirova, a researcher whose consulting firm Post Growth Fashion focuses on alternatives to growth in the fashion system. 

To buy less, it helps most people to know what they already own, said Alyssa Beltempo, a slow-fashion content creator and educator. Beltempo makes videos guiding viewers through the process of “shopping their own closets” to help them buy less stuff, but she’s found in her work that a lot of people aren’t clear on the contents of those closets. Because of that confusion, they end up buying stuff they don’t need.

That’s where cataloging can be helpful, Beltempo said. “These apps reduce that hurdle of not seeing the clothes you have,” she said.

Personally, what I was looking for wasn’t enhanced clarity so much as a barrier. I wanted to erect a wall between my desire to own a new piece of clothing and the click of the buy button. A searchable, scannable lookbook of everything I owned, I thought, might well do the trick. 

How to catalog every piece of clothing you own

Indyx has been hyping up its new AI feature, which transforms a picture of a garment hanging limply off a hanger into a neat flat lay photo. It sped the process up, but it was also buggy; it garbled text on the front of T-shirts, misread colors, and had a tendency to interpret loose threads as ornamental bows while leaving wrinkles (I am not an ironer) untouched. 

I was also concerned that the process inserted AI, with its insatiable need for water and energy, into a project sold as a way of reducing my environmental impact. But the sustainability experts I spoke to were both skeptical that this sort of light AI use was such a big deal. 

“Taking photos and then asking an app to think about how to arrange your clothing into outfits is probably one of the lighter uses of AI that I could imagine,” Berry said. Vladimirova agreed that using AI for this task is unlikely to be as bad for the planet as buying even one new garment. “But then, there is also no proven causality between using this app and reducing overconsumption,” she added as a caveat.

It’s possible to input your clothes into Indyx without using the AI feature, but the truth is: I don’t know that I could have made myself go through with the whole rigamarole without it. I ran out of free AI processing about 80 percent of the way through and, overwhelmed at the thought of having to do my own flat lays, paid $75 to buy more without hesitating.

All told, it took me about five hours and many old episodes of Top Chef to photograph my summer clothes, not including shoes, jewelry, or accessories. My time spent cataloging did not include the process of entering additional data about each garment (including its initial cost, its fiber composition, where I bought it), a herculean task that I have been tackling much more slowly than the initial entry process.

Doing the shoot properly would have taken longer. Angela Goodman, a 51-year-old marketer from Seattle with a background in product photography, says she ran her own cataloging session like a pro shoot, using art lights and folding and refolding each garment to lie perfectly. It took her 10 hours spread out over multiple weeks. 

As an exercise, photographing every piece of clothing I owned was clarifying, although not significantly more clarifying than going through it Marie Kondo-style. It left me with a small donation pile of items I no longer wanted and a fretful awareness that I own too many white T-shirts. In theory, that’s the kind of insight a wardrobe cataloging app produces by the spade.

“I’m not shopping. I’m building.”

Vladimirova, the sustainability consultant, said that, even though she has a better idea than most of how destructive the fashion industry is, she struggles with over-shopping. She thinks a lot about why people buy so many clothes; her best guess is that it’s a way to self-soothe. 

“A lot of consumption happens in the evening when we feel vulnerable and tired, and we’re trying to reward ourselves with this shot of dopamine,” she said. For some people, these apps can replace the dopamine hit that comes from scrolling through other people’s outfit photos with the dopamine hit of scrolling through your own clothes, neatly folded and filtered until they look like aspirational fashion inspo. 

Part of the satisfaction here is the infographics. After you’ve given Indyx all your fashion data, the app crunches your numbers and tells users how much you’ve bought new versus secondhand, as well as the share of natural fibers as opposed to synthetics in your closet, so that you can track the environmental impact of your shopping habits. (Synthetics tend to have a higher carbon footprint than natural fibers.) It tells you what their cost per wear is on each item to help you track which expensive garment was worth the splurge and which was a waste of money. Users can also plan outfits. You can share your wardrobe with stylists who will plan the outfits for you (on Indyx, the service ranges from $25 a month to “the low hundreds”). It’s like playing paper dolls with your own wardrobe. 

For Goodman, the former product photographer, all this data takes the place of recreational shopping. She describes getting a marketing email from one of her favorite brands about a sale. After a quick scroll through their offerings, she found that she felt no urge to buy. 

“I was like, ‘I do not need more clothes. I’m going to go update my Indyx, because I’m a couple of weeks behind,’” she said. She started inputting the last few outfits she’d worn into one of the Indyx services that is supposed to allow users to track their patterns and see which clothes they actually wear and what they like in an outfit. “I’m playing with clothes,” she said. “But, like, I’m not shopping. I’m, you know, building.”

Over time, all this data is supposed to inform future shopping choices. “There is something very clear about seeing two pieces that you’ve owned for the same amount of time — one that you’ve worn 57 times and one that you’ve worn twice,” said Alexandra, a 29-year-old consultant in Northern Virginia who requested her last name be withheld. She thinks tracking her clothes has given her “a little bit less buyer’s remorse.”

Cataloging your wardrobe can’t prevent a compulsive need to buy, though.

“I don’t think it cured me of my undiagnosed shopping addiction,” Alexandra said. “You can very quickly go from ‘I’m cataloging what I have’ to ‘I’m seeing a bunch of gaps in my wardrobe that I should fill immediately.’” 

“There just wasn’t incentive anymore”

The main question I had about these apps was whether, with such a labor-intensive process, there comes a time when the juice is no longer worth the squeeze. 

Alexandra says that she gradually stopped using her wardrobe app last year, after she moved out of her own apartment and back into her family’s suburban house in the midst of a career transition. 

“I was separated from a lot of my belongings for a very long time, and then, as I started to get things back, it didn’t feel worth the effort anymore,” she said. Who was she going to see in one of her curated outfits? “My job’s on a computer. When I leave the house, I go to the grocery store and the pharmacy and the bookstore,” she said. “There just wasn’t incentive anymore, compared to when I was closer to the city and doing things more regularly.”

Beltempo, the slow fashion content creator, said she doesn’t bother to add every new purchase to her own catalog. 

“I really use it more for my packing,” she said. Before she travels, she makes a list of likely candidates for her suitcase and enters them into the app. “And then, I’ll play, and I’ll make outfits,” she says. 

Vladimirova, the sustainable consumption researcher struggling with overshopping, gave the apps a spin. She tried three of them and found that she was only able to stick with each one for a matter of months. “In the beginning, when the novelty of the app is there, it’s very satisfying,” she said. “It records your outfits in vivid colors. It can crop out the ugly background and keep it very neat, create fancy capsules. They look so lovely.”

But over time, they all began to bore her. “And now, I forget to update when I buy something new — usually from secondhand sources — and it kind of lost its meaning for me,” she said. “But the premise is good!” 

My own experience seems to be closest to Vladimirova’s. I keep having to remind myself to enter my outfits into Indyx. Every time I put on a piece of clothing, I think with dread, “Oh god, if I don’t look up how much I paid for this, I’ll never know my cost per wear and, then, what’s the point?” I keep giving my shoes guilty looks and thinking about how I should really photograph and catalog them — if I’m doing this right. 

“It’s a project,” said Lauren Ludwig, a 41-year-old who has been using her wardrobe apps for the past three years. “But it’s a fun one for someone who enjoys clothing.”

Indyx and its brethren are slick, and their infographics are beautiful. For dedicated wardrobe hobbyists, they’re probably a great option. But for most people who just want to cut down on their clothes shopping, it’s hard to say that the $75 annual subscription is worth it. The free version will give you the same paper doll effect if you are willing to do your own flat lays, or you can recreate it by dragging phone camera pictures of your clothes onto a Google Slides deck. 

If you find, as Vladimirova theorized, that you shop when you don’t feel good, you can try replacing that habit with a “dopamine menu” of small acts that bring you joy, like hugging a pet, doing a puzzle, or going for a walk. And if your closet is filled with brand new clothes you never wear, you’re racking up debt buying clothes, or you just have the nagging sense that your shopping has spiraled completely out of control, therapy is not a bad idea. 

Personally, I found that Indyx could not give me what I really crave when I want to play with clothes: the understanding of the way fabric drapes against my body, the knowledge of its texture against my skin. There is no substitution for the slow analog process of walking into my closet, touching my clothes with my human hands, and learning with my five senses that what I have is already enough.

If you live in America in 2026, and you’re not so wealthy as to be absolutely shielded from daily life, you’re probably aware that everything is really expensive now. Gas and milk are both above $4 a gallon. Fresh vegetables are up almost 10 percent over this time last year, even though they will maybe give you explosive diarrhea. The median home in this country now costs almost half a million dollars. 

A lot of people — even those with relatively high-paying jobs — are very, very stressed about money.

In some ways, our current unaffordable era is starting to evoke the years right after the Great Recession. Unemployment was high, the economy was bleak, and a lot of Americans, myself included, were searching for ways to do more with less. 

One distinctive product of these harsh conditions was an entire blogosphere that emerged to give readers chatty, relatable advice on saving money. 

It was a kind of the golden age for personal writing on the internet, and these writers melded advice and personal narrative in a way that foreshadowed today’s influencers, but with a more lo-fi, DIY aesthetic. Starting in about 2008 and continuing for the next decade, these authors reached thousands of readers a day with tips on how to spend less and sock more away. There was Mr. Money Mustache, a brash “financial magician” who had retired at age 30 and believed ordinary people could save half or even 75 percent of their income. There was Trent Hamm of the Simple Dollar, an Iowa dad who shared his story of getting out of debt alongside recipes for cheap meals and homemade laundry detergent. There was my niche favorite, An English Major’s Money, by a young woman who shared my less-than-lucrative career path but who was nonetheless determined to achieve financial stability.

It wasn’t just old-school personal finance advice, it was a whole philosophical universe dedicated to the idea that by living on less, you could liberate yourself from the uncertainties of the economy and experience true freedom.

Collectively, I like to think of these writers as the frugalsphere.

Today, most of them are no longer blogging about saving money — some have gotten jobs in traditional media, while others have gone on to other careers entirely (or are simply enjoying early retirement). But their movement feels newly relevant today, as Americans struggle to afford necessities and face mounting anxiety over their economic future. So I decided to track down a bunch of frugality writers from that time, and see what they had to say about 2026.

One thing I wanted to know was why I wasn’t seeing the same outpouring of money-saving advice I’d seen in the wake of the 2008 crash. But I was also curious for bigger insights: What, if anything, is the equivalent of the frugalsphere in today’s inflationary era? And could the ethos of those optimistic coupon-clippers give us smarter ways to think about the unsettling new place we find ourselves in 2026?

What I found is that the frugalsphere still has lessons to teach us, but they’re not about reheating leftovers or washing out Ziploc bags. Instead, they’re about how to claim a sense of autonomy, even when our lives are buffeted by forces beyond our control.

The short, influential arc of the frugalsphere

The idea that you can achieve prosperity by carefully watching your spending is far from revolutionary, and self-help authors were extolling the virtues of frugality long before the Web 2.0 era. In the 1990s, for example, editor Amy Dacyczyn published a print newsletter called the Tightwad Gazette, teaching readers frugal tricks (Dacyczyn herself favored reusing aluminum foil) for the low price of $12 per year. 

But amid the upheaval of the Great Recession, when more than 15 million Americans found themselves unemployed in the worst crisis since the 1930s, a new generation of bloggers started offering advice about saving money, often directed at millennials starting their careers in a decimated job market.

“People were looking for something they could do,” Nicole Dieker Finley told me recently.

What Finley did was to start posting all her earnings and expenses on Tumblr around 2012, when she was trying to make it as an independent musician in Los Angeles. She soon caught the attention of the editors of The Billfold, a website launched the same year to cover money with a personal, relatable tone befitting the times. Billfold editors Logan Sachon and Mike Dang shared their student loan and credit card debt; Finley tracked her net worth and spending and wrote about her quest for financial independence. She later went on to a freelance career writing about money (including for Vox).

Kara Stevens, meanwhile, started the website the Frugal Feminista around 2012 while facing down student loans, credit card debt, and a tanking credit score: “It clicked to me that if I didn’t do something about it, I would be in this position of not being able to move forward in my life,” she told me.

Based in New York City, she shared tips for finding free events, cheaper dupes of popular brands, and deals on fancy hotels. “It was like, how am I living my Sex and the City life on a budget?” Stevens recalled.

As time went on, more bloggers joined the space, some of them already starting from a position of financial freedom. Kristy Shen and her husband Bryce Leung started the site Millennial Revolution after retiring in 2015 at age 31 with a seven-figure investment portfolio. 

