Beatfreeks, Zellig, Birmingham (2026)

31/10/2024

🎃 How do different generations handle horror? 🎃

Halloween is here, and horror movies are back in full swing, but each generation’s approach to scares is wildly different.

Three undertook research to determined how many people “Second Scream” and what other coping mechanisms movie fans have in dealing with the intolerable tension that takes place on screen sometimes.

Gen Z leads the trend of “Second Screaming” - they love horror but prefer knowing what’s coming, with 68% keeping their phones on hand during scary scenes, and many even reading spoilers to lessen the suspense. 😱

On the other hand, Gen X is only about 23% likely to prep with spoilers. They’re more traditional but don’t mind a bit of spoiler “insurance.” Then we have Boomers, only 10% of whom keep spoilers close. They want full immersion - no phones, no spoilers. 📵

For brands, this means creating unique Halloween experiences that cater to each group: Gen Z audiences will love interactive, spoiler-friendly trailers or “watch-along” content. Gen X and Boomers may appreciate immersive, suspense-driven campaigns that keep the thrill alive.

What horror film are you watching tonight?

11/06/2024

Everyone’s talking about the “Taylor Swift Effect”. 👇

Taylor Swift’s approach to engaging her audience is a masterclass in co-creation, fostering an incredibly dedicated and active fanbase known as the “Swifties.”

These super-fans support Taylor’s music, causes, and even influence cultural trends. 🎤

This ability to activate new audiences through her passionate fandom has become a hot topic in academic research.

Digital ethnography, the study of online cultures and communities, is being used to explore the impact of her social media posts on social and political issues. This method is vital for understanding brand relevance and activities.

At National Youth Trends, we’ve found digital auto-ethnography, particularly our “WhatsApp Diaries” approach, to be incredibly effective in understanding young people.

This even earned us an award in 2023. 🏆

Understanding and leveraging the power of co-creation is key to driving broader engagement and impact.

06/06/2024

IKEA is hiring in Roblox.

This is too cool not to talk about.

They’ve built an IKEA store in Roblox, allowing people to apply for real jobs at IKEA. 🎮

Roblox, for those who don’t know (how have you not played Natural Disaster!?), Roblox is a popular video game where players create games within the game for others to enjoy.

It has become increasingly popular with brands in recent years as a way to attract a younger audience either through advertising or in-game attractions

While Roblox is known as something for younger gamers (Statista reports that 42% of its players were under 12 in 2023) it does have a young adult following too. Statista shows 42% of Roblox users are aged 17 to 24 and 25+ leaving a healthy chunk of its audience to target in this campaign.

Curious? Give it a try on June 24th.

P.S. This isn’t set up by us, but we think it’s a fantastic way to explore new career paths in a fun setting.

04/06/2024

Is it the answer, or does it create new issues?

There’s a lot to unpack here. 👇

On one hand, there’s a worry that memes and toxic trends might not be the most enriching content for young minds (they might be right).

But data security is also a valid concern, especially with tensions between countries.

It’s a big worry for those who’ve built careers and businesses on the platform - it would disrupt their income and impact entire communities that rely on the app. ❌

Banning TikTok would silence the voices of young activists using the platform for good, robbing many of a space for self-expression and creativity.

And the whole ‘banning’ idea can’t be 100% good. What if it sets a precedent for restricting other popular apps, limiting freedom of choice?

It may only be banned in the US, so we’re safe (for now), but if the UK decided to do it too, we might be in trouble.

💬 Answer below, would you ban TikTok or keep it?

30/05/2024

Could you be the next bossman? 🤔

The corner shop - a staple of British life. But the faces behind the counter are changing. The Local Shop Report 2023 reveals only 27% of convenience store owners are under 30.

Gen Z are known for their entrepreneurial spirit, so the convenience store sector presents a unique opportunity.

Research by Vodafone and Allwyn shows a staggering 50% of under 34-year-olds want to see digital upgrades at their local shop, even prioritising it over lower prices (31%).

Shops are waking up to this slowly, but many are still yet to begin online ordering, delivery, loyalty programs, and contactless payments.

Level up and become the best shop to go to (seriously, there’s probably not much competition right now).

28/05/2024

Are Gen Z less emotionally intelligent than other generations? 🧠

The State of the Heart 2024 found that “the world has entered an emotional recession characterised by low well-being and high burnout.”

Who could’ve guessed?

Gen Z has seen a stronger drop than other generations around ‘Drive’ - harnessing emotions, vision and purpose, and intrinsic motivation.

Over half of Gen Z (53.7%) scored low on ‘Satisfaction’ - signalling especially high risk for disengagement and burnout for younger workers.

