From viral moments to real-world impact - Sam Foroozesh on the risks of TikTok trends

In a recent segment on TV4 Nyhetsmorgon, one of Sweden’s largest national morning shows, our CEO Sam Foroozesh shared his perspective on the rise of harmful TikTok trends among young audiences.

As certain behaviours gain traction through visibility and engagement, the discussion centred around where responsibility lies, across platforms, creators, brands and adults, and what it takes to prevent harmful patterns from spreading.

The segment highlights the broader role of creator-led platforms in shaping behaviour, and why understanding culture, context and influence is critical for anyone working close to the next generation.