[005] Your FYP Says We’re in a Crisis
Our perception of reality is increasingly shaped by social media.
Hello victims 👋
How’s the vibe where you are?
The sun is shining in Sydney, but I can’t shake the feeling that everything’s not exactly…fine.
The anxiety of World War III is real, and everything feels like a recession indicator.
So today, I’m diving into “recession pop” - more specifically, how our perception of the world is shaped by social media and may not always reflect reality.
Also in today’s newsletter:
What you should post this week
The best brand content I’ve seen on social lately
Industry news
Some videos that have delighted me this week
Let’s get into it!
Deep Dive
The vibe is broke: how culture is shaped by perception
Everything is a recession indicator right now.
Katy Perry is going on tour, Kesha’s back (welcome home, queen), and short, natural nails are trending again (if you know how expensive a manicure is then you know this is an omen of tough times).
But technically, we’re not in a recession.
Global growth is projected at 2.3% for 2025 - lower than usual, but still growing
Inflation in Australia just dropped to 2.4%, the lowest since 2021
The U.S. is also seeing falling inflation- but interest rates remain high, contributing to a cost of living crisis (aka cozzie livs)
Speaking of the cozzie livs: it’s a phrase that has dominated election cycles in the UK, Australia, Canada and the U.S. over the past 12 months.
Despite the data, the vibes are bad. Consumer confidence is down. Many believe a recession is inevitable. And if you spend five minutes on TikTok, you’d be forgiven for thinking the economy already collapsed.
How much of this “vibe” is born on social media?
Social media users have dubbed today’s pop music recession pop - a callback to the glittery, escapist tracks of 2008–2010. Charli XCX’s Brat and Addison Rae’s (surprisingly great) debut album evoke memories of Ke$ha and early Gaga.
Why the throwback? Because once again, people (especially young people) are anxious.
Those same youths aren’t getting their news from traditional sources. They’re getting it from TikTok: confessional finance content, creators sharing their $35k debt pay-off journey, and people filming themselves getting laid off on Zoom.
The algorithm rewards whatever gets the most engagement, and fear travels fast.
In the past, culture shaped what we saw on social media. Now, it’s the other way around.
What does this has to do with recession pop?
People are seeking comfort and emotional relief during an anxious and uncertain time, and nostalgic, danceable escapism is the perfect balm.
The same vibe shift is shaping what we wear, how we decorate our homes, what we put in our carts.
The ripple effect for brands
Smart brands respond to the mood of the moment - cue dupe culture, products designed for maximising comfort at home (because if you can’t go out, you might as well look good in a matching tracksuit), and “affordable luxuries”.
“The brands that get It, get It”
Smart brands have already clocked the mood and are leaning into nostalgia as a way of winning over cash conscious consumers.
e.l.f. collaborated with Snooki star of The Jersey Shore (my favourite show for three years straight) for the launch of their new sunscreen
Juicy Couture is back in the mainstream…words I never thought I’d say
J.Crew brought back its physical catalogue - a love letter to a simpler time
Gap’s campaigns channel early 2000s joy, and the comments are full of users saying “Gap commercials are back!”
These brands are winning because they understand something critical:
Brands that see the vibe and match it, win.
TL;DR
The economy might be stable on paper. But culture, especially on social media, isn’t responding to the numbers. It’s responding to feelings.
As marketers, creators, or even just consumers trying to make sense of the world, we can’t ignore the mood.
References to the 2010’s
Poke fun at what your brand posted in the 2010 era (if it existed then)
Reimagine products if they existed in the 2010’s and design a fake campaign around them
Your version of the fridge cigarette - if it’s not a Diet Coke, what is it? This would work for a product based business (see my last newsletter about not hopping on trends that don’t make sense for you).
Social Media Manager cringe - unboxing fails, influencer cringe…people are loving these real, unfiltered moments. Dig through your camera roll for videos of you fumbling in front of the camera.
Save these if you want to sound smart in your Monday meeting, or for when your boss next asks for examples of brands “winning” social
✅ AI in the feed that’s not terrible: Crown Affair’s post had people smiling - it’s unusual to see AI generated content that people don’t immediately hate, but this stood out and made sense for their brand.
✅ e.l.f. x Joe Hegyes: a unique take on the Labubu madness!
✅ Aussie bank uBank made the message loud and clear, and what can I say…it worked! Sometimes you really don’t need to think that hard when it comes to TikTok.
✅ Google announced the latest Gemini updates in a simple yet effective carousel format that was highly engaging, and made the message clear: turn your big ideas into a reality.
✅ Speaking of nostalgia… well played by the Chargers
This NBA “research” account I’ve watched the follower count increase by 1,000 in just under 24 hours…this one is gonna be big. This is social storytelling at it’s finest, and I hope these creators get the recognition they deserve (by recognition I mean cash money!)
This beautiful video simply delightful in a week full of scary news (get this girl a brand deal with Home Depot already).
This is what makes TikTok great. We’re really all just there for a laugh :’)
Huge news for your creator friend, and yet another Edits update that brings it one step closer to being CapCut (while also being free). Edits also appears to be leaning even further into their ideation/creativity features, allowing you to now place sticky notes on audios you want to save for the future.
The conspiracy theories are true
Facebook pages should be putting links in the first comment on a post, not the body copy.
That’s it for now!
If you liked this newsletter, I’d love it if you let me know, or even shared it with a friend. If you hated it, let me know too! Hatred fuels me :)