Culture Lab is back (and fully cosied up) 🍂
PSLs have hit Starbucks, cinnamon-scented candles are sold out in TK Maxx and we're binge-watching clips of Dancing With The Stars once again. Cosy season is SO back. 🕯️
But if you thought culture was snuggling up on the sofa and slowing down for Q4... buckle up besties, we've got goss to get into.
Today's Hot Take 🌶️
The internet says it wants authenticity, but really it's stuck in a perfection mindset. There, we said it.
We're constantly told that audiences love relatability, but the second someone is a little awkward, everyone reaches for the pitchforks. So, what do we actually mean when we say we want "authentic" content? 🤔
What's Gone Viral? 🔥
Just want the headlines? Here's a peek at some of the bigger viral or rising convos before we dive into trends and the more… unexpected.
Strictly Come Judging 👀
New presenters Emma Willis, Josh Widdicombe and Johannes Radebe barely had time for their fake tan to bake before people started having Opinions™. The trio's first live shows sparked criticism from viewers, which is a fascinating lil snapshot of how we react to change.
We say we want new faces, fresh formats and (you guessed it) authenticity, but when someone new steps into a beloved role, we act like they've chopped off Claudia Winkleman's fringe. ✂️
If you ask us, letting people watch you figure it out is part of the process (and sometimes what makes them care most).
Sing it with us: there were 115 financial allegations, sitting on a wall 🎶
Last week, Manchester City were found guilty of 115 breaches of financial regulations. So obviously, "115" became memes, a chant and an inside joke between football fans.
The lesson? Your audience isn't just consuming your brand. They're writing your future lore. And our prediction is what 115 charges can achieve, not even 115 years on the internet will erase…
Not all men, but all 57 men in a fraternity group chat
As news emerged about Cornell University's response to 2024 sexual assault allegations, women around the world were (rightly so) enraged. There's too much to unpack in one post, but one thing stands out for us in a world where we're constantly talking about community... people expect action.
The lesson? Your community guidelines aren't culture. What you let your community get away with is culture.
Trending Format Alert 🚨
Ugh, don't you just love a trend that can be adapted to basically anything?
Introducing the "how I would react" trend. It's simple, recognisable and gives you permission to have a point of view. Whether it's reacting to an industry pet peeve, a cultural moment or something your audience has been collectively losing their minds over, the format works because you're using the trend to say something.
Sometimes, the best social formats don't require a genius original concept. Sometimes all that's needed is to make your audience feel seen. 👏
Brand Champion 🏆
Word nerds, this one's for you. 📚
The Culture Lab team is 75% English Lit girlies, so obviously Merriam-Webster is giving us life.
An unexpected entrant into our "favourite accounts of 2026" list, the dictionary brand has been providing social-first education, cultural commentary and chronically online responses to the biggest news of the moment. It's proof that on social, you don't need to make people sit down for a lesson... know your audience, then sneak the learning in through the side door.
Culture Lab Spotlight 🌟
And, of course, we can't forget some of our own recent client content 🎺
Regent Street: watch here
Sandals Resorts: watch here
As Said Online 🗣️
Another day, another phrase we aren't cool enough to understand.
First there was LOL, then came 😂, now we've arrived at "Son, I'm crine". The phrase began circulating heavily within Black and New York culture, before making its way further into mainstream social feeds. It's basically another way of saying "that's really funny", but... cooler...
So if you see this in your comments section, congratulations. You're officially funny.
More Industry News 🗞️
Looking for a specific industry or topic? Say no more. Here's a selection of a few bonus newsworthy moments and trends, organised into categories, 'Type A' style.
Food & Drinks 🥤
- Begging for someone to make us some silly crisps
- Soho-no. Concerns over the brand's food practices
- Back to school? This autumn's food trends just dropped
Travel & Tourism ✈️
- Chinamaxxing and undertourism: the 2027 travel predictions
- Let it shine: night sky tourism takes India
- It's called growth. Skillcations are the next big thing
Influencers & Creators 🌟
- TALA's smart maternity cover stunt with Farron Clark
- How food influencers are changing the restaurant landscape
- Girl power: the rise of female DIY influencers
TL;DR: 3 Takeaways 🚀
1️⃣ You don't need to have the perfect edit, just give your audience something to get behind.
2️⃣ Say it with us: educational 👏 content 👏 can 👏 be 👏 funny 👏 too 👏
3️⃣ Your audience is writing your brand's lore. Pay attention to it.
Anyway, that's enough cultural whiplash for one month. Treat yourself to notifications off, watch Nigella eat some cake, and remember: we're here whenever you need us. 🍰
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See you next time, besties 🫶
Live, laugh, love, The Culture Lab team 💚
