Rebecca Roberts

Nepo-Sport, anti-uni, ai spiritual guides and sex norms Mental health, soft skills, army outreach and the fridge cigarette

Not sure anyone is still checking Bsky on the reg any more... but just shared latest Engaging Youth update and it's packed with reports and articles on children and young people this week - if youth audiences are your thing engagingyouth.substack.com/p/nepo-sport...

Do we have a news inheritance crisis pending? Ofcom’s Children’s Media Use & Attitudes Report and Ipsos Online Lives of 15-24s has brought us fresh data this month and it’s news media habits where I’m first digging out some things to consider.We ...

Do we have a news inheritance crisis pending? Latest Ofcom and Ipsos Mori data tells us more about news media habits among children and young people. Social first is here to stay but trust is the biggest cost - its news via family that has the most reliability www.threadandfable.com/post/do-we-h...

The Hear It Podcast Podcast · Rebecca Roberts, Thread & Fable · How can we better engage youth audiences through our marketing, communications and campaigns? Back for Season 5, the Hear It Podcast speaks with guests from...

Latest episode is out - we're talking about Moral Panics and Gen Z - why headlines love to jump on a stereotype and why you absolutely have to dig into the data to better understand youth audiences open.spotify.com/show/16Pi1C1...

Representing youth voice within campaigns with Lyndsay McDade, Fearless Podcast Episode · The Hear It Podcast · 29/04/2025 · 23m

This was such a great conversation. I interviewed @lyndsaymcdade.bsky.social from Fearless Scotland, @crimestoppersuk.bsky.social about their successful sextortion campaign aimed at helping young victims. podcasts.apple.com/gb/podcast/r...

What Gen Z really think with Zoplo's Tom Cullen Podcast Episode · The Hear It Podcast · 15/04/2025 · 20m

New episode out podcasts.apple.com/gb/podcast/t...

Testing the Hear It Podcast out on TikTok. 4 days in, around 12k views and a few hundred likes, it’s interesting figuring out what is/isn’t working on there. Since X became the worst place, I’ve needed to think about other platforms. Have a look/follow/feedback etc 🙌

www.tiktok.com/@thehearitpo...

a seagull is standing on top of a tree stump with a blue sky in the background . ALT: a seagull is standing on top of a tree stump with a blue sky in the background .

Loved chatting with the @rspb.bsky.social on their approach to TikTok. Flying start to the new season of the Hear It Podcast, pun totally intended podcasts.apple.com/gb/podcast/r...

RSPB Bird of the Week with Yas Devi Podcast Episode · The Hear It Podcast · 01/04/2025 · 14m

Love having a chat with Yas from @rspb.bsky.social on their approach to TikTok. As a long standing bird of the week fan- it was great to chat communities, youth audiences and what measures really count

podcasts.apple.com/gb/podcast/t...

Season 6 of the Hear It Podcast lands tomorrow - some great guests coming on and sharing their wisdom and ideas of how to better engage youth audiences

#engagingyouth #youthvoice #youthmarketing #genz

podcasts.apple.com/gb/podcast/t...

Modern masculinity, Gen Alpha consumers, are GCSEs ok and being 'very online' is a thing of the past Dating, drugs, brand 'lighthouses' and what's being labelled the Gen Z Uniform

Latest Engaging Youth - modern masculinity, a look at Gen Alpha as consumers, should we scrap GCSE's, lockdown impact and the Gen Z uniform...
engagingyouth.substack.com/p/modern-mas...

IWD, (un)happy youth, lost boys, ASMR, 5to9 club and the hotel of mum and dad Lots of reports, surveys and articles this week. Are boys falling behind in the UK, is being online a human right and is the UK attractive to international students?

Lots shared on Engaging Youth this week; hotel of mum and dad, lost boys, is being online a human right?, is a happy youth a thing of the past, IWD campaigns, live music dips, ASMR interest and the #9to5 productivity maxing proving increasingly popular
engagingyouth.substack.com/p/iwd-unhapp...

Zebra-striping, brainrot, dating and goth revival Drink culture shifts, youth views on politics, dating and Britain, school sport and more screen time debate.

