The Zero Likes Given exhibition by Kahlua is popping up in New York City for just two days at the end of July, offering people the chance to look at social media photos that were posted to Instagram but received no likes. The "zero-liked photography" gallery addresses research that suggests a high percentage of Millennials believe it's important to stay in the moment yet many moments are missed due to trying to capture picture-perfect content for Instagram.
According to Troy Gorczyca, Kahlua Brand Director, "Social media has become too serious, even coffee and cocktails are now required to be picture-perfect. At Kahlúa, not so much. We're encouraging everyone to take life—and likes—less seriously, in the spirit of our own brand."