Boy Math and why it proves Twitter is still hot, hot, hot

PLUS The unexpected viral moments transforming brands and Gen Z explainers for those in their 'beekeeping age'

It started with Girl Math and quickly escalated so that we now have Boy Math, Black Math and Jamaican Math. By the time I hit publish there may well be much more Math. And the reason is as old as time… a battle of the sexes. A very savage one at that. Let me explain.

The girlies of TikTok and Twitter (I refuse to call it X) were enjoying themselves with the Girl Math trend back in August. Girl Math was a joke which played off the way some women bend themselves into a pretzel to justify their spending. It’s best exemplified by the idea that returning an item to a store is equivalent to making money, or logic like this…

Lots of women enjoyed poking fun at their deluded selves, and of course it prompted dozens of think pieces about how it was actually harmful to women as it perpetuated negative stereotypes. I thought it was a bit of fun for women, by women but hey. Anyway, a few days ago, men - seemingly not realising that women were dragging themselves - started to respond to the trend on…