Culture Lab Newsletter: @eightandfour added you to Group 7

Wardrobe: switched 🧣 Feed: still unhinged 💥

It’s that time of year again! Mariah Carey is defrosting, pumpkin spice latte orders are echoing through coffee shops, and the Fall Girl aesthetic is officially back in rotation. But no matter the season, the timelines stay messy… and we wouldn’t have it any other way. 

What’s Gone Viral? 🔥

Just want the headlines? Here’s a peek at some of the bigger viral convos before we dive into trends and the more… unhinged.

Toeing the line of costume controversy this spooky szn

Halloween costumes always set the stage for a bit of outrage, and this year was no exception. From Kayla Nicole's sneaky Taylor Swift diss to Julia Fox's blood-stained Jackie Kennedy costume (which Kennedy’s grandson called “disgusting, desperate and dangerous”)... this spooky szn's outfits showed the fine line between harnessing cultural events for provocative commentary and tactless reputation-risking rage-bait.

Is Group 7 the new 6-7?

What’s wrong, babe? You barely touched your Urban Dictionary website. Well no need to! Once again we’ve got the rundown on the latest TikTok lingo. An artist recently posted a social experiment that quickly turned into an inside joke. She shared seven videos, each assigning viewers to a “group.” Group 7 went the most viral, and being part of it kind of became a status symbol. Do people actually believe being in the group makes them better? Not really… but it gave users something to bond over, sparking memes, and endless inside jokes across the platform.

Como se dice… the queen is back! 💅

In the era of sound bites, video clippers, and the endless chase for the next viral TikTok hit, returning to music as a true artistic expression is how international stars now engage their core audience and reclaim cultural authority. We’ve seen it with Bad Bunny’s latest album / tour, and Hayley Williams’ surprise singles. For some, new album releases are the 

new tell-all biographies, like in Lily Allen’s latest project. Now, LA Rosalía is reminding the world of her classical training roots, and surprising fans with a bold “New Avant-Pop Swerve.” Be careful of all the jaws on the floor, Rosalía’s listeners dropped them.

Trending Format Alert 🚨

It’s no secret: the comment section is where it’s at. It's where communities rally and users run to see what likeminded individuals are saying – the same way you would automatically glance at a friend across the room to see if they’re thinking the same thing  👀

TikTok comments are on another level, and ever since images were allowed in comments, the chaos has only intensified. Enter an evergreen format that’s been blessing our feeds: a scene-setting image, a text overlay prompting users to 'step into the scenario' and a resulting flood of hilarious, sometimes tear-jerking responses from all over the world.

For brands and creators, it’s gold: a way to rally your audience around shared experiences and spark engagement that feels effortless - offering an authentic space to understand what people actually care about.

Brand Champion 🏆

It is a truth universally acknowledged that a brand trying to tap into digital culture must be in want of bespoke, new footage. Shoot dates, reactive planning, and the fast-moving trend lifecycle are all challenges you’re likely all too familiar with.

Formula 1 has found a clever workaround. They’ve emerged as ✨ sound connoisseurs ✨, repurposing footage from previous races and interviews and pairing it with popular or trending sounds. Old clips get a new life, fans get fresh content to engage with, and conversations around the brand ignite all over again.

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.

Travel & Hospitality ✈️

Egypt’s Grand Museum: A landmark decades in the making

Micro-retirement is the new sabbatical

Travel hopping: the travel trend to end all travel trends

Fashion & Thrifting 🧶

Country menswear is in this season

The era of quiet luxury may be over

The rise of the ‘weird collectors’ 

Culture & TV 🎭

The finale of TV hit ‘Celebrity Traitors’ is coming to UK cinemas

Bald screening… That’s it. That’s the headline

US show ‘Only Murders in the Building’ is crossing the pond with a London-based season 

Food & Drink 🍹

Tyra Banks launches “Hot Ice Cream”

Ultra-processed foods and their hidden impact on the planet

Tourism now makes up 25% of global winery revenue

Trending Meme Alert 🚨

Building on the group 7 vibes, here’s the latest TikTok trend showing just how unhinged group chats can get 👀

This format seems to be part of a broader candid trend: people scrolling their own chat history and camera roll to hop on trends rather than creating new content. As brands and creators, this presents a unique opportunity – enabling us to tap into shared experiences and observational humour, create content that feels less 'produced' and more human, and ultimately drive engagement through relatability versus glossy visuals. It also highlights the power of employee-generated content, giving teams a platform to showcase authentic perspectives that resonate with audiences and spark meaningful interactions.

And that’s a wrap! Just an au revoir, dad-chat style: 👍