“After 2008, people started freaking out and thinking that no job is safe,” Shen told me. “I think that’s when people started being more interested in finance.”

The message of the frugalsphere was that if you could leave cheaply enough and save enough money, you could weather any layoff — and eventually, not have to work at all. The bloggers of the era — many of them millennials aiming their advice at other millennials — tended to share a can-do attitude, a sense that with the right mix of care and planning, almost anyone could improve their financial situation.

Also, they wanted to stick it to the man

The frugalsphere also had a tinge of rebellion about it. “Americans tend to have a very up-down relationship with consumption,” said Helaine Olen, a longtime financial journalist and the managing editor at the American Economic Liberties Project, an anti-monopoly think tank. After 2008, the pendulum started swinging against buying stuff, and the frugality bloggers were leading the swing.

Their implicit message was often that by refusing to buy expensive things, you were pushing back against corporations that wanted to control you. Frugality was, at least to some degree, about sticking it to the man.

At their peak, some personal finance blogs were reaching thousands of readers a day and breaking through into mainstream media. Shen told me that Millennial Revolution got 15,000 page views the day after a post about the virtues of renting a home was picked up by the CBC. Shen and Leung, as well as Trent Hamm and other bloggers, got book deals and started to reach a broader audience.

But the culture soon began to shift. The written personal blog began to die out, replaced by more visually driven social media – and an influencer ethos that rewarded the acquisition of new possessions, rather than showcasing ways to do without. Today, social media is much more about celebrating consumption than questioning it. 

On TikTok and Instagram, “it becomes about showing perfection and showing a good life,” Olen said. “And part of a good life, as we define it in the United States, is spending money.”

How frugality lost its shine

Today, some frugality influencers have found a home on TikTok, and the deinfluencing trend of a few years ago shows there’s still an appetite for anti-capitalism, even in the age of short-form video. But overall, the cultural and economic winds have blown against frugality, frugalsphere writers and observers told me. 

As inflation rose in the 2020s, necessities cost more, but saving also became less attractive. More people made the calculation that “if I don’t take this trip this month, it’ll be more expensive next year,” Olen said.

Upheavals like the Covid pandemic gave some Americans “a grim outlook on money,” Stevens said. Their feeling was, “there’s no chance that any of us can be wealthy. What’s the point of saving anything?”

Today, tips like making all your coffee at home instead of going out for a little treat don’t resonate the way they once did. This time is fundamentally different from 2008: The economy is nominally “good” now, and unemployment is low, but everything from eggs to real estate feels more unaffordable than ever. 

“People say, The cost of living is so high, I need some joy,” Stevens said. “Like, You can’t deny me everything.”

What the frugalsphere can teach us now

When I talked to frugalsphere writers about today’s situation, I ended up realizing that even if some of their specific tips are no longer as applicable, their mindset still is.

At its best, frugality advice was always about adapting to your situation, whatever that might be. When rice is cheap, buy in bulk. When basil is expensive, use the leftover pesto you froze in an ice-cube tray. Nothing is cheap right now — and, to be honest, I have never had the energy to freeze pesto — but the basic idea stands.

“Frugality to me means intentionality.”

Kara Stevens

“Be flexible,” Shen says. Millennial Americans once worried about their jobs being outsourced. Now workers all over the world are worried about getting replaced by AI. No matter what, though, “you have to change with the times.”

For Gen Z, that might look like entrepreneurship and investing rather than a traditional career and saving for a home, Shen said. I can’t yet imagine what it will look like for Gen Alpha, but there’s something reassuring about the idea that flexibility is a skill we can learn, one that can help carry us through even the most macro of macroeconomic shocks. 

One big thing that’s changed since 2008 is the politics of personal finance. In the 2010s and 2020s, many critics of the frugality approach began to point out that without systemic change to lower the costs of housing, health care, and education, all the coupons in the world weren’t going to make much difference. Today, affordability isn’t just an individual concern — it’s the cornerstone of a lot of political debates.

But even as we look to systemic solutions, there’s another big lesson Americans today can take from the frugalsphere: Control what you can.

For Stevens, that looks like acknowledging that “within any system that has a bias toward corporations or the wealthy, we understand that things may not be fair,” she said. “That also doesn’t mean that you don’t have personal agency.”

Exercising that agency might mean being more mindful around retail therapy rather than cutting it out entirely, Stevens said: “If I know that I need these little quick boosts to make me feel good because work is stressing me out, can I carve out a part of my budget that allows me to do that without completely disrupting my financial goals?”

Stevens, for instance, cares a lot about her skin, so she spends money on skincare products that really work for her, and cuts back on things like purses that don’t matter as much.

“Frugality to me means intentionality,” Stevens told me. It’s about “living more aligned with your values.”

In today’s era of polycrisis, it feels downright insensitive to promulgate the idea that anyone can get rich with the right combination of tips and tricks. But most Americans make at least a few choices every week about where our money is going.

If we can make whatever choices we do have in a way that’s intentional, in line with our larger goals for ourselves and the world — maybe that’s a 2026 version of financial independence.

If you’re Gen Z and it feels like something is different this summer, you’re not alone. 

I’ve spent my career documenting — and living — this generation’s coming of age through reporting, focus groups, and surveys. More than anything else, and especially for younger Zoomers, it’s been characterized by the experience of the pandemic, which left many still feeling bitter and isolated even years later.

But lately, the vibes are very different. Performative pessimism is out. The summer of 2026 has been called a “Great American Sleepover” that will be known decades from now as “the good ole days” and “the best of times.” 

After years of post-pandemic malaise that saw young people’s mental health plummet as they opted for online engagement over offline opportunities, embraced a politics of doubt, and channeled their frustration into nostalgia for simpler times, nature is finally healing. A cohort whose coming of age was stunted by the chaos of 2020 is finally coming out of its shell. 

We’ve seen it packed movie theaters and record-smashing ticket sales for Spider-Man: Brand New Day and The Odyssey. We’ve seen it in sports, especially in New York City, where joyous people filled the streets for weeks shoulder to shoulder, first for the New York Knicks’ championship run and later for the World Cup that concluded just across the river. For the young adults whose defining life experience to this point was being trapped inside, the images of impromptu mass gatherings and fan celebrations resonated far beyond the five boroughs. 

But sports aren’t the only thing that has communities coming together in person as of late. Doves of young people have been lining up for froyo on any given night of the week, Love Island-obsessed observers have gathered in bars to watch the dating show, and despite dwindling patriotism, communities nationwide celebrated the country’s 250th birthday with hot dogs, fireworks, and fanfare. 

As one 25-year-old from Illinois told me, it’s the season of “summer-maxxing,” which means “enjoying every bit of summer and the perks that come with it.” 

In my own conversations and research, there’s a burgeoning sense that — for the first time in their lives — young people are driving the cultural moment themselves rather than having it inflicted upon them by older adults and events outside of their control. Some of the comments in this piece were shared in focus groups. Others came from a qualitative survey sent out to Gen Z-ers.

And while hope is a fragile thing, the implications could be profound. Through my work, I’ve tracked Gen Z’s loneliness and the fallout of the Covid-19 pandemic for years — examining how the damage has shown up in school, work, and politics, and even split my generation in two. The national conversation about young people has been just as dark, featuring stories overwhelmingly about what they aren’t doing: Hanging out with friends, hooking up, taking risks. 

A generation dismissed as terminally online is taking its politics offline as well, making their presence loudly known in primaries by walking neighborhoods, knocking on doors, and turning out voters.

In recent years, post-pandemic trauma expressed itself in a craving for simpler times that fueled Gen Z’s nostalgia era. Young adults daydreamed about how good things must have been back in the 1990s, or in the early 2000s, or even within their own lifetime, before the pandemic, before the 2016 election, and especially before smartphones, social media, and AI took over the world. This nostalgia even helped power some young voters’ rightward shift in 2024, as they embraced a candidate who ran on a campaign to bring back the pre-pandemic past. 

But this summer, the summer of 2026, is a moment of its own, and it involves engaging with the present rather than wishing we were somewhere else. 

Take the movies, an industry that doomsayers warned was in danger of extinction after the pandemic trained a generation to stay inside with streaming devices.

Instead, this summer has seen two massive box-office hits — Obsession and Backrooms — that were made by young people, for young people, and saw young audiences turn out in droves for repeat in-person viewings. Obsession, directed by 26-year-old Curry Barker, drew on Gen Z’s anxieties about dating and intimacy. Backrooms, directed by 21-year-old Kane Parsons, drafted off a YouTube horror meme about people trapped in (generational metaphor alert) a never-ending indoor space. 

It’s probably not a coincidence that these movies came out at a time Gen Z was confronting their post-pandemic fears of isolation head-on. Again and again in focus group conversations across the country, I’ve heard from young people who are looking to log off their devices and spend time together in-person. 

“People seem a lot more interested in experiences rather than just like going out to go out,” a 17-year-old girl from Arkansas said. “People want to go…to concerts, go play pickleball, go to farmers market[s], go thrifting, go hiking, go on a coffee run. I think it’s just kind of more looking for community as opposed to entertainment.”

There are other signs of behavioral shifts. After years of data showing Gen Z drinking less than their adult peers, they are now keeping up with older generations: 74 percent of Gen Z reported drinking alcohol in March 2026, almost on par with the 76 percent rate for boomers, according to an IWSR report released in July. The report also found something very telling — rather than drinking to unwind, as has been the case for older generations, Gen Z is drinking more to socialize and to be with others.

In cultural events around the country, you can see this appetite for in-person gatherings that force young adults to unplug. The generationally beloved Phoebe Bridgers hosted phone-free concerts where she required her fans to put their devices in Yondr pouches. And there are impromptu “lie down” gatherings meant to encourage a collective, communal pause that are happening in Central Park. To keep up with this shift, Tinder — the epitome of online dating — will launch in-person dating events in 26 cities by the end of September, signaling that any business interested in capturing Gen Z must now have an in-person component. 

A generation dismissed as terminally online is taking its politics offline as well, making their presence loudly known in primaries by walking neighborhoods, knocking on doors, and turning out voters. When I ask focus groups about which politicians catch their attention, they’ve brought up figures like James Talarico, Jon Ossoff, and Marco Rubio, who they identify as having a more energetic and optimistic approach. Young people have often mentioned New York City Mayor Zohran Mamdani as a model politician, and one of the traits I hear consistently that they like about him is that he is out in the street and easy to bump into. His online videos also emphasize him out in the world, interacting with constituents, or walking down the entire island of Manhattan.

“I think there’s a stronger presence of people coming together, whether it is for their favorite sports team with the NBA Finals and World Cup (let’s go Knicks!), stronger political activism, especially with primaries coming up in states like New York, and simply attending events like Pride parades,” one 30-year-old man from Brooklyn said. 

There’s no doubt that we’re experiencing something new. The question then becomes whether it’s a momentary trend: Where does the IRL energy go when it gets cold, dark, and college kids are back in school? 

As the reality of fall intrudes, the vibes could certainly shift. And it will take time to see whether these nascent cultural trends show up in hard data — one thing I’ll be watching is whether Gen Z’s trademark self-reported anxiety, unhappiness, and loneliness start finally reversing.

But I do see a world in which some of the Gen Z summer trends persist — perhaps we’ll see more in-person NFL watch parties or fantasy football drafts, community organizing for midterm election candidates, and more energy around in-person celebrations for Halloween or Friendsgiving.  

My bet is the post-nostalgia era is here to stay. Just as Boomers were permanently changed by the “Summer of Love” — a period some history-minded young people have compared this season to — this is going to be a core memory going forward. It’s our time now, and we’re not going back inside.

In late July, Universal and IMAX extended 70 mm IMAX showings of The Odyssey through mid-September. In New York City, these screenings basically sold out immediately, save for a few seats in the front row. People trekked to AMC Lincoln Square 13 — one of only 25 theaters in the US, 41 in the entire world, that can screen the film in this format — to wait in line to buy tickets in person because the app was constantly crashing. Similarly, September screenings across the country are still packed. 

This phenomenon signals to me that there are a lot of people (Virgos? Oracles?) who have a better grasp of the future, specifically the 30 days between August and September, as well as the concept of an upcoming Wednesday, than I will ever possess.

I also see it as a sign that scarcity is the most powerful social currency of the moment. Like a cup of frozen yogurt people wait hours for or a Trader Joe’s tote that incites a hot frenzy, seeing Christopher Nolan’s latest masterpiece in its intended format is just the latest and greatest example of how access to something limited or exclusive has become a dominating cultural force.   