Zebra-striping, brainrot, dating and goth revival - plus some interesting Gen Z insights on political views of young men in the US and Germany, plus (cue Mail uproar) on UK youth view on Britain as a nation.

open.substack.com/pub/engaging...

That’s annoying - it’s so hard not focusing on one bad comment. But you know what, usually it’s more about them than you - bad day, miserable person, jealous etc, park their neggy vibes back with them. Hope you can enjoy the overall positive ones sounds like it was a great session!

Mental health, fourth-space, phone bans and "Masks-Off Era" Charities are calling for a MH reform, lots of data around digital/real life worlds and how to get more teen girls into entrepreneurship.

Masks-off vibe shift in the US? School phone bans and text msg scams, how to get teen girls into entrepreneurship and the Millennial pause... vs the Gen Z shake. Lots in this weeks Engaging Youth update open.substack.com/pub/engaging...

Why do run clubs have a grip on Gen Z? While running clubs aren't new, they're offering both fitness and social spaces that are rapidly on the up for Gen Z audiences.

Why do run clubs have a grip on Gen Z?

*plot spoiler* for friends, dates and fun

www.threadandfable.com/post/why-do-...

Amid war, vicious attacks and political turmoil, global fact-checkers fear the impact of the end of Meta’s programme Fact-checkers from Brazil, Croatia, Italy, Nigeria, Ukraine and the Philippines explain the potential effects for their revenue and their news ecosystem.

"It'll become more difficult to distinguish professionally-verified information from other types of content on social media. Trust will be weakened," says Brazilian fact-checker @tainalon.bsky.social in this piece on Meta's U-turn on fact-checking
reutersinstitute.politics.ox.ac.uk/news/amid-wa...

"Many of the behaviours of today’s teens and young adults are not simply thick / snowflakey / lazy, but rational responses to a world created by their elders, if not always betters. The childhood experience has deteriorated completely in the past 15 years or so."

No, the kids are really not all right. Honestly, can you blame them? | Marina Hyde From gen Z yearning for a ‘strong leader’ to children being swept up in riots, the portents aren’t great, says Guardian columnist Marina Hyde

Enjoyed reading this from Marina Hyde in the Guardian

www.theguardian.com/commentisfre...

"Gen Z want dictators"... the challenge with headlines from surveys is they'll get the click bait. There's a lot going on for youth audiences in the UK and as Channel 4 prepares to share findings in full this week, it's this label that's been publicised the most.

Thanks for sharing Alan

I've published All About Alphas today, a look at what life is like growing up in the UK. It's a sobering read, built on more than 30 research reports from the last year or so (so lots of links to more indepth data).

Let me know what you think and feel free to share it www.canva.com/design/DAGcQ...

I'm launching 'All About Alphas' next week, a report taking a look at what growing up in the UK is like and what more than 30 research reports over the last year tell us about their lives and things to consider for 2025.

engagingyouth.substack.com

Er yep 🙄

a black dog is making a funny face with the words `` what are you going to do about it '' written below it . Alt: a black dog is making a funny face with the words `` what are you going to do about it '' written below it .

Here’s all the things we learned from the 9 hour TikTok ban;

a man in a striped shirt is standing in a hallway and says what a sad little life ALT: a man in a striped shirt is standing in a hallway and says what a sad little life

“Get over it” Linda, traitor, 2025 😂

Fozia giving sad little life Jane vibes

#traitors #linda

I know right 🤪 he is not ok

a man in a suit is holding a glass of water in his hand . Alt: a man in a suit is holding a glass of water in his hand. Mark zuckerberg nervously takes a sip of water, presumably beefing up his masculine energy

I did not have “masculine energy” on my 2025 ‘in’ list, wow

2025 - the beginning of the Beta babies All Gen Alphas have been created and this year marks the start of a new generation - Gen Beta.

2025... the beginning of the Beta babies. What things are set to define this new generation that are important to consider? I shared a few thoughts www.threadandfable.com/post/2025-th...

Political content on Instagram and Threads ramped up Users will no longer be able to opt out of political content from people they do not follow.

I chatted to the BBC just now about the impact of removing user opt-outs from political content on Instagram and Threads, while also disbanding fact-checking. www.bbc.co.uk/news/article...

Absolutely obsessed with this line from Linda. Incredible. #TheTraitors