A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
#PitDark: Writers on X are participating in the first X “pitch party” and sharing their unpublished dark literature manuscripts for a chance to connect with agents.
New Zealand: The highly anticipated new Call of Duty: Black Ops 6 video game just launched in New Zealand and fans located elsewhere are feeling the FOMO.
Anderson Cooper: Kamala Harris joined Anderson Cooper for CNN’s Presidential Town Hall Wednesday night, with many of her responses sparking conversation.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Sober Curious Content
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What It Is: Move over, Dry January — conversations around sober curiosity are happening earlier on social media as more and more young people adopt the “sober curious” lifestyle, choosing to either cut alcohol out completely or seek more balance in their consumption habits. Sober October, a movement that encourages consumers to abstain from alcohol or significantly reduce their consumption for the month, has people not waiting until the new year to try a sober lifestyle. As the month ends with Halloween and more holiday celebrations on the horizon, we’re seeing an increase in sober curious content, including helpful tips for completing Sober October and mocktail recipes, for those trying it out before the holiday indulging begins.
The Brand Takeaway: A recent study revealed that 61% of Gen Z and 49% of Millennials are trying to drink less in 2024, marking a larger societal shift toward prioritizing mindfulness. Consider how your brand could rally behind the consumers who are a part of this movement by creating content that supports (or simply normalizes) the choice to abstain from alcohol — something that has, until recently, been more stigmatized as a sign of a problem. Emerging beverage brands that offer alcohol alternatives featuring CBD or other adaptogens have also entered the chat — these new products are speaking directly to the sober curious and going beyond homemade mocktails to give non-drinkers something fun to imbibe at bars or parties without the negative effects of alcohol.
As with any niche lifestyle area, social is a place for fostering community. There’s a strong bond between those in (and curious in) the sober lifestyle, and brands can join the conversation genuinely by considering how their content may or may not be alienating those who don’t drink. Alcohol aside, the rising interest in sober curiosity indicates that younger generations want to make more health-conscious choices. Brands outside of the food and beverage industries can leverage this by encouraging mental and physical wellness in other ways. Month-long initiatives like Sober October can also be applied to other lifestyle areas to “gamify” a challenge and bring people together around a common goal on social.
Four must-click links that crossed our feeds today.
The first trailer for the highly-anticipated second season of Apple TV+ series Severance has finally dropped.
Troye Sivan did the “Apple” dance for the last night of the iconic Sweat tour with Charli XCX.
Primavera Sound dropped their 2025 lineup featuring artists like Chappell Roan, Sabrina Carpenter, FKA twigs, and Clairo.
Apple confirmed that iOS18.1 will be available next week, bringing the first taste of Apple Intelligence to personal devices.
Venom: The Last Dance - Theaters, 10/25
Conclave - Theaters, 10/25
Magpie - Theaters, 10/25
Before Season 1 - Apple TV+, 10/25
Only Murders in the Building Season Finale - Hulu, 10/29
The Great Impersonator - Halsey
Patterns - Kelsea Ballerini
Megan: Act II - Megan Thee Stallion
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