Why seeing The Odyssey in 70 mm IMAX is an odyssey in itself

Paul Hardart, a professor at NYU Stern School of Business who specializes in the marketing of film and television, sees the demand to see The Odyssey in this specific format as a collision between scarcity, and high value cultural currency. Hardart said that in order to really understand why the movie has become such a phenomenon, you have to understand that there’s a higher bar for going to see a movie in a theater than there used to be. 

“Coming out of the pandemic, what has changed — particularly in the movie business and particularly the theatrical movie exhibition experience — is people go to comedies, dramas, and adventure movies less frequently,” Hardart told me. One of the big motivators to get people off the couch and into a multiplex is the promise that the movie will be an experience.

“To get me out of my home, it’s got to be worth it,” Hardart said of the current mentality, adding that The Odyssey is exactly this type of movie. “I want to have an experience and I’m going to go with my friends and you know what, I might pay extra for it. I’m going to go see The Odyssey the way it was intended.” When you’re able to get an 70 mm IMAX ticket, not only do you get to see this great work of art, but you also get to tell everyone you were able to do so despite it being so difficult. 

“I saw it in a regular theater and I felt like a loser,” Hardart added. It’s not that the regular, non-70-mm viewing didn’t have great performances, or beautiful cinematography, or any of the factors that contributed to all of the critical adulation that the movie’s received. Hardart thought it was fantastic. But he wanted to see it in the way Nolan intended, in a format that’s only available in 41 rooms in the entire world.  This experience-first approach isn’t specific to movies; Hardart is also seeing it happen at concerts, festivals, and any kind of in-demand, exclusive event.

“If you go to the US Open, they have those Honey Deuce drinks; so many people there are taking selfies of themselves drinking these $25 drinks,” he said. “I don’t know if they’re there for tennis. But I think some of them are there to say, ‘I went to the Open, I had the experience, and I drank this bespoke drink, and I want you to like me or respect me or think I’m cool.’” 

The dopamine-fueled reason we want things that no one else has

Jared Watson, an assistant professor of marketing at NYU Stern, studies the things people buy to feel cool, and the broader subject of consumer culture at large; he introduced me to a concept called signal theory. In the context of consumer behavior, it’s how we try to communicate to others that we’re hip, or smart, or likable — any trait that might not be immediately observable —  through the things we buy and possess. Thanks to social media, our experiences have become as visible and effective as material objects in telegraphing an identity.  

“We’re all constantly trying to show people who we are and what we’ve done and the life that we have,” he told Vox. “And scarcity is really gasoline on that fire.” 

There’s still massive social currency to be mined.

The more difficult it is to have an experience, the higher its social value. Watson said that humans get much more satisfaction when they’ve experienced or purchased something before everyone else has. Once everyone has access to the thing we’re using to signal, its social value goes down. 

This may help explain The Odyssey’s 70 mm IMAX phenomenon. Because there are a limited number of showings, seats, and theaters, it’s going to be a long time before the number of fans who’ve seen it in 70 mm outnumber the people who haven’t, if that day ever comes. There’s still massive social currency to be mined. 

There’s also the fact that humans love the anticipation of getting our hands on something, maybe even more than obtaining it, according to Ginger Pennington, an associate professor at Northwestern University. Pennington studies human motivation and consumer psychology. 

 “The pleasure that you’re feeling is more intense right before you get the thing you’re coveting than when you get or when you actually have it and are able to consume it or use it,” she said, explaining that the positive hit resembles the pleasure some people get from gambling, and is part of what drives shopping addiction. 

Essentially, getting to the front of a frozen yogurt line is going to be more satisfying than whatever the frozen yogurt tastes like; nabbing a Trader Joe’s bag is going to make us much happier than stuffing the tote. And perhaps finally getting tickets to The Odyssey will give you more pleasure than actually seeing The Odyssey. Though, to be clear, I do not pretend to know how intensely one can love The Odyssey or Christopher Nolan. I just know I need to see it in 70 mm.

Young American men are in trouble. They are the loneliest demographic in the Western world. Their social circles are shrinking. At all ages, they are significantly more likely to die by suicide than their female peers.

But if there’s one place where young American men are likely to congregate, regardless of race or political beliefs, it’s the world of video games. According to a 2017 Pew study, 72 percent of men under 30 say they play video games often or sometimes. The gaming world is a place they feel safe — which means it is full of untapped potential for building community, says video game expert George E. Osborn.

Osborn is the founder of Half-Space Consulting, which advises governments and NGOs on the social impact of video games. In his new book Power Play: Video Games, Politics, and the Battle for Global Influence, Osborn shows that anti-democratic powers and violent actors have been exploiting the video games space for decades. 

Most visibly in the US, a large community of gamers rallied together in 2014 to harass prominent female game developers and gaming journalists. They forced multiple women into hiding while claiming that they were fighting for ethics in gaming journalism. The campaign, which became known as Gamergate, made so much noise that it attracted the attention of Steve Bannon, who organized supportive coverage on Breitbart and treated it as a recruiting ground for the racist, misogynistic, and anti-democratic alt-right movement. As Osborn documents in Power Play, the communities that sprang up to organize Gamergate became pipelines to the communities that organized the deadly “Unite the Right” rally in Charlottesville in 2017.

“Bannon’s intuitive understanding of the power of toxic gamer communities created the digital-activist base, the tactical playbook and the strategic approach necessary for ‘mainstreaming’ populist far-right ideas within the online media ecosystem,” Osborn writes in Power Play. 

Yet Osborn also writes that there is a vast potential for good within gaming communities. He shows that gaming can help people understand pandemics and autocracies and climate change; that it can connect people to one another and make people less lonely.

I wanted to understand what those possibilities meant for the young men who are so invested in video games and are in so much trouble, so I called Osborn up to discuss. Our conversation has been edited for length and clarity.

You write in the book that there’s always been a wide audience for video games across demographics. But when people talk about gaming’s traditional audience, they’re mostly talking about young men. How does that happen?

In the 1980s and the 1990s, video games were not sold on the basis of who wants to play. They were sold on the basis of who buys technology. There were two primary audiences: families with kids, and young men buying tech.

Then a couple of things all happen at the same time: The introduction of the smartphone in about 2007; the emergence of digital storefronts like Steam and The App Store; the financial crash. Video games companies start to think, “We have done very well in a small number of markets. What happens if we start reaching a wider base?”

The number of people around the world playing video games goes from hundreds of millions to about the 3.6 billion that we see today. When you look at the gender split of players, roughly speaking, the gender split in the US is now nearly 50/50, and the average age of a player is much closer to late 30s, early 40s. It creates this space where that traditional audience of younger men start to feel left behind, like the industry is moving away from them. 

What’s really interesting, when you look at this in the context of the research that I’ve done, is that it creates a grievance culture amongst some of those younger men. That ultimately opens up the opportunity for someone to begin taking advantage of it. 

In the book, you talk about how there are a few different things that make gamers an attractive group for political actors to try to target. One of them was this idea that gamers are highly likely to act on their beliefs. What does that mean in this context?

The nature of play — I think it was actually the writer Naomi Alderman who talked about this — is that it encourages agency. If you compare it to other creative mediums, even the most linear of video games, a player [moves] through it in their own way. They don’t have exactly the same experience as everybody else.

It encourages people to really believe in themselves as participants in the medium. They are not solely consumers of the culture, and therefore they feel that they have a greater say over what happens.

Then it [also] creates a strong community tie between the people who are involved in play. The sheer breadth of choices available to you brings the community together to talk about how to play, and ultimately the way it makes them feel. [That’s] part of the reason why these information spaces are so powerful.

Along those lines, you document Steve Bannon getting interested in Gamergate and leveraging that phenomenon to help create the alt-right of the 2010s. A lot of the political groups you discuss who try to intervene with gamers use top-down propaganda, but it seems like Bannon’s really interested in them as a specific community, right? He’s not making didactic games about why they should support Trump. He’s talking about how they’re heroes fighting for ethics in gaming journalism. What’s the effect of that choice?

It creates a sense of power within those communities they may not have otherwise felt. If you compare it to the last US election, Kamala Harris’s campaign created an officially branded Fortnite experience. It promised players a chance to engage with the campaign’s key pillars. Which is exactly the kind of top-down, non-inclusive communication where you are going into someone else’s arena and putting something in there that would never emerge from that space organically. 

Obviously the message doesn’t work. It ends up reeking of elitism.

I think what Bannon realized is this group had its own things that it felt were important. Particularly within Gamergate — I think that they were talking about things that were toxic, lies, untrue. But it coalesced to create an identity around that group. Bannon realized that ultimately, if you promoted it upwards, then they would feel part of this wider community.

A lot of the most visible political activity associated with gamers in the US has been pretty dark and even quite violent. I’m thinking of not just Gamergate, but the Charlottesville riots and the assassination of Charlie Kirk. Is it possible to harness the energy of this community toward more constructive ends?

I just came back from Games for Change in New York. It’s a big festival in the US every year. There’s satellite events around the world. It looks at the way that these dynamics can be used for various social goods, provided that you are actually leaning into them. 

The UN’s Playing for the Planet Alliance reached hundreds of millions of people by asking game makers to create content on their behalf [about climate change]. It wasn’t a case of saying, “We need you to create games that do this specific thing.” It was much more, “Here is a theme. Create something that works for your community.” 

When more elite institutions chose to engage with games communities on their terms, they tended to achieve much bigger reach, at a much lower cost, and with much more positive outcomes than any of the hostile uses that I talk about in the book. And frankly, because these communities have often felt pushed to the side, they also feel particularly validated when someone comes into their space and says, “Actually, we do recognize your power. We would love to work with you to make the most of it.”

How do you know that the effects are so much bigger than something like Gamergate? Are there numbers you can cite?

One of the best examples was in 2022, when Epic Games did fundraisers for the Red Cross through things like Fortnite. Their game store raised more money for the charity and its work in places like Ukraine than were donated to it by the countries of France or Italy.

You’re talking about this potentially massive effect, but thus far it’s tended to be sporadic. When you compare it with a lot of the examples that I look at in the book, especially Saudi Arabia’s attempt to use video games within its soft power strategy, there’s clearly much more strategic thinking [from the Saudis] about the way to influence these communities. 

That’s one of the missing pieces of the puzzle in a lot of democracies. We have the ingredients for this to work really effectively, but at the moment it feels like we’ve not got anyone cooking.

I came away from this book with this sense that for a lot of young men, video game communities are a precious space where they feel seen in a way that they don’t in a lot of the rest of society right now. What makes this world so special to these men?

Video games have always been social. With young men in particular, because the medium has been so closely attuned to them, [many of them] are going to find their groups and communities within these worlds. 

This is me speaking more from British experience, of thinking what it’s like to be a man growing up in the UK. We’ve seen significant cutbacks in local investment into things like community groups, clubs, youth spaces. Online communities and online game communities have helped replace a lot of things taken out of civil society. 

The loss of investment in third spaces, especially for teens, is definitely something we’re seeing in the US as well.

You write about campaigning to combat the loneliness epidemic in the UK through gaming outreach. How did that initiative come together?

I was contacted by the government around April 2020, during the pandemic. I was working at the time as the head of campaigns and communications at Ukie, the video games trade association. 

Quite early into my job, I realized all of the different games companies that formed Ukie had very different cultures. You couldn’t tell them what to do, because frankly, it wouldn’t work. 

So I went in and said, “Okay, we’ve got an ask. We want you to encourage your communities to find one hour to sit down in their favorite online game with a friend, family member, or co-worker, and ask them how they’re doing.”

Different companies took part in the campaign. But they went out to their communities with different messages. Some of them were going out with streams from their community managers. Some of them were just replicating the messaging that we had. Some of them were doing more dedicated messages to players via games. 

It’s not particularly scientific, so take it with a pinch of salt. But afterwards, the polling firm Ipsos MORI found that across Europe, players in the UK were roughly 10 percentage points more likely to say that video games made them feel less lonely than other parts of the continent. 

Looking back on that, I can see that a lot of the ideas I’ve had, about how games can be an information ecosystem and about how you effectively communicate to it, can be found in that campaign. 

It’s about decentralizing the message. It’s allowing people to take it and run with it. That’s when it becomes really effective.

Editor’s note, July 31, 8:15 pm ET: FIFA announced it was scrapping the plan to sell a stake in the World Cup.

The 2026 FIFA World Cup wasn’t perfect, but it was still pretty great. Legions of fans got to experience the US (and Canada, and Mexico), and Americans embraced visiting teams in turn. There was lots of extremely good football (soccer), and Cinderella teams like Cape Verde had a chance to shine. 

Not even two weeks later, though, FIFA president Gianni Infantino is doing his best to kill the good vibes.  He has a new proposal to sell stakes in the World Cup to private equity, attempting to capitalize on an enormously profitable tournament — with record revenue of about $15 billion in this year’s edition.

