The Youth Lab

WHAT ELSE GOT YOUTH TALKING THIS WEEK?

In this week’s 52INSIGHTS, we share the top topics from global The Love Network & internet conversations this week. The Love Network is our unique global network of 16-35 year olds that we engage with for our work - both strategic and creative. (Learn more by requesting a one-to-one introduction.)

#WORLDMENTALHEALTHDAY

Tuesday was #WorldMentalHealth day and there was a lot of powerful discourse on the topic including this excellent and worthwhile Time feature profiling US teens' realities: “Other generations are telling us that we’re a weak generation ... and we haven’t lived through this and that… But we’re in a new world experiencing new things ... They haven’t experienced half of what we’ve experienced.” Jasmine, aged 16, US. The viral impact of the day went to this video created by Norwich City FC which dominated the internet for its simple and eviscerating delivery.

‘TIS THE SEASON

No, not that one. The OTHER one? Spooky Season incorporates the whole month and we’re well and truly in its midst. The internet is dripping with the seasonal evidence of our love of Halloween with TikTok showing 18.7BN views for #spookyseason, 93M for #spookyseason2023, and people all over the internet are embarking on the annual cinematic pilgrimage to watch a Halloween movie a night for the month of October. Snapchat has turned its audience’s love of Halloween into an immersive experience called Phantom House where Snap Stars Tony Talks, Sofie Dossi, and Ezee race against the clock to escape the Phantom House.

BIG BROTHER IS BACK

While we’re on the topic of immersive and fabricated worlds…THE reality show that owned the noughties has made a return to UK screens after quietly ending its run to zero fanfare in 2018. The new version is still in its first week while the ratings are the best since 2012 it’s drawing mixed (and some very critical) reviews. Whether this season is going to genuinely reboot the popularity of the format, or is just riding the wave of the decline of Love Island remains to be seen, but love it or hate it, there’s no denying that it provides true watershed moments in TV entertainment.

WHAT THE BECK!?

Speaking of a 00’s heyday, the internet’s been GLUED to Netflix's Beckham documentary, which, along with Big Brother, is also providing welcome escapism from news headlines for many. The documentary gives a candid and endearing timeline of the love story of David & Victoria Beckham (including this amusing moment which was immediately memeified), on the backdrop of a thrilling reminder of the pinnacle seasons of Beckam’s time at Manchester United. The docuseries was also widely criticised for allowing David Beckham to skirt allegations of his infidelity, and completely cut comments about the Qatar world cup.

AI X NOSTALGIA: THE 90’s #YEARBOOKTREND

90s yearbook photos have also been taking over timelines, as celebs like Lionel Messi and Cristiano Ronaldo jumped on an AI tool that allows you to imagine how you would look like if you went to an American high school in the 90’s - using a few different high school clique aesthetics.

A DIGITAL METROPOLIS

A 3D design experiment on Instagram called @statville that builds a city according to how many people follow the account is on its 276th day with almost 700k followers.

RUGBY FEVER

Rugby fever continues to capture attention as the World Cup continues in France. Besides the bed bug crisis, we’re seeing social media full of fan singalongs and clever brand conversation drivers. We loved this clip of comedian Jack Whitehall’s recent Dublin gig where he was on stage at the same time as the rugby. The gravity of the Ireland vs All Blacks match this weekend is now widespread - music legends The Saw Doctors have even postponed their gig to allow fans to watch the game on a big screen in the venue.

BRAND TAKEOUTS
Stay inspired & go gently. Times are tough right now for many reasons. Be aware that global events will continue to impact your employees and colleagues in unique and deep ways in the near future. Don’t feel guilty about the need to escape at times - young people have taught us that this is part of how we all cope. Take some time to go beyond your own internet or watchlist bubble. Seek alternative perspectives & creative inspiration somewhere new.

THINKHOUSE WORK: IN OTHER NEWS

IMPACT: IMMA’s recent EARTH RISING festival saw an +84% increase in visitors from last year! Read a case study about our collaboration here.

CREATIVITY: Check out some of our favourite recent social media productions for Jameson, Barry’s Tea and Fair Seas.