Keeping TABS is a place where trends, anthropology, behaviour and strategy come together to offer the best culture-led behavioural insights
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With so much going on, it’s hard to keep track of endless shifts in relevance and to make sense of whether something truly is era-defining. Our Best of Insights awards recognises 20 products, people and campaigns that broke through and mattered – and analyses how they did it.
TikTok finance influencers have gained popularity among Gen Z by offering advice on how to achieve quick wealth. As economic insecurity heightens anxiety within this generation, young people are increasingly seeking alternative sources of guidance to navigate and overcome a flawed system.
Stores that sell animation and gaming merchandise are becoming increasingly popular among Chinese youth as spaces to connect with like-minded peers. With fandoms serving as an essential source of community for Gen Z, 'Guzi' stores are attracting interest by fostering connection and belonging.
Balancing responsibilities for both their children and ageing parents, along with economic challenges and financial insecurity, has left many Gen Xers feeling unprepared for the costs associated with retirement. As a result, many are contemplating moving in with their children to make ends meet.
'Meatfluencers' are urging people to adopt meat-based diets that draw inspiration from an idealized hunter-gatherer past. While this movement is largely driven by men, it is also gaining traction among women and symbolizes a departure from 'woke' narratives about health and sustainability.
Often described as the loneliest generation, Gen Zers are fed up with turning to digital means of connection and are searching for IRL alternatives. For many in this screen-obsessed cohort, hiking is one route out of feed fatigue and is a step toward combatting the effects of social isolation.
A community of Brooklyn mothers has come together to form a supportive network at their local skate park. Motivated by a desire to break away from responsibilities and foster community, this grassroots group aims to reshape the cultural narrative regarding skateboarding and motherhood.
If one thing got people talking this summer, it was Charli XCX’s Brat. This pop culture moment has captured the zeitgeist even making its way into American political discourse, resonating with younger, online generations who are embracing life's messy moments while facing existential dread.
For the first time in 20 years, sales of physical music have risen, spurred by major releases from globally popular artists like Taylor Swift and Billie Eilish. As digital-first consumption becomes the norm, the importance of collecting physical and curated media is growing among fans.
From girly metalheads challenging gender stereotypes in music to lady carnivores adopting meat-heavy diets, online and offline subcultures are providing community and connection in times of polarisation and division. Here are the top ten insights and behavioural shifts that got us talking in August.
Pop music is giving us life – quite literally. With the right tempo to jumpstart a heart, Pink Pony Club and Please, Please, Please are just some of the tracks being used to save lives. With healthy living being a post-pandemic goal, CPR songs add a fun touch to engaging Gen Zers in healthcare.