Specifically, his plan would create a new entity to run the World Cup, with FIFA the majority owner. Up to 21 percent of the company would be offered to private shareholders, in a major departure from FIFA’s current, ostensibly non-profit model. 

And so far, nearly everyone hates it. Many of FIFA’s 211 member associations are in outright revolt; one of its six regional confederations, UEFA, which represents European football, has threatened to boycott FIFA events if the plan goes forward. “We will never lend this model our legitimacy,” UEFA wrote in a statement released Thursday.

Go a little deeper

UEFA is not the only governing body in football that has condemned Infantino’s plan to bring private money into the World Cup, though it has led the charge. Concacaf — which represents North and Central America, plus the Caribbean — and the Asian Football Confederation have also come out against the idea. 

Collectively, they make up nearly two-thirds of FIFA’s member associations, which creates a real math problem for Infantino — the plan would require approval from a majority of FIFA members to take effect. 

The intensity of the backlash has raised questions about Infantino’s future. As the Athletic reported on Thursday, he’s up for reelection as FIFA president in March, but he may no longer have an easy time of it. On Friday, FIFA’s chief operating officer described the proposal as “the project of one person” — Infantino — in a statement coming out against it.

For now, though, FIFA and Infantino say they plan to forge ahead with a “consultation period” for the plan. It sets up an even higher-stakes version of the battle over “hydration breaks” — which double as lucrative commercial breaks — that Roger Bennett, founder of the soccer podcast Men in Blazers, described to Vox in June.

“Ultimately,” Bennett told Vox, “the whole game of football is currently in a battle between its roots and the commercial imperative that comes from being as big as it is. … It is the last megaphone which is faintly audible around the world. And when you have something that big, it becomes deeply desirous to make as much money as you can out of it.”

One link for later

➨ Bail on plans the right way. If you’re currently staring down a weekend engagement you’d rather not attend, Vox’s Allie Volpe has some pointers on canceling without injury or offense. For starters, you can only bail on casual events with someone you either know very well or not that well at all. And you should offer an honest excuse before attempting to reschedule.

Before you go…

• Did you know…that, until 2016, scientists routinely excluded female mice from medical research? The National Institutes of Health now requires that researchers include both sexes to help guarantee that drugs work safely for both men and women.
• Today’s trivia: What’s the Vietnamese word for “festival”? (You can find this and other brain puzzles in Vox’s daily crossword. Look for the answer in tomorrow’s edition.)
• Yesterday’s trivia: Yesterday we asked you to identify the “ugli” fruit. Ugli is the registered trademark for the Jamaican tangelo, a natural — and honestly, perfectly good-looking — hybrid that was discovered in the wild in the early 1900s.

This story appeared in Today, Explained, a daily newsletter that helps you understand the most compelling news and stories of the day. Subscribe here.

“Ooooh, a jar, a tiny little jar,” the overlapping voices of the popular social audio say in a hushed, awed tone, evoking an intrusive thought. “Keep the jar with the other jars.”

Jess Lynch, an artist in Toronto, made the audio on a whim. Among her friends, she’s known as the one whose dishwasher is always filled with jars. 

Not just any old jar, mind you. Lynch has standards. “It’s gotta be a solid mason jar,” she said. “It’s gotta have a lid.” Other qualities that make a container worth keeping? A good seal, watertight, completely see-through, no sticky labels. If it doesn’t meet her standards, it goes straight to recycling. 

Still, she savors the chance to take a container for another spin. “I love reusing,” Lynch told Vox. “Why would I go to the dollar store and buy to-go cups that have to go in the garbage when I could take my little pasta sauce jar that I picked out from dinner last night [and] fill it up with a little savvy B?”

When other people started using the clip as a soundtrack for showing off their own jar stashes, she realized she had struck a chord. The community of collectors is legion.

More than half of American grocery shoppers reuse their glass containers, according to an EcoFocus survey commissioned by the Glass Packaging Institute (GPI). Nineteen percent reuse them for food storage, 14 percent repurpose them for tasks such as organizing and crafting, and another 20 percent reuse them and then recycle them later. Meanwhile, about 30 percent choose to recycle them immediately after use. (Whether you reuse it a hundred times or throw it in the recycling right afterward doesn’t affect how recyclable the glass is, per GPI president Scott DeFife, because the material is “endlessly recyclable.”) 

People who stockpile jars, bottles, and other containers often hold onto them with some glorious intended future purpose in mind. What once held store-bought pasta sauce could stow lentils, leftovers, or that pickling project you’re definitely about to start. Perhaps all of those glass olive containers could become a set of chic matching centerpieces for a dinner party you throw down the line. And there’s nothing better to hold a propagating plant stem than a buxom bottle. The container may be empty, yet it’s full of possibility. 

The satisfaction of stashing

Monica Chavez, the content creator behind House of Esperanza, said she began saving jars when she was a kid. “I come from very humble beginnings,” she told Vox. “We didn’t have much growing up, so repurposing, recycling, and finding a use for everything was critically important.” Sour cream containers held leftover food. Old coffee tins became planters. 

And that sensibility stuck with her, which she describes as, “Yeah, this is a cute jar, I am going to get the most out of it. … It’s that human need to make use of the things you spend your money on.”

Chavez will go out of her way to acquire the right container. She finds that the jar for the Rao’s sauce sold at Costco, for instance, is a more useful shape than the one at grocery stores. She’ll even pay a little bit more if it means she can hold onto the vessel. For example, she buys Oui yogurt, which comes in glass jars with a foil top. “I bought a set of bamboo lids and now I repurpose those,” she said, adding that the jars can store overnight oats, salsa, or other food, or be used by her daughter when she’s watercoloring. Chavez has noticed companies being more savvy about packaging “their products in a way so that the product can continue to live on in those people’s homes…and then it kind of becomes free branding for them.”

“If the cabinet won’t close, it’s time.”

Monica Chavez, content creator, House of Esperanza

Yoplait, the manufacturer of Oui, is definitely aware of the appeal of its container. It has an entire page on its website dedicated to “jar crafts” such as wedding table centerpieces, mini topiary trees, and beauty organizers. Jam company Bonne Maman similarly has a webpage filled with DIY “hacks” for its iconic jars with red gingham tops. “Reusing your empty jars is the perfect way to enjoy Bonne Maman, even after the last spoonful!” it says.

While Chavez has “a lot of jars in rotation constantly,” she also regularly culls her collection. “If the cabinet won’t close, it’s time,” she said. She’ll often list them on Facebook Marketplace or in a “buy nothing” group. “Let them live on somewhere else instead of immediately trying to recycle them,” she said.

Rachael Engelhardt of Trader Joe’s Kitchen and Food With Hardt is a big-time stockpiler who said she’s currently “at max capacity” with her jar collection. But when one of them goes home with a friend or the lid gets rusty, there’ll be an opening in her cabinet for more. She regularly puts them to use because “I have to justify keeping them all in my kitchen.” One of her most coveted containers to reuse is a spice grinder — if she buys one that holds, say, black peppercorns, it might end up grinding up an entirely different seasoning later. 

Lynch, Chavez, and Engelhardt all seem to actually take advantage of the various jars and bottles they stash. But for others, that’s not quite how it goes.

“I’ve seen desirable jars and I’ve saved them, like, one-off,” Sally Augustin, an environmental psychologist and a principal at Design With Science, told Vox. “Only usually, in fact, always in the past, it comes to a point where I’ve had it for a while and I realize, I’ve never put anything in this jar. I think it’s time for it to be recycled, and off it will go.”

Augustin said that many of these containers seem “inherently potentially useful” but, when it comes down to it, “we probably actually have better options.” As she sees it, jars might appeal to people’s nostalgia, or folks might like the look of it, or want to believe they are the kind of person who will reuse vessels. But when those containers gather dust rather than color-coordinated art supplies or heirloom seeds, it might be time to admit defeat. You don’t need an increasingly crowded shelf of empty jars reminding you of your failure to meal prep or make eye-catching terrariums. In that case, the ultimate container — the recycling bin — can relieve you of this burden.  

The impact of reusing jars on the planet

Even though this practice falls under the dictionary definition of “reuse,” is it actually helping the planet? Not particularly. Paul Ferraro, a Johns Hopkins University professor who studies human behavior and public policy, said that this kind of “consumerism-sided decision-making has very little effect on the environment, positively or negatively.”

Ferraro gets the impulse. “These minor decisions make us feel better psychologically,” himself included, he told Vox. But individual choices such as plastic versus glass or paper versus plastic “do not matter in a meaningful way compared to collective changes in how we manage our environment,” he said. It’s not that these decisions are utterly meaningless; more that they’re overall “without significant impact,” he said. 

If reusing jars you already have keeps you from buying a slew of Tupperware online, great. But if the hunger to acquire new and better reusable vessels has you ordering glass containers from e-commerce sites and getting them shipped overnight, you might be canceling out any of that good when you account for packaging, emissions, and manufacturing.   

Ferraro “would not encourage anybody to waste much time” agonizing over specific decisions like glass versus plastic —“worrying about whether there’s an optimal choice for packaging is misplaced energy.” The calculations that go into it are complicated and very variable, with little to show for it in the end. Glass has higher upfront environmental impacts than plastic, per Ferraro: producing it is energy intensive, and it’s heavier so it costs more to transport. The concern with plastic, meanwhile, is what happens after its disposal — if it’s treated as litter, it’ll break down and leach microplastics into the environment. And your ability to recycle it depends on the recycling practices where you live. “So by and large, the rule of thumb is if I’m going to reuse that glass and it’s going to displace other purchases that I would have made, then the glass can be a better choice,” he says. “But the difference is going to be tiny.” 

Of course, it’s much easier to commit to reusing containers than, say, utterly changing the way the United States manufactures products — the latter feels a little above our individual pay grade. But if you want to do your part as an individual to stop climate change, Ferraro says forgoing a cross-country plane ride “would be vastly more impactful on the environment than any of my consumer decisions throughout the whole year,” he said. Ensuring your home is well-insulated is another more effective choice. 

So if you’re torturing yourself by holding onto containers you’ll never use for the sake of Mother Earth, release your chains and toss them in the recycling bin. But for many collectors, it’s not about that. 

Lynch said that she thinks of the spirit of her grandmother whenever she puts something from her jar collection to good purpose. “Every time I find a new use for something that I have hung onto for a while, I feel vindicated,” she said. “Like, oh, I knew there was a reason I was keeping this.”

Organic chicken costs on average more than twice as much as conventional chicken, and people buy it in part because they believe that the animals are given a much better life. 

If you’re one of those people, maybe you envision a small farm where flocks of healthy birds split their time between green pastures and spacious barns. When a chicken gets sick or injured, you might picture a veterinarian tending to them, and if they can’t be saved, they’re humanely euthanized. While the chickens aren’t pets, you’d assume that they’re at least not abused.

These are reasonable expectations, given how organic farming is marketed. And organic chicken certification does, on paper, legally require better animal welfare than conventional rearing: more space, fresh air, outdoor access, and other improvements.  

But a new undercover investigation reveals that these expectations may often be far from reality.

Earlier this year, an investigator with the nonprofit Mercy for Animals worked at an organic North Carolina farm that raises chickens for Pilgrim’s Pride, a major supplier of conventional and organic chicken. Pilgrim’s Pride then slaughters the chickens and sells them to Costco and other brands. The farm is also certified as humane by the nonprofit American Humane Society. (Disclosure: I worked at Mercy for Animals prior to joining Vox in 2020.) 

During his roughly 2.5-month stint at the farm, the investigator documented unsanitary living conditions, along with severe neglect — like birds with twisted necks and open wounds — and disturbing cases of outright abuse, including the farm manager leaving birds to die slowly in deadpiles, and euthanizing birds by bludgeoning them with PVC pipes and rakes.

“It was every day that the manager would be bludgeoning chickens to death or burying them alive,” the investigator, who goes by the pseudonym Sam due to the covert nature of his work, told me. 

But many of those in the industry don’t seem to want to talk about it. The farm could not be reached for comment. Hiland Global Certifications, a certifier of organic foods that audits the farm, declined an interview request for this story and did not respond to detailed questions. Costco didn’t respond to an interview request and detailed questions. Pilgrim’s Pride declined an interview request and didn’t answer specific questions. 

In a statement, a spokesperson for Pilgrim’s Pride said that it is “deeply disturbed by the conduct” at the farm, that it has dropped it as a supplier, and that it will initiate additional third-party audits at its supplier farms. 

