The Youth Lab

If you haven’t already, it’s time to say goodbye to Brat Summer. This 52INSIGHTS explores autumn x youth culture- how young people (predominantly in the global North West) are transitioning with the seasons, from Halloween costume content to autumn aesthetics bringing tourism growth and seasonal affective disorder.

🍂EMBRACING THE AUTUMN AESTHETIC 🍂

#ChristianGirlAutumn is October’s replacement for Brat Summer. What started as a parody of ‘basic’ autumnal wear of now mega- influencer Caitlyn Covington, has become an online phenomena five years in the making. This year, Covington made her yearly debut in September, which shows her opening her eyes as if from a hibernation, pumpkin in hands — has received 1.5 million views just two days after posting (now standing at 3.9M). This raises the question, can social media vitality be seasonal?

Between #fall and #autumn there are over 15 million fall related videos on TikTok. An outdoorsy trend called the Pacific Northwest or #PNW aesthetic is gaining momentum, with over 2 million posts. It's all about flannels, cosy scarves, and practical footwear. Think Twilight and you’re there. The autumnal season is affecting more than just our fall fashions, it’s also invading our watch history, with Nielsen research finding that streaming viewership of “Gilmore Girls” was on average about 14% higher in the fall and winter.

Content creators are also sharing top spots for capturing autumnal beauty from vibrant leaf displays to scenic mountain views. This aesthetic isn't just a trend—it’s big business. For instance, fall tourism in North Carolina alone generates over a billion dollars annually, according to research from Appalachian State University.

This aesthetic isn’t just a fashion statement; it taps into a broader conversation about mindfulness and reducing screen time. People are embracing nature and living seasonally, adjusting to the rhythm of the environment. On TikTok many young creators, like @caoiltemaclean and @outdoorbrooke, are showing how they are turning to nature for refuge and solace.

Source: GIPHY

🎃PEAK AUTUMN: HALLOWEEN 2024 🎃

Halloween is the peak autumn moment for young people. Whether you're into the candy-filled or costume-fuelled fun or prefer exploring its Celtic roots in Samhain, there’s something for everyone. Gen Z’s are more passionate about Halloween than millennials - research reveals that 42% of Gen Zers take Halloween parties “very seriously,” compared to 34% of millennials. Costumes, decorations and candy are some of the vital elements of a Halloween party that Gen Z feel VERY strongly about. With over 127.6 million #Halloween posts on TikTok, finding inspiration has never been easier—this is one holiday that’s impossible to ignore!

“Halloween isn’t just a holiday, it’s a cultural event that I take seriously. It’s a time to showcase creativity, from elaborate costumes to immersive decorations, and to fully embrace the fun of expressing yourself. Halloween is less about the scares and more about the thrill of standing out, making statements, and sharing unique experiences with friends.”
Eliza, 21, The Love Network

Research conducted by confectionary brand Hi-Chew in 2023 found that the most important element of a Halloween party was the costumes (Gen Zs and Millennials agreed on this). The tradition of dressing up in costumes started in Celtic Ireland as a way to blend in with the ghosts that were believed to roam the land at Samhain. People left food and wine on doorsteps to ward off spirits.

Even trick or treating has its origins in Celtic culture, originally called "guising," children would offer singing, jokes or poetry in exchange for food. By the 19th century, Irish & Scottish immigrants made the tradition global by bringing it to America.

THINKHOUSE client Tourism Ireland is tapping into Ireland’s Halloween heritage with its #HomeofHalloween campaign. The campaign traces the origins of this Celtic festival, right up to fantastic modern-day festivities like Derry Halloween, Púca Festival in Meath, Macnas Halloween parade in Galway, Bram Stoker Festival in Dublin, and many more.

“Halloween is one of the world’s favourite festivals but not everyone knows that it originated here in Celtic culture around 2,000 years ago. At Tourism Ireland, we’ve worked with academics and experts to trace the story back and then bring it to life, through scenery, storytelling and culture, with modern-day appeal, given the fabulous festivals there are to enjoy across the island. We look forward to welcoming visitors and bringing valuable tourism business to communities across the island in the autumn season.”

- Alice Mansergh, Chief Executive of Tourism Ireland

☀️SUNLIGHT & S.A.D.NESS AS THE CLOCK FALLS BACK ☀️

At 2am on Sunday October 27th, the clocks will go back, giving us an extra hour of evening sunlight. This yearly phenomenon leaves us feeling the impact that the lack of sunlight can have on our mood. Seasonal Affective Disorder (S.A.D.) is real, and it impacts children and young people too.

Seasonal Affective Disorder S.A.D has been showing up more and more on our timelines lately, bringing us everything from treatment advice to product recommendations, linking to the wider phenomenon of medical professionals turning to social media, and the widely discouraged behaviour - turning to the internet for medical advice.
Although many will appreciate the extra daylight, the days of Daylight Saving Time may be numbered. In 2019, the EU voted to abolish it but it never happened - now in 2024 this is back on the political agenda. The clock change can disrupt our natural rhythms, especially teenagers, who are already among the most sleep-deprived. Research links sleep loss to mood issues, including anger and depression. “A huge proportion of teens are sleep-deprived already and that has to do with schools starting too early already. So you have this group of people who are chronically sleep-deprived.”

Craig Canapari - Director of the Yale Pediatric Sleep Center

Fun fact: the idea of clock changes originated in New Zealand in 1895, thanks to entomologist George Hudson, who wanted more post-work daylight for his hobby, studying insects. Today, the practice continues in Ireland, parts of Europe, Canada, and the USA.