A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
#Cole Hocker: Cole Hocker and Yared Nuguse won Olympic gold and bronze in the 1500m, marking the first time since 1912 that two Americans have stood on the podium for this event.
#Gabby Thomas: Users praise Olympic gold medalist Gabby Thomas for her incredible athleticism and intelligence, highlighting her Harvard master's degree in epidemiology and her neurobiology degree.
#Cori Bush: Representative Cori Bush loses the congressional primary.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
underconsumption core
What It Is: TikTok is inundated with hauls, product reviews, Tik Tok Shop promotions, and influencers endorsing various items. Traditionally, users have always shown resistance to branded content. However, as concerns about the environmental and economic impacts of fast fashion and mass production grow, a shift is occurring. A new trend, known as "underconsumption core," is emerging, where users reject the notion that their primary role is to be consumers. Instead, underconsumption core encourages individuals to appreciate the products they already own and to be mindful consumers.
Brand Takeaway: Users, more than ever, have a heightened aversion to companies that constantly push the newest, shiniest products. This presents an opportunity for brands to focus on their beloved products, showcasing their quality and longevity. Additionally, it’s a great chance for brands to share innovative ways to enjoy their products and to encourage repurposing. This approach not only aligns with the underconsumption core trend but also fosters a deeper connection with consumers by promoting sustainability and mindful consumption. By doing so, brands can build lasting relationships with their audience and differentiate themselves in a saturated market.
Cultural Takeaway: This trend aligns with sustainability values and highlights a growing fatigue with rapid trend cycles that push the latest must-have products. Similar trends, such as "de-influencing," aim to counteract the culture of overspending driven by online promotion and emphasize a return to basics. This is particularly relevant for younger consumers who are environmentally conscious and financially strained. The trend underscores a broader sentiment of fatigue as users grapple with economic challenges and global issues, feeling overwhelmed by the constant pressure to keep up.
Examples: 1 | 2 | 3
Four must-click links that crossed our feeds today.
🩰 From Ballerina to Farmer to Internet Sensation
🛍️ “Are Malls Dead? As If!”
🎧 K-pop Sensation Lisa and Spanish Music Star Rosalía Tease Upcoming Collaboration
🎾 Czech Tennis Players Couples win Olympic gold in tennis doubles a month after their breakup
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