However, when chicken companies — or supermarkets, for that matter — drop farms as suppliers, they shouldn’t expect that whatever farm they supply from instead will be extraordinarily different; such cruelty has been found over and over and over again in the US poultry industry, including numerous past investigations of farms that supply Pilgrim’s Pride.

What’s notable about this new investigation is that it exposes problems within two beloved, and supposedly more ethical, institutions in American life: Costco — with its higher employee wages and stated commitments to progressive causes — and organic farming, which has long been perceived as a more moral sector of the food industry. 

The investigation also reveals the immense shortcomings of governmental oversight, corporate animal welfare guidelines, and third-party inspectors, because at each step of the supply chain — from the farm, to the chicken supplier, to the organic certifiers and American Humane Society auditors, and finally, to Costco and other corporate buyers — severe animal cruelty appeared to slip through the cracks. 

Organic may not mean what you think (for animals)

The USDA launched its organic certification program in the early 2000s, a time when consumers were increasingly hungry for alternatives to America’s highly industrialized food system. 

When it comes to crops, organic farms can’t grow genetically modified plants or spray their crops with synthetic fertilizers and pesticides. Organic livestock operations must give their animals organic feed and are also required to give them outdoor access, more barn space, cleaner air, and other higher welfare standards than conventionally raised animals. Euthanasia must also be humane.

The investigated farm at the center of this latest Mercy for Animals investigation has about 100,000 or so live chickens on its premises at any given time, and it does give the birds more room in their barns than a conventional farm.  

Among the main welfare requirements in the USDA organic program, though, this was the only one it appeared to follow. Mercy for Animals alleges that it uncovered numerous organic standard violations at the farm, including:

• Outdoor access: While the farm did have outdoor space for the birds, Sam said he never saw them have access to it. (He said the manager told him Pilgrim’s Pride had a temporary exemption on this rule for farms in the area due to inclement weather that winter and spring, though “there were no major weather events during my employment,” Sam told me.) 
• Safe ammonia levels: Chicken waste emits a lot of ammonia, which at high enough levels can cause respiratory issues and even blindness for the birds. Levels must remain below 25 parts per million, but Sam recorded it reaching up to at least 100 ppm in one barn, which was the highest his reader went.
• Darkness: Organically raised chickens must be given a minimum of eight hours of continuous darkness per day so they can sleep. However, the manager said she only gives them three to four hours (she also told Sam she planned to increase it to eight hours on the day an employee from Pilgrim’s Pride was scheduled to arrive). Chicken producers restrict darkness in order to increase profits, as more light makes the birds eat more and grow faster.

Sam said he documented more than 70 incidences of improper euthanasia, with the farm manager regularly euthanizing sick and injured chickens by bludgeoning them with PVC pipes and rakes. In one instance, the farm manager crushed a bird with a bucket, and in another, slammed a chicken against a wall.

Sam also recorded instances of chickens kicked and thrown. Many birds suffered from severe injuries, like torticollis (twisted neck), leg deformities, and lesions on their bodies and feet, while others were too weak and sick to even stand and walk. 

The investigation illustrates that organic and even basic welfare standards are only as good as their enforcement. The USDA requires organic farms to be inspected yearly, which means that for the vast majority of a given year, farms that flout the rules likely won’t have any meaningful repercussions.  

A spokesperson with the USDA said it is unable to comment on investigations. “Upholding organic integrity and protecting organic producers and consumers is a core mission of NOP [the National Organic Program],” a spokesperson wrote in a statement to Vox. “Part of that mission includes providing due process under the law and allowing certified organic farms to come into compliance when problems occur.” 

Investigations into other organic-certified animal farms have also found organic standard violations and animal neglect and abuse.

The farm is also certified as humane by the nonprofit American Humane Society, which is known to have relatively low standards that are similar to the industry’s own general guidelines. The American Humane Society declined an interview request for this story and didn’t respond to detailed questions. “We have zero tolerance for animal cruelty and abuse,” a spokesperson wrote in a statement to Vox. “We are aware of the video and have launched an independent investigation.”

How to make organic chicken better

Mercy for Animals alleges that the farm in question violated several USDA organic standards. But it’s also important to look at what organic standards don’t include in the first place, like more humane slaughter methods and better breeding. 

Breeding may sound dull and unimportant, but it’s by far the most pressing welfare issue in chicken farming, including on organic farms. The modern chicken has been bred to have abnormally large breasts, which consumers most prize. That makes it hard for their tiny legs to support their top-heavy bodies, and as a result, many have trouble walking and standing, as Sam documented. 

They also grow incredibly fast, which causes some chickens to die prematurely on the farm from painful lung and heart conditions; some die from dehydration or starvation because they can’t stand and walk to reach food and water. Even the president of the World’s Poultry Science Association has acknowledged that chickens’ “existence is painful.”

So many chickens die prematurely on farms that collecting and disposing of them is a primary responsibility for chicken farmhands. “My main job duty was mostly collecting the dead,” Sam told me.

In the wake of these investigations, it’s not uncommon for companies to condemn the cruelty and drop the farm as a supplier. Similarly, many consumers vow to boycott the companies affiliated with an investigated farm.

These instincts are understandable, but they ultimately won’t result in much change for animals. That’s because 80 percent of all chickens in the US are factory-farmed by just 10 companies, they all generally use the same fast-growing chicken breeds and management practices, and most have been investigated only to find cruel treatment and abysmal living conditions. 

To reinforce that point, Sam said that what he witnessed wasn’t exclusive to this one farm or meat company but is rather emblematic of the overall industry’s culture: “Every time we go into a [farm], we find the same things; it’s always animal abuse, animal cruelty.”

In a formal complaint, supported by an affidavit with photo and video evidence, Mercy for Animals is demanding the sheriff’s department in Lee County, North Carolina, to investigate and pursue criminal charges against the farm’s manager for animal cruelty and false advertising based on the many documented organic violations. But the organization’s bigger goal is to push large companies like Costco and its competitors to adopt higher animal welfare standards — and make sure they stick to them.

“This isn’t really about one investigation. … It’s about whether companies with enormous influence are willing to take responsibility for the systems that they create,” Arash Yomtobian, president and CEO of Mercy for Animals, told me. “Costco has the power to reduce suffering for more than [an estimated] 250 million chickens annually through proven reforms, like slower-growing breeds and improved living conditions, yet the company continues to choose profit over accountability.” 

In 2021, Mercy for Animals released an investigation into Costco’s conventional chicken line that found many of the same welfare problems as the latest investigation. Months later, Costco said it gives its birds a little more space than the industry standard and that it was experimenting in giving birds environmental enrichment. The company didn’t follow the group’s urging to use slower-growing breeds that have less painful existences by way of fewer leg deformities and fractures, and lower rates of metabolic disorders. 

Several European countries are moving away from fast-growing chicken breeds, though the US poultry and grocery sectors have largely resisted activist pressure.

Costco says animal welfare is a “moral and ethical obligation.” Pilgrim’s Pride says providing safe and high-quality chicken housing is a priority. The American Humane Society says its standards ensure humane treatment. The USDA says its organic standards strive to align with consumer expectations on animal welfare. These are the nice things companies that sell meat, and the institutions that certify the meat, say. But Sam’s investigation — and more than 200 other ones — prove that reality rarely matches corporate platitudes. 

The most foolproof solution to this systemic cruelty is for consumers to simply eat fewer animal products. But animal advocates and organic food proponents have also proposed a number of solutions to reduce animal suffering on farms, which include:

• Setting higher organic animal welfare standards.
• Passing basic federal welfare laws for conventionally raised livestock (currently there are none for animals on farms and ranches).
• Unannounced, frequent, and thorough organic farm audits; stricter penalties for violators; and making audits free (currently, farms pay certifier companies, which could incentivize certifiers to minimize violations and penalties in order to maintain their clientele).
• Installing CCTV cameras on farms and inside slaughterhouses.

Some groups even want to see the federal government create a dedicated animal welfare agency.  

There is no shortage of ideas on the table to reduce animal suffering on farms and bring more integrity to the many “humane” claims on meat, milk, and egg packages. The question is whether lawmakers and regulators have the courage to implement them.  

The comical charm of Meta’s new AI-enhanced, smart glasses is that they’re seemingly made for someone unimpressed, perhaps thoroughly, with the way they’re experiencing life. 

Being unhappy with life in its current state is, of course, intrinsically human and a problem that is as old as time. In fairy tales and folklore, the motif ends with a lesson — sometimes with the aid of magic, divine punishment, and maybe a witch or two — to be thankful for the things you have. More contemporary interpretations involve time travel and alternate realities, and perhaps some kind of Christmas theme.

Now, in 2026, we have glasses imbued with technological magic. The $300 Meta glasses are equipped with dual cameras as well as multiple microphones and tiny speakers that connect to an AI-powered app on your phone. This allows you to understand languages you can’t speak, command music to be played, perhaps even identify people you don’t know, and record anything you want and keep it, should you desire, forever. Having the ability to do these things, according to Meta, could make life a little better. 

The problem with Meta’s pitch is that the improvements the glasses promise come at a price. These super-powered spectacles run the risk of annoying or offending or creeping out the people around you. 

And worst of all, even if you’re just plainly wearing the glasses, they’re killing the vibe for everyone else.

Wear Meta glasses at your own risk

The major takeaway from Meta’s advertisements and overall promotional strategy for its glasses is that you’re supposed to wear them everywhere: Japanese restaurants, nights out at bars and clubs, on escalators (possibly to somewhere cool), backstage at concerts, at Kardashian houses, in Miami Beach, skydiving, and everywhere in between. 

What these stylish commercials and dynamic morsels of marketing do not tell you is that at all these places there will likely be people who do not want to see you wearing these glasses at all. 

“For a few weeks there was a trainer at the gym I noticed wearing glasses — black Ray-Bans — and he had never worn glasses before. It took me a few days but I realized they were Meta,” Sean, a non-Meta glasses wearer in DC, told me. Vox agreed to let Sean and other people interviewed for this article to go by their first name or pseudonym to let them speak freely about these spectacles. 

 “I almost said something to a manager, but then he stopped wearing them before I could say anything,” he added. 

Sean explained his unease. All around this country, people film in the gym all the time — to the point where it’s obnoxious and gets in everyone’s way. This trainer could just be following the trend, using the glasses (which are less cumbersome than an entire tripod setup) to film his clients’ form or creating content for a YouTube channel. But not knowing what the glasses are for, what the trainer is recording, or where he’s recording is what bothered Sean. 

“I don’t want to be in the background of videos all over the internet or on TikTok,” he said. 

There’s a little bit of social absurdity here in that we’ve been encouraged to post and have so many platforms — TikTok, Instagram, YouTube, etc. — to do so. Meta has continually emphasized that not only do these glasses allow people to share their points of view but also that everyone’s point of view is so important that it needs to be shared. At the same time, more people posting more than ever has made people aware of being a background character in someone else’s content. And it turns out that real-life, regular people are not particularly invested in how the stranger next to them in Meta glasses sees the world. 

Patrick, a writer living in New York, told me about a wedding he’d recently attended, where he saw an old friend wearing a pair. His group of friends told their pal that they wouldn’t talk to him until he took them off. 

As someone who aspires to be the kind of person you want to sit next to at a wedding, this is understandable. A wedding is theoretically two people sharing the most romantic day of their lives, but it is also a well of gossip, judgment, inside jokes, and lore that’s shared by the people who are watching said couple share the most romantic day of their lives. There’s also the possibility that, depending on the wedding, the spirit might move oneself to partake in the erotic violence known as the “chicken dance” and would not want any of that recorded. 

“One person screamed, ‘Ew the Kylie glasses, gross.’ It felt so cathartic,” Patrick said, referencing Meta glasses spokesmodel Kylie Jenner who, in her personal life, may or may not wear the glasses she advertises.  

In addition to weddings and the gym, people also told me that they don’t want to see the glasses at restaurants, not on dance floors or at parties, and definitely not in an immersive theater setting. I even spoke to someone who started a petition to ban them from bars. 

“I’m staunchly anti-photographs at good parties — the best parties in the world ban photography from the dancefloor,” said Vee, a nightlife aficionado who has owned but does not use his pair of Meta glasses anymore. “When people know there’s a camera on them, they behave differently. They start to monitor their own behavior. They become self-conscious and they start to think, Well, what will the people watching this video think I’m doing? Am I being cringe?” 

Going out partying is a completely different experience from lifting weights at the gym, and both are obviously very different from attending a wedding with friends. Yet, the critique of wearing Meta glasses at all these places is the same. No matter the vibe, Meta glasses will kill it and flatten the mood. People can’t enjoy the moment because the moment is being intrinsically changed by a person who might be recording. 