But there’s still hope. 👇

Gen Z excels at balancing self-awareness and empathy.

This has big implications for the language we use as leaders. Empathy, care, and mutual responsibility resonate more than ‘duty’, ‘loyalty’, or ‘teamwork’.

As we move forward, let’s focus on authentic connections and understanding to build a more resilient and engaged workforce. 💪

22/05/2024

BIG ANNOUNCEMENT 🚨

We’ve made a gigantic move.

Beatfreeks is now partnered with and the wider Group X family! 🎉🎉🎉

Beatfreeks will now be the strategic research arm of this expanding group, turning real-life data into actionable strategies for brands to understand the unique needs of different generations.

By joining Lunar’s network, we gain access to a wider range of resources and expertise to develop multi-generational marketing strategies for an even wider range of audiences.

Founder & Chair of Beatfreeks, Anisa Morridadi:

“This venture marks an exciting step for Beatfreeks, increasing our capabilities and reach. Together with Lunar, we’re on a mission to build truly relevant brands that understand the ‘mood of now’ and are actively shaping tomorrow.”

Props to Nick Smith / for helping us bring it all together. 👏

Exciting stuff ahead!! 👀

Read all the details from the link in our bio.

16/05/2024

Women are STILL being undermined.

New research by Fox-Robinson and Wójcik from the University of Manchester found some uncomfortable truths about the fintech industry.

Despite progress, fintech’s still playing catch-up when it comes to gender equality.

Here’s the lowdown:

➡️ A startling 4% of Fintech CEOs are women. Yep, just 4%.

➡️ Women snag only 18% of seats at the executive committee table.

➡️ While just 7.7% of fintech entrepreneurs are female.

These figures reveal a “Triple Glass Ceiling” at the crossroads of finance, technology, and entrepreneurship - which is traditionally dominated by men.

We can’t just post about change, though. Let’s be the change.

Drop your thoughts - what steps should companies take to support and propel women to higher positions?

Time to smash some glass! 🥂

14/05/2024

Missed the last one?

Feast your eyes on our National Youth Trends Report for 2024 (link in bio).

If you want the tea straight to your email - Sign up for our 🔥 DL newsletter while you’re at it. ☕️

10/05/2024

But it’s not good news.

According to a survey of 9,000 10-17 year old girls in 20 countries conducted by Edelman DXI…

😟 Almost 50% expect to worry about their appearance as they age
😓 33% expect to have cosmetic work or plastic surgery as they age

Thanks Hollywood. Even Simon Cowell has tricked us into thinking plastic surgery makes you more attractive… he does NOT look good - sorry Simon.

Along with the horde of ‘child-friendly’ skincare products pushed onto Gen Alpha by influencers, they’re also picking up a bag of insecurities.

Convinced that applying more and more anti-aging cream will take the non-existent wrinkles away.

Look up @‌Dove’s video, says nothing but facts on this. 👏

25/10/2023

It’s been a crazy year at Beatfreeks. We've been busy behind the scenes delivering some exciting international projects and dreaming up our next steps following a lot of change. After a restructure, we’re now seeking a Director of Client Relationships and Operations to run the show, reporting directly to Beatfreeks Founder and Executive Chair, Anisa Morridadi. Working remotely and flexibly, you will ensure the delivery of all of our output is on time, on brief and up to spec: Project Delivery, Communications, Operations, and Finance.

To apply, read the full job deck (link in bio) and then email your CV and a short covering note in your style and choice (covering letter, video, voice note, presentation - whatever you prefer, but no longer than 500 words/3 minutes) that highlights why you're a fit for the role to [email protected]. The deadline for this initial round of applications is Wednesday 8th November, 11 PM.

This is a 4 or 5 day a week role with an immediate start, but we can be flexible. If this role sounds like you're buzz but you're not sure if you're the right fit, we'd really encourage you to apply. If you'd like to talk it through, reach out to [email protected].

16/10/2023

are offering £50 bursaries for individuals to participate in focus groups as part of our Curfew project. They are looking for:
✅people aged 16-86
✅ based in the Birmingham area
✅who have lived experience of the fem experience of public spaces at night
✅and are happy to have a collective conversation about this.

The purpose of the focus groups is to discuss the ways in which we experience, think about, perceive, fear and avoid public spaces at night. Applications from Black, Asian, Minority Ethnic, D/deaf, Disabled, Transgender, and LGBTQIA+ individuals are particularly welcomed.

⏳ APPLICATION DEADLINE: Wednesday 18th October 11:00 pm

Link in bio for the application form!

Beatfreeks

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