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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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.
A national survey revealed a decline in the number of UK adults who read regularly, with many younger adults struggling to pick up a book. Respondents cited time scarcity and overwhelming distractions as the main culprits, presenting both a challenge and an opportunity for slow media.
Renowned for her emotional vulnerability and icon status, Taylor Swift's latest album The Tortured Poets Department has been dubbed by fans as her most personal and dramatised yet. But what is it about her explicitly exaggerated performance that is striking a chord with modern music lovers?
Gen Zers are ditching dating stereotypes of old as they embrace cringe-worthy, digital scenarios that lean into eye roll moments and outlandish behaviour. As younger generations shed cookie-cutter romantic ideals of the past, their dating lives are getting increasingly complex and up for debate.
Teen boys are embracing perms to achieve the textured and voluminous 'broccoli haircut' look. Initially greeted with scepticism and humour online, this trend has gained acceptance, signalling a shift in masculinity norms and encouraging boys to explore new hairstyles and forms of self-expression.
Revenge travel defined the post-COVID holiday landscape as people sought to reach the places lockdowns had prevented them from experiencing. Though with life largely returning to a sense of hectic normalcy, eager jetsetters are now turning to ‘slow travel’ as a rejuvenating adventure alternative.