If only banks would accept Facebook shares in lieu of cash for a house deposit, young Australians might have a shot at affording a home to call their own.

It’s been four days since demographer Bernard Salt kicked off a national “smashed avocado” intergenerational smackdown with his column in The Weekend Australian drawing a dotted line from millennials’ affection for smashed avocado on toast to their inability to break into the property market. (Apparently it has nothing to do with the price of property.)

  • Download the CMO of Tomorrow report produced by the Which-50 Intelligence Unit

Publications have been piling on with their take on the great mortgage versus brunch debate of 2016. We decided to skewer their shameless click baiting (with a little of our own), so Which-50 took a closer look at the reactions to Salt’s column and found millennial publishers are winning the intergenerational war — well, at least in terms of social media shares.

Let’s hope Deirdre Fidge is on a performance bonus over at SBS. Her column, “I Stopped Eating Smashed Avocado And Now I Own A Castle”, has so far been shared almost 47,000 times.

According to BuzzSumo, the most shared articles including the term “smashed avocado” in the last week are:

  1. SBS Comedy I Stopped Eating Smashed Avocado And Now I Own A Castle.
  2. Junkee This “Expert” Thinks Smashed Avocados Are To Blame For The Housing Affordability Crisis.
  3. Also from Junkee (with a slightly more serious message) We’ve Defended Smashed Avocados, Now It’s Time To Fight For Houses, Free Uni And Better Jobs.
  4. Buzzfeed This “Demographer” Is Mad At Young People Eating $22 Smashed Avocado Toast Brunches.
  5. An AAP story published by SBS News, quoting 34-year-old Labor MP Tim Watts’ stats rounds out the top five. In Footscray in his western Melbourne electorate, a young person would have to forfeit 38,000 coffees or 150 years worth of weekly smashed avocado brunches.

It’s important to note that not everyone is sharing reactions to Bernard Salt’s column. The 9th most shared “smashed avocado” article of the last week is a recipe for beef quesadillas with avocado smash from Taste.com.

A BuzzSumo search of “avo smash” also puts millennial publishers on top, with Pedestrian TV occupying the top two spots with its abbreviation-heavy headlines: Melbs Cafés Are Giving Discounts On Smashed Avo So You Can Buy That House and Give Smashed Avo-Hatin’ Boomers The Middle Finger W/ This Delightful Hat and if you had any doubts about Pedestrian’s editorial position on the matter, this heavily shared headline ought to clear it up: Why The Oz Linking Smashed Avo To The Housing Crisis Is A Guac Of Shit.

Smashed Avocado Buzzsumo

As of the time of publishing, neither the obvious real estate brands nor the more enterprising foodies had leapt on to Google and secured the obvious keyword advantage. Domain, Realestate.com and Westpac, we are looking at you. Time for lunch!

Save

LinkedIn
Previous post

CEOs know digital transformation is critical... but most think their companies will struggle: study

Next post

Intelligence everywhere! Gartner’s Top 10 Strategic Technology Trends for 2017

Join the digital transformation discussion and sign up for the Which-50 Irregular Insights newsletter.