One of the rather unfortunate terms that Meta glasses have acquired is “pervert glasses.” This is largely due to the trend of pickup artists, pranksters, and yes, perverts, who are using the glasses to film others without their consent. Vee, the dance enthusiast, told me that it’s one more reason why he doesn’t believe that these specs have any place in nightlife.

“There’s a very significant community of people who trade videos that they’ve taken: candid videos of women who are in various states of undress. It’s just this kind of seedy underground,” Vee said, pointing out that Reddit had to ban entire forums dedicated to sharing nonconsensual videos and pictures of women at festivals and clubs. 

As Vee explained, people at festivals and nightlife events are often partaking in drugs and alcohol. He has no problem with that. What he does take issue with is that no one doing these things should have to think about being someone else’s content. Intoxicated people aren’t in the state of mind where they can consent to being in someone’s video or are even aware that someone’s Meta glasses have their recording light on. 

“There’s this whole kind of creeper contingent of folks who are trying to learn how to disable the recording light,” Vee said. “It’s not everybody who owns these glasses obviously, but there is a significant number of creepers who are giving the hardware a very bad name.”

Are we being too mean to pervert glasses?

The indicator light has since become a major flashpoint. The light is part of the glasses’ vibe-kill persona as it makes clear to everyone that can see that recording is taking place, and it’s especially vibrant in dimly lit places. The effect, I imagine, is like when the toys in Toy Story collapse when they see a human. That’s led to a contingent of glasses-wearers who want to disable the feature. 

While it’s understandable that someone might not want to draw even more attention to these glasses, hacking the light source is something a creeper would also do. Hence the “pervert glasses” moniker. These privacy concerns are why Meta is now rolling out an update that will disable the spectacles’ recording feature if said light is tampered with. 

“I think if you tamper with that, they should just break,” Jason, a 28-year-old Meta glasses owner, told me. “It’s the thin veil that makes it like, ‘Okay, at least you’re telling me you’re filming me.’ So the idea that if you tamper with it? No, your product should be bricked.” 

Jason bought a pair of Meta glasses in November with the idea that he would use them to film food content and post reviews. He had even picked out a name, “Sandwich Digest,” and dreamt of its success. But on his first wear, he took them to a Japanese sandwich shop and quickly realized that his future as a Meta glasses-wearing food critic was not a fun one. 

“I felt so uncomfortable,” Jason said, noting that the obviousness of his Meta glasses and their recording light spiked his self-consciousness. “But I also felt like the people I was interacting with were also uncomfortable. And I felt like they were feeling like, Okay, we both know this is weird, but I can’t say that because you’re actively filming me.” 

The strange interaction Jason described is a version of the panopticon effect, the idea that being recorded makes people alter their baseline behavior, perhaps to the point where people self-regulate even when they’re not being recorded. For Jason, there was no “real” restaurant experience to be filmed because everyone was so uncomfortable with being recorded. 

Therein is the conundrum: Even if you’re not using these glasses to be a creep, people still think you’re a creep, and you know that they think you’re a creep. 

Therein is the conundrum: Even if you’re not using these glasses to be a creep, people still think you’re a creep, and you know that they think you’re a creep. 

Since that initial encounter, Jason tells me that he’s only ever used the filming feature to capture a zipline experience he had in Mexico at the beginning of the year. He thinks he might also use them to capture hikes or excursions on an upcoming vacation, but he won’t use them in the vicinity of or  to film other people — especially since they’ve been dubbed pervert glasses.

“People’s perception of these glasses now is not what it was when I bought them in November,” he told me. “And had it been then, and if I knew what I know now, I probably wouldn’t have bought them.” 

Max, a Meta glasses wearer based in Australia, is a bit more keen on them but still shares some of Jason’s sentiment about their not-so-great reputation. Max explained to me that he has two pairs and wears them around 40 hours per week, mainly when he’s working, or walking and driving from place to place. Though he says he’s never had a negative interaction when wearing his glasses, he understands the backlash. 

“While we’re constantly being recorded when in public anyway, there’s a big difference between mass surveillance and one random weirdo recording you for their own purposes,” Max said, making the point that the indicator light, as awkward and obnoxious as it is, could be the accessory’s most important feature. 

“It’s really the only defense wearers have against the ‘pervert glasses’ remarks,” he added. “If the firmware update is successful, and the marketing around the update is widespread, I think we can slowly turn the public in their favor again.”

To be clear, many Meta glasses owners like Max pointed out that the glasses do have extremely useful features, like hands-free calling or the ability to translate foreign languages in real time. Meta also touts the glasses’ accessibility features, including those for people with reduced vision or hearing. They also offer sun protection. 

These are all ostensibly helpful gizmos, and their existence seems to indicate that Meta and its tech cohort are trying to figure out how to make these glasses as essential to our everyday lives as smartphones. Perhaps, when these features become more innovative or exciting or if the glasses become so popular, the narrative around why people buy them may change. 

But for now, the singularly intriguing thing about these specs is simultaneously their most publicly maligned feature: the filming. 

“There are probably a million things to film with them that are probably not weird,” Jason, the one-time Meta glasses food critic, told me. “But like if you’re wearing them at the beach, I would probably be side-eyeing you because you’re wearing ‘pervert glasses’ at the beach — fork found in kitchen.”

If you’re looking to wean yourself off social media and replace it with a more productive habit — and who among us isn’t — a lot of the common advice can sound like it’s coming from a drill instructor: Go outside and touch grass. Routine is key. Get your butt in the chair and don’t get up until you’ve done the work. They might as well be telling you to do a hundred pushups while they’re at it.

As valuable as that advice may be when you need a kick in the pants, these imperatives create an uneasy tension between leisure and labor. It’s all well and good to try to turn away from the siren song of your phone, but how likely are you to stick with the alternatives — reading books, drawing, meditating — if they feel like homework? 

It’s a lot more fun, and a lot less arduous, to try to beat social media at its own game instead, and harness your curiosity. 

Social media apps work in part by playing off our natural curiosity. Every time we refresh the endless scroll, they promise to give us new information, capturing the parts of our brains that always wonder what’s about to happen next. But they rarely actually satisfy that curiosity. They just repeat it endlessly: What’s going to happen when I scroll this far? Or this far? Or this far? The answer is almost always: the same thing as last time.

Away from social media, however, the world works differently. If you get curious about a question off the algorithm, it can lead you somewhere new and interesting. 

Even when we begin with a utilitarian goal, curiosity can take us in surprising directions. A few years ago, I got interested in running. At first I would just lace up my shoes, do a few perfunctory stretches, and jog straight out of my front door. But I gradually became curious about the mechanics of what I was trying to do. I began investigating running form, which led me to theories about how you should be doing different kinds of running every week. From there I learned about how strength training was important to support running, and then weight lifting led me to nutrition. I’m still not a particularly fast runner, but I am a data bank on all the ways there are for a person to make themselves just a little bit faster, and I know there’s more for me to keep looking into.

The goal here should be to get away from simple goals (running more, as in my example) to a more open and adventurous experience of what interests and engages us (understanding how I can support my body when I’m running). The experience is simple: Find something that fascinates you, learn a little more about that — whether from your friends, a documentary, or even an old-school internet search — then try to figure out what new questions that opens up and keep asking them. It’s a process that allows us to become our guides, whether we know where we’re headed or not.

In a recent essay, the writer John Paul Brammer explains that that’s exactly how he got himself to read more. 

“Curiosity is a child,” Brammer writes. “When it wants something, when it truly wants something, it’s nearly impossible to keep its hands away.” Brammer found his way to reading by getting curious about David Foster Wallace, which in turn led him to Wallace’s influences: from Donald Barthelme to Thomas Pynchon to Clarice Lispector.

“I read out of strict obedience to curiosity, the desire to know what these words in this sequence might hold,” Brammer writes. “I had to make it fun at first. This was messy. I sipped from this book, then that one. It wasn’t formal or rigorous. I read whenever I felt like it.”

Where habits are mindless and rote, curiosity is something to be indulged: It’s fun, even hedonistic. Embracing curiosity means finding ways to play with art and ideas, as if they’re clay, instead of chipping away at them, as if they’re solid stone.

“The relevant science isn’t something I’m qualified to parse,” Brammer writes in his essay. But when I looked into that very science, I found that his experience aligned with it quite well.  

“If you link curiosity to the accumulation of knowledge, you can actually self-boost your curiosity over time, with the end result of more continued interest.”

Kou Murayama, University of Tübingen

“People have likened the state of being curious about something to an aversive state,” says Celeste Kidd, an associate professor of psychology at UC Berkeley. “It’s unpleasant, akin to something like an itch. When you have that aversive state, when you really want some piece of information, it feels very satisfying to scratch it. There’s all sorts of positive feelings that come with satisfying specific curiosity.” 

The endless scroll of our phone apps can function like a hydrocortisone cream, offering a balm for the irritation without really dealing with the cause. It’s not actually scratching the itch. To do that, you have to get curious about a question that can guide you through an idiosyncratic and looping itinerary that is never fully determined in advance. 

Writer and tech designer Celine Nguyen has written about letting her curiosity guide her down rabbit holes in her essay on “research as leisure activity,” a phrase she borrowed from librarian Karly Wildenhaus. Speaking to me, Nguyen describes getting interested in the way the rise of vibe coding is affecting app design. 

“This idea around shifting design processes made me think of this art historian Claire Bishop,” Nguyen says. Bishop’s most recent book deals with the way technology changes our response to contemporary art, and Nguyen says that “after reading that, I was like, ‘I really like reading about contemporary art and performance. What else can I read in this vein?’” 

Nguyen followed her new interest in dance to a fixation on choreographer Pina Bausch, and soon found herself scouring the internet for still images from Bausch dances. 

“It’s sort of like this pleasantly fizzy, almost like ADHD brain thing,” Nguyen says. “It sort of feels like I’m wandering around this massive information landscape and I’m just coming off all these images or all these reference points or quotes that speak to me, and maybe at the end of this process I can sum up what it is I’m interested in.”

The point at which you satisfy your curiosity can be dangerous. Once the itch is gone, the desire to learn can disappear completely — even if you don’t know as much as you think. 

Kidd describes a study in which she tried to motivate people to learn a new fact about something they thought they already completely understood, but were actually wrong about.

“When we paid them to look up the right answer, they weren’t motivated to seek out more information,” she says. “They did it, but it was like they were out to lunch. They were thinking about something else. That information did not go in.” 

According to Kou Murayama, a professor of psychology at the University of Tübingen in Germany, the best way to maintain your momentum is to marshal your ephemeral curiosity into long-term interest by letting the answer to one question prompt a new one, as if you were figuring out where to eat each meal in a new city by asking your waiters where they like to eat. 

“If you link curiosity to the accumulation of knowledge, you can actually self-boost your curiosity over time, with the end result of more continued interest,” Murayama says. “Curiosity is basically short-lived, but if it’s linked to accumulating knowledge, or if you can link it to your self identity or importance, then you can self-booster interest.”

The trick is to, like Brammer and Nguyen, guide your curiosity toward a topic that can keep surprising you over time. What that usually means is to look for a topic that you already know a little bit about that can keep surprising you.

“We’ve done studies with 7-month-old babies, and they’re seeking out particular kinds of things in the world that violate their expectations, just a little bit but not too much,” Kidd says. “It tends to be the case that people want to elaborate on knowledge they already have as opposed to going into other domains. If there’s some way to relate a desired new set of expertise to something that you already have some background in, that’s a thing that you could absolutely do intentionally.”

So if you want to find some creative outlet for your time — or even if you just want to read more — there are straightforward steps to take: Look for something that excites your curiosity. Look for something that you are uncertain about, something so maddeningly unclear that you can’t help but itch at it. 

This mystery doesn’t have to be about science or philosophy. It could be about what happens to a character in a particular thriller, or how to capture a likeness in charcoal, or what a certain part of your city looks like. The point is that it should be the kind of question that you can’t let go of.

Then indulge in finding the answer — and let that question prompt another one. Then another. Then another. 

Have you noticed there are a lot of professional basketball players named Jalen? Well, it’s not just the NBA: There are a plethora of Jalens in the NFL, and even the NHL has one. How did this name get so popular? Did all their parents watch basketball in the 1990s and fall for Jalen Rose?

There are many ways names come about, and according to Cleveland Kent Evans, there is something unique about naming traditions in the United States. Evans is the former president of the American Names American Name Society, and he writes a column for the Omaha World Herald nabout what names are popular, and why.

