This week on my internet (11th April) 🥗
Malicious Compliance, Peckham Pimps and Conscious unbossing
Happy Happy friday angels,
My algorithm this week has been hyperfixated on “how long does it actually Take”, from TikToker Christine, who has ADHD and films how long it actually takes her to do things she’s been putting off. Can confirm it made me work through about 6 things that have been on my to do list for Months.
PSA: Coachella Kicks off this weekend so pray for your feeds.
Culture Beat
🎤 Off the back of the Justin x Benny x Selena drama last week, someone made a hilarious “new track” from Justin, and if TikTok had a number 1 section, this would have been in it by a mile (we may not have to wait long). It’s been remixed by many and it’s highly addictive. (its currently stuck in my head so I figured I’d start here to get it stuck in yours as you go through the rest of this email).
☕ Starbucks has a policy (from last year) that baristas have to write on every cup that goes out, no exceptions, whether there’s 1 person in the shop, or 100. The staff are cleary over it, and are now embodying malicious compliance at its finest: customers are more than happy to share the insanity of what is happening…
🎩 If you don’t know the Peckham Pimps, where have you been? This group of creators dresses up as 80’s pimps (the hats, the coats etc), and has created enough of a vibe that people are desperate to get into the group. Prince of Peckham may be getting involved and hosting a Peckham Pimps event.
🚀 The Women in their 30’s trend is bringing a wholesome era of self-assurance and peace; women showcasing how much they’ve changes since their chaotic 20’s, celebrating their achievements and favourite moments, big and small. A very cute and empowering little corner of my feed this week.
Content Corner: Brands & Entertainment
🩳 Australian underwear brand, Bonds, teamed up with Robert Irwin (Steve Irwin’s son) for their latest campaign shoot. It has sent the internet into a full on meltdown. The reptile themed shoot “Made for Down Under” had Robert casually hanging out with some scary looking animals, not a far cry from his day to day continuing his fathers conservation legacy:
❤️ Arsenal announced a club themed dating show: “The Big Match”. The show seeks to match single supporters of the team through blind dates. Instead of the setting of other dating shows (islands, chicken shops, restaurants etc), the centerpiece of the shows dates will be the Emirates Stadium. Side note: Anne Hathaway appears to be an arsenal fan, to everyone’s horror.
🍪 American cookie company Crumbl teamed up with the Kardashian family for a themed Kardashian cookie box. The partnership is wildly boring, and missed loads of easy tie ins (ie renaming Krumbl, or naming the cookies after the fam, or even leaning on iconic moments from the shows).
🥣 The collab no one asked for (but many will be surprised by): Protein Cereal Brand SURREAL launched an unexpected partnership with sex toy company: Love Honey. Surreal put toys back into cereal boxes, but this time: sex toys. Adult toys, meet adult cereal.
📼 KitKat has brought back Blockbusters for 3 days. Blcokbuster was recently boted of the top five missed stores on the highstreet and Kitkat have delivered - whilst the shop isn’t quite the original (it’s now streaming codes instead of VHSs), it’s a cute moment of nostalgia filled with chocolate.
🥗 Farmer J hosted a Pop Up Rave??? I can find zero news on this, but it came across my feed and I keep seeing pop up DJ’s in coffee shops and fast food places. How do people know where and how to find these?
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Audience Insights: Gen Z (mostly)
😔 In Europe, Gen Z is having a harder time moving up the socioeconomic ladder than their parents did. Whilst Europe was once a leader in social mobility, progress has stagnated over the last decade. the EU’s job vacancy rate was 39% higher than its its 20 year average at the end of last year.
🪜 Previous generations have often followed linear paths to leadership roles, but Gen Z are going for a different approach and “conscious unbossing”. This rejection of traditional career paths show a decision to avoid leadership roles, opt against promotions and prioritising contribution paths.
🤥 One trend picking up popularity in the work place is “task masking”. Task masking requires pretending to do work and mastering the art of looking busy while doing nothing. 61% of people report being more productive at home than in the office. When team members don’t want to be a bum on a seat in an office, clock watching, it doesn’t really inspire engagement.
Tech & Social
👀 Adam Mosseri has revealed the secret to hacking instagram growth in 2025. Stories are good, but post to your main feed and build content that drives shares. Optimising for search is also important.
And finally, some no context skits from my feed:
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That’s it from me xoxo