“In American culture, individualism is so strong. What I hear most often from parents is we want to find a name which is different, but not too different,” he told Explain It to Me, Vox’s weekly call-in podcast.  “A lot of people are picking names which are unusual to them because they don’t know anybody their own age or their parents’ age with the name.” 

So what makes some names go mainstream, and what outside factors play a role in what parents choose? We discuss that and more on the latest episode of Explain It to Me.

Below is an excerpt of my conversation with Evans, edited for length and clarity. You can listen to the full episode, on Apple Podcasts, Spotify, or wherever you get your podcasts. If you’d like to submit a question, send an email to askvox@vox.com or call 1-800-618-8545.

So we have this very American individualized outlook when it comes to names. I would love to get into how other social factors shape how we name people. How does race shape our names?

The African American community has had a very different experience with naming since the 1960s. If you go back before the 1960s, unfortunately prejudiced racist people, one of the things they used to see about Black people was that they have funny names.

Statistically, before 1960, that wasn’t really true. It was like Black people had names that were like 1 or 2 percent more unusual than white people. It was very small. What happened in the ’60s as part of [the] Black Power [Movement], they turned what had been a negative into a positive. Many Black people said, “We are the people who give our children unique names to show how much we love them, to show how valued they are.” And that’s when you got the tradition of creating new names. Instead of the individual names necessarily being what went through fashions, it was the syllables they were made out of. In the ’60s and ’70s for girls, the most common prefix was law. And so you had Lakeisha, Latasha, Latoya. Then in the ’90s, the most popular prefix was Sha. And so you had Shanisha, Shaquita.

“Just like there is no such thing as the perfect parent or the perfect child, there’s no such thing as the perfect name.”

How does class show up in the way we pick names?

People who are highly educated want new names for their kids, but for them, they have to find something that has a history in the culture. They’re the ones that go back and revive the old names, while blue-collar people are more interested in stuff which is new — things which are newly invented or things which have not been girls or children’s names until recently. 

How do names become popular?

Things do not go from zero to top 10 overnight. But what happens is you often have what I call the Hollywood feedback loop. Screenwriters in Hollywood tend to be college educated. They often are going to give their characters names which are too young for them because they name their characters like they would name a kid. The screenwriters name characters and that presents the name to the whole population. Then all of a sudden it shoots up. An example of something changing social class that way was Tristan. Tristan sort of first came up among more educated people. There was a character in the original All Creatures Great and Small. Then you have the movie Legends of the Fall, which comes out with Brad Pitt playing the character Tristan. All of a sudden the name shoots up. It was not just the educated people who were naming their son Tristan anymore very suddenly at that point. 

Are there any other examples?

One of the hugest increases just because of television was a few years ago. About 2008 there was a program on one of the cable TV networks called 16 and Pregnant. One of the first babies born on that show was a boy named Bentley. The name Bentley for baby boys was one of the fastest growing boys’ names ever. It went from almost nothing to within about three years being the 75th most common name for boys in the US.

Do people ever see naming their children as a way to break from their past or from their culture? 

If you look at the immigrant groups that came from Europe in the 19th and the early 20th century, it was very common for the immigrants to want to give their kids quote “American” names. They would tend to pick things which they heard in the neighborhood. Then as the ethnic groups become assimilated, one of the ironies of that is that the grandchildren or great grandchildren of the immigrants go back and they say, “Well we want to revive our ethnic names.”

The first group that did that was the Irish. A lot of Irish people came over and they quit naming their kids things like Bridget. Then a lot of them wanted to bring back Irish names like Kevin. And then because they were doing it, those names started spreading to the whole whole country. So today Kevin is not an especially Irish American name. There are many, many Americans who have no Irish ancestry who are named Kevin. 

What advice do you have for people out there who are like, “Oh my gosh, I’ve got to name this kid. What am I going to do?” How should people be approaching it? How should they be thinking about it?

Well, I think first of all, they shouldn’t worry about it too much. I got a communication from a woman who had an uncle who she really loved and really admired, whose name was Floyd. She said, “Can I really name my son Floyd? Won’t he be teased too much?” I told her, “Look, you really love this uncle. What you do is you name your son Floyd, but then from the very beginning, you tell him why you named him that and why his great Uncle Floyd was a marvelous person and why you loved him so much and make him proud of it to protect him from the teasing.”

Just like there is no such thing as the perfect parent or the perfect child, there’s no such thing as the perfect name. There are lots of different names that would work equally well for your child and you shouldn’t think that you have ruined their life by giving them the wrong name. 

Just a few weeks ago, Americans were able to eat salad without the fear of liquid feces and breathe in air that didn’t taste like campfire ash.

And — we were just really excited to watch some soccer. 

One major concern at the outset was whether America’s foreign and strict immigration policies would impact the levity of the games, and, at worst, deny entry to people, and perhaps even athletes and officials, from countries at odds with the current administration (it did). 

But in the early days of the World Cup, Americans and fans across the globe were surprised by how much of the world embraced coming here — and vice versa. Visiting international fans shared their astonishment at the sublime oddities this massive country has to offer, posting about: ranch dressing (in bowls if you ask nicely), unlimited refills in towering glasses, dairy products, air conditioning, Tex-Mex, ammunition displays, chicken tenders, cowboy hats, and, among other things, the Cheesecake Factory. Oh, how we all rejoiced in seeing the rest of the world experience the Byzantine beauty of our chain restaurants for the first time, and how craggy we enjoy our fried chicken strips!

@bob.travel6

First meal back in Dallas and it did not disappoint! Every single dish was amazing!! #dallas #texas #usa

♬ オリジナル楽曲 – Bob(SEA→LA→MIA→NY) with $0🇺🇸 – Bob(SEA→LA→MIA→NY) with $0🇺🇸

Adding to the cultural exchange on the sidelines, fans were also pleasantly surprised by how well the United States — historically a country that’s been bad at soccer — showed up. 

We were high off the US team’s 2-0 win over Bosnia-Herzegovina. We looked like a team with guts! Malik Tillman scored a goal down a man after star striker Folarin Balogun was sent off with a (questionable — experts said) red card. Many players on the US team have immigrant parents, are army brats, or are American by birthright citizenship (a constitutional privilege that the Trump administration has sought to dissolve). Though Belgium, in the next round, was going to be a difficult matchup, you couldn’t count out toughness. 

Even though many Americans root for the underdog, and many see themselves as underdogs, it’s rare that America is ever actually the underdog. 

But in the context of the World Cup, one of the rare things that American men will never win because soccer is one of those rare sports that no American man has ever been the best at, the stars aligned for Americans to have the scrappy longshot team of our dreams. 

But it didn’t take long for the illusion to shatter.

As the Fourth of July weekend finished, FIFA announced that it had reversed Balogun’s red card and that he would, in an exception to the rules, be allowed to play against the Belgians. The move was unprecedented and fishy. 

That red-card reversal also ripped open a portal into a nightmare realm. 

Acting like a person who can’t keep a surprise party a surprise, President Donald Trump began insinuating that he might have had something to do with the decision. Then, on the morning of the match against Belgium, Trump said that he had placed a call to FIFA president Gianni Infantino about the red card and implicitly took credit for its reversal. Infantino not only confirmed the call but said that he takes calls from important and rich people all the time — a cartoonishly suspicious response from an organization that’s historically famous for corruption. 

Trump on Balogun: "I saw the play, and I'm a person that loves sports … that wasn't a foul. That wasn't even an infraction … this referee, who is a little bit suspect if you check his past. He made a call that nobody could believe … he's our best player, or one of our best… pic.twitter.com/YfIqb1JA4u

— Aaron Rupar (@atrupar) July 6, 2026

Some fans, upon learning that the laws had been bent for the host country, reacted with astonishment, if not fury. Ethically, FIFA’s bar is on the floor, and this blatant move to help the United States somehow seemed to confirm onlookers’ worst fears.

In that moment, it was clear the US was no longer an underdog. Underdogs aren’t supposed to be able to put their thumb on the scale. They surely aren’t supposed to have their papa call favors. Perhaps all that talk of guts and toughness and how the team was a band of overlooked outsiders was just a mirage — and all that ranch dressing merely a charm offensive.

Whether you’re a soccer fan or someone who is ambivalent about soccer but loved the vibes, the shift was palpable. We’re all experiencing a collective whiplash and perhaps a sports-affected melancholy. 

And now that the Cup is ending, Americans are now living in a country where vegetables, famously healthy, and good for you, carry the risk of “explosive” diarrhea. Diarrhea itself is something many would not consider a calm experience, so the idea that this is not just diarrhea but somehow a special, even worse diarrhea, one akin to detonation, feels especially terrifying. 

This week also saw swaths of the US living under a plume of wildfire smoke — the dirtiest air in the world. Breathing outside is, according to scientists, the equivalent of smoking 10 cigarettes. Breathing in smoke-laced air and worrying about the looming spectre of diarrhea with every meal puts the shared cultural joy we had in perspective. But even without these extreme plagues, it’s worth mourning how fleeting those moments can be. 

We live in an era where you can bet on anything: sports, elections, wars, the temperature in Los Angeles tomorrow, company profits, and everything in between. 

It shouldn’t be surprising, then, that people are spending millions of dollars on online prediction markets like Kalshi and Polymarket to bet on reality TV. Right now, you could place a bet as to who’s getting eliminated on Big Brother or whether former New York City Mayor Eric Adams will be cast on the upcoming season of Dancing With the Stars. What is shocking is how confident and accurate the calls have been — in the neighborhood of 90 percent and above — on the winners and losers of some of the biggest television shows. 

But who is making these bets and how are they doing it so accurately? 

The obvious answer is that people are trading on these prediction markets with insider information, which is easy to do when shows like Survivor and its results are taped months in advance. Thanks to the gambling regulation gray area that prediction markets currently occupy and the limits of NDAs, there’s plenty of money to be made with very little consequence for anyone who knows how a season of Survivor played out. 

And now that spoiling a TV show has become so profitable so quickly, and because Kalshi and Polymarket are so culturally enmeshed, the show’s biggest fans are paying the price. 

How Polymarket and Kalshi made betting on TV a reality 

As long as there have been reality TV finales and winners, prognosticators have always had some odds-on favorites. Back in 2000, in the first season of Survivor, Vegas oddsmakers thought Sue Hawk — not eventual champion Richard Hatch — was going to win. Similarly, in 2002, Vegas (again incorrectly) placed the odds on Justin Guarini beating out Kelly Clarkson in the American Idol season finale. Since then, linemakers and bookies have sized up shows like The Bachelor (and all of its permutations), Big Brother, The Voice, Amazing Race, Top Chef, and sorted out the favorites and winners. 

But despite the betting lines, you couldn’t legally put money on them. To this day, many states only allow gambling on lotteries, sports events, racing, and in commercial casinos. Only a few allow betting on entertainment awards shows like the Oscars. 

That’s where Polymarket and Kalshi come in. 

Because they’re categorized as federally regulated prediction markets, these apps allow users to wager on “outcomes” that do not officially fall under the umbrella of gaming or gambling, which would be governed by state authorities (Kalshi is currently in a legal battle with New York State over gambling regulation). And so predicting the winners, losers, eliminations and plot developments of reality shows and TV programs for money is — technically — totally legal. At least right now. 

In addition to betting on who’s taking home the prize on shows like Survivor and Top Chef, Polymarket users can also bet on which Big Brother houseguest will get eliminated in week one or whether or not Traitors winner and former Love Islander Rob Rausch will be cast on the 35th season of Dancing With the Stars. Over on Kalshi, there are bets on whether or not Ariana Madix, who was just nominated for an Emmy, will host the next season of Love Island. 

Why betting on reality TV winners is shockingly accurate 

Because reality competition shows are typically shot a few months before they are released to the public, and because they feature a lot of cast members, crew members, and production team members, it’s possible — and easy — for insider information to trickle out before the biggest reveals are aired. 

The networks’ goal is to prevent leaks and spoilers, which would ultimately make the season less exciting to watch and hurt ratings. They do that through NDAs. According to TMZ, Survivor’s contract reportedly has a $5 million penalty for leaks, while shows like The Bachelor, according to former participants, have NDAs that stipulate contestants cannot even reveal they’ve been cast. Ultimately, the goal is to make sure no one knows who won or how far anyone on the show got. 

But even the strictest measures come with gray areas. 

Even though a contestant might be bound by NDAs and contractual agreements, their neighbors, co-workers and acquaintances aren’t. Those people might notice that their neighbor, co-worker, or acquaintance went on a lengthy “vacation” and might be aware that a show like The Traitors or The Bachelor — which they happen to know their buddy applied for — was filming at the same time. If all these pieces fell into place, they could ostensibly put two and two together, figure out if the person in question was cast and how long they were away, and not be subject to any sort of NDA. 

This type of casual investigation is common in reality TV fandoms; aficionados triangulate social media presences, production dates, rumors, and gossip to pinpoint possible future contestants and learn everything about them. 

Opening up Kalshi or Polymarket with this type of information could lead to more informed bets and better winnings. 

And there’s increasing suspicion — though no proof — that people with advance knowledge of the outcomes are using it on prediction markets. 

As Ben Blatt pointed out in The New York Times earlier this year, “enough bets are being placed to move the markets in very clear directions,” noting that two players — “Q” Burdette and Mike White were voted off with 98 percent odds the day their episodes aired. Kalshi even tabbed eventual champion Aubry Bracco as one of its favorites all season — way before Aubry became a player to watch closely — and had her at over 90 percent odds of winning leading up to the finale. 

The accuracy of these bets, along with Survivor being pre-taped, raises the possibility that people with at least some knowledge of how the season played out, were making bets. That doesn’t rule out insider trading or other contractual violations. But it’s also possible that many of these bets came from a legal gray area, with people simply acting on information pieced together from obsessive fan forums and online sleuthing.

In May, Robert Denault, Kalshi’s head of enforcement, wrote on X, “so far, no traders with large positions seem to have a relationship to the show or to the network. Thousands of traders took early positions consistent with the outcome, likely because of public rumors. And public rumors don’t equal insider information.” 

How betting is ruining the best parts of Survivor

Obviously, people placing bets are deeply interested in reality TV winners, but so are these shows’ devout fans. To many of them, especially those who have never been interested in putting down money, the online gambling aspect is yet another way the internet has significantly altered, if not ruined, their favorite pastimes.

To really understand the tension, you have to know that any episode of reality TV — whether it’s Big Brother, The Traitors, or The Bachelor, etc. — is just one part of the experience. There’s joy in speculation, discussing episodes, favorite players, clues, power rankings, and strategy on social media and message boards. For these fans, the important stuff may not be who wins and who gets eliminated, but the way the story unfolds. Griffin Nathaniel Brown, a Survivor aficionado who runs a Survivor and Big Brother fan account, believes Kalshi and Polymarket have trashed this integral component of reality TV. 

“The huge problem with being in these spaces online is that you cannot escape seeing people post about the Kalshi projections,” Brown told me. “Sometimes, I’ll post something speculative about the show, and somebody will just put in the comments who wins. It’s so annoying, and I feel as though I can’t be surprised by the outcomes anymore.”

When it comes to reality TV, Survivor feels like it was built in a lab to satiate predictive markets. Every episode features someone winning immunity, someone getting kicked off, and a vote. There’s also a champion at the end of the season and (usually) a final three. These are all things you can bet on. And unlike shows like Love Island or Big Brother that air their results live, it’s all been taped months before. 

“It’s wild to me that it’s allowed to happen because you’re literally betting on a predetermined outcome. It is a thing that has fully already happened,” said Joe Reid, a senior writer at Vulture, podcaster, and Survivor enthusiast. 

Reid explained that while the show takes steps like the aforementioned NDAs and a live finale, secrecy is brittle because people love to talk. That’s why, he says, the show has always had spoilers about elimination order floating on the internet. But prediction markets and the opportunity to make a profit with little to no consequences have fully weaponized them. 

“The easiest money to be made is if you are one of the 10 people who know who won a season of Survivor,” Reid said. “Aubry has the incentive to not tell anybody because she could lose her prize money. But it’s [spoilers] probably not coming from Aubry. It’s probably coming from somebody who knows somebody who finished 12th that season or something like that.” 

Reid told me that he was spoiled on the most recent season while browsing Kalshi for Oscar odds earlier in the year, before any episode had aired. Once he saw Aubry’s odds flying sky high, it was essentially confirmed for him. But other fans I spoke to said that they’re not even on Kalshi and Polymarket, but because those two platforms have become such big cultural forces, the Kalshi and Polymarket spoilers are impossible to avoid. 

“It would spread all over social media who was being voted out that night,” Zachary Flick, a Survivor watcher, told me. Flick explained that betting would shift the day of an episode airing, and everyone would start talking about the repositioning and irregularities online. 

“I had Dee, Emily, and Ozzy’s boots spoiled for me that way,” he added. 

Polymarket or Kalshi executives are probably not up at night, worried about ruining everyone’s favorite shows when millions of dollars are being traded on reality TV. Neither is the person making thousands (if not more) spoiling each episode. They, like the Survivor winners they’re betting on, have already won. 

F1 races are exhilarating. While racing alongside 21 other cars, an F1 driver can reach speeds of up to 231 mph, making it one of the world’s most dangerous sports.

And F1 drivers need to be physically prepared to prevent disaster. Over the course of a single race, they experience hundreds of pounds of force, temperatures up to 130°F, and risk extreme dehydration that can lead to lowered brain function. In order to stay on the road and not pass out, F1 drivers have to be in peak physical condition. 

In order to find out how F1 drivers can survive a sport that is so physically demanding, I hit the gym. Since F1 is such an international sport, there aren’t many specialized trainers in the US. So with the help of an F1 performance expert currently based in the United Arab Emirates, I worked out with David Dunlop, a strength and conditioning coach who works with NFL players. And it turns out that training for F1 is surprisingly similar to training to be a linebacker. 

Read more about the fitness required to drive in an F1 race: 

• Mercedes has an excellent breakdown of G-force on a turn.

• This article from The Drive breaks down the physics of an F1 race.

• Motorsport Industry Association on how F1 simulators help drivers train for the mental side of races.

• New York Times article about the history of F1 in the US (and why people in the states are talking about it now).

This video is presented by the Ford Motor Company. Ford doesn’t have a say in our editorial decisions, but they make videos like this one possible.

After the first trailer for Christopher Nolan’s new film adaptation of The Odyssey dropped, a wave of conversation followed, part amused, part outraged: Why were all the actors, even the British ones, doing American accents? And why did the dialogue sound so contemporary?

“My dad is coming home,” declares Tom Holland as Odysseus’s son Telemachus, with tight-mouthed American vowels despite Holland’s natural English accent. 

“You’re pining for a daddy you didn’t even know,” returns Robert Pattinson, another British actor hitting hard American r’s.

“Let’s gooooooo!” yells Matt Damon’s Odysseus as he leads his men to battle, Boston o’s in their full splendor. 

“Dude,” the Hollywood Reporter wrote. “Everybody sounds like they’re from Ohio.” The comments section below the trailer is filled with jokes about seeing Odysseus waiting outside Starbucks. 

It makes sense that audiences were so surprised at Nolan’s choice. We’re used to seeing actors in period pieces and fantasy epics speak with British accents, a trope sometimes called “The Queen’s Latin.” But there’s no logical reason that characters who, in-universe, are speaking ancient Greek should sound to us like they’re talking in mannered BBC English, says Erik Singer, the dialect coach who helped Austin Butler nail his Elvis accent. The Odyssey is nearly 3,000 years old, and on that scale, contemporary American English is just as close to Homer’s language as the elevated old-timey English diction we often see in period films. 

“Accents do not in fact inherently mean anything,” Singer says, “but we really think that they do.” 

To understand why the accents in The Odyssey sound so strange to so many people, you first have to understand why British accents became the default for any period piece. The answer has a surprising amount to do with what American audiences think power sounds like. 

“Why is the empire British when we’re in outer space and there is no Britain?”

As the Hollywood epic emerged starting in the 1930s and evolved in the 1950s, Singer says, studios developed a convention of coding the past in different accents. In films like Spartacus and Ben-Hur, the villainous elites were mostly played by British theater actors in Received Pronunciation English, whereas the heroic peasant protagonists were played by Americans with American accents.

“I do think that it is not an accident that…there still was a British Empire in the ’30s and ’40s,” Singer tells Vox. “There’s something [there] that makes sense…the popular conception of the Roman Empire bestriding the world, like the British Empire.”

“British accents have been closely associated with imperialism for a very long time for obvious reasons,” says Mike Walsh, a dialect coach who worked with Brian Geraghty for 1923: A Yellowstone Origin Story. “When you’re dealing with some sort of war effort that takes place in something that feels like fantasy, most often the characters become British.”

Over time, this practice calcified into a convention. In fantasy worlds based on medieval Britain, like Game of Thrones and Lord of the Rings, the American and Australian actors speak in British accents. They also speak in British accents in period films that are supposed to take place in France (Ever After, Les Miserables), Russia (Anna Karenina), and the ancient past (Gladiator, 300). In The Borgias, the Italians have British accents, but the French have French accents. 

Even in Star Wars, the Empire uses the Queen’s English, while the scrappy resistance army has American accents. “Why is the empire always the British one when we’re in outer space and there is no Britain?” Walsh asks. “Britain has become associated with this high-fantasy war conqueror image.”

Avoiding “British period movie accent”

When Hollywood avoids a British accent in a period or fantasy film, it’s usually for a specific reason. Often, it has to do with which characters the audience is supposed to perceive as powerful, and which ones they are supposed to relate to. 

In the 1984 film Amadeus, director Miloš Forman had Tom Hulce use his usual American accent to play Mozart. Forman “wanted the Mozarts to feel like out-of-place Americans in Vienna,” Hulce explained in 2023. F. Murray Abraham also kept his American accent to play Salieri, but the Viennese characters around them were primarily played by Brits in their natural accents.

In 2005, Sofia Coppola directed the cast of Marie Antoinette to use their natural accents. “We weren’t going to do the movie in 18th-century French, so it didn’t make sense to have them do British period movie accent,” she said at the time, adding that she was influenced by the way the natural accents in Amadeus made the characters feel “like real people.” As in the old Hollywood epics, Coppola cast British theater actors as the old guard of Versailles and young Americans as Marie Antoinette and her friends, so that Kirsten Dunst’s California drawl became another anachronism, bringing Marie Antoinette’s youth and modernity to life.

In the 2017 film The Death of Stalin, each character in 1950s Russia has a different accent. Director Armando Iannucci told most of the cast to speak as they normally would, so that Steve Buscemi’s Khrushchev keeps Buscemi’s Brooklyn intonations, while Adrian McLoughlin’s Stalin is Cockney. (The exception is Jason Isaacs, who tweaks his Liverpool accent into something more Yorkshire). Iannucci told Metro in 2017 that he considered having the cast perform in Russian accents, but ended up feeling it would detract from the comedy. “I thought it would just kill the pace and spontaneity of it,” he said. “I wanted a range of English accents, to indicate the geographic spread of this Empire.”

Nolan’s Odyssey, however, does not appear to be aiming for the shocking anachronism of Marie Antoinette, the fish-out-of-water humor of Amadeus, or the black comedy of The Death of Stalin. Whatever Nolan’s doing with his accent work, it’s something else entirely.

“Language that has emotional not intellectual meaning to people” 

Nolan has said he was inspired by Emily Wilson’s portrait of Odysseus in her radically stripped down 2017 translation. While most English translations of The Odyssey use heightened, highly poetic language, Wilson’s is severe in its simplicity. She rejects any flowery invocations of “the muse” at the beginning of her translation, rendering the first line starkly as “Tell me about a complicated man.”

“The notion that the Homeric epic must be rendered in grand, ornate, rhetorically elevated English has been with us since the time of Alexander Pope,” Wilson writes in her introduction to The Odyssey, referring to Pope’s grandiloquent 1725 translation. “It is past time, I believe, to reject this assumption.” Her argument is that the original Greek is “not difficult or ostentatious,” and she wants to honor the fact that “stylistic pomposity is entirely un-Homeric.”

Following suit, Nolan told the Los Angeles Times that he wanted “an earthy narrative” for his Odyssey, and that he prioritized “language that has emotional not intellectual meaning to people.” 

“He’s attempting to go closer to that idea of what would have been colloquial for the time,” Walsh says. “Though it is a heightened story told in song, that doesn’t mean that it was told with a filter or a distance applied to it, or that it was only meant to apply to smart people.”

What seems to be jarring to people, though, is that while Nolan’s characters might sound relatable, they are still powerful classical figures: kings and queens and gods and goddesses. 

We’re used to thinking that power sounds like the British Empire. Nolan’s Odyssey shows that might not hold true anymore.

“If it’s changing…it could well be because for folks, maybe Americans younger than 40, those associations between [Received Pronunciation] and Empire aren’t really there anymore strongly,” Singer says. “Or even between RP and high falutin’ fanciness or something aren’t there as much anymore.”

The British Empire is passing out of living memory now, and the American empire is here. In Nolan’s Odyssey, if not for the rest of Hollywood, power sounds like a guy from Boston, loitering outside a Starbucks.