From mouse moments to savour to the times we don't feel safer

The Moments Matrix is a fortnightly guide to the cultural moments driving clicks and conversations across the internet. Find out what’s going viral, here to stay covering mainstream and niche topics.

Photo: The Social Intelligence Lab        

D&I Conservatism
Although our society has made massive strides for better inclusion and diversity, it seems there's still some conservative voices when it comes to on-screen talent choices. Think about the reaction to Lizzo playing James Madison's flute, the diverse casting in the new Lord of the Rings show, and Halle Bailey being cast as Ariel in the new Little Mermaid movie over the past couple of weeks. We've seen entertainment sectors - like movies, music, and television shows - make some major efforts to improve the diverse representation in their casting, writing, and productions. However, conservative voices have strongly contested this - especially in the cases above.
Data source: Search data, Twitter, Instagram, TikTok, and media
Source: Nichefire

Gas Prices on the Rise Again
Attention to gas prices is rising again, with both media coverage and public interest in that media coverage increasing in the last week.
Data source: Web
Source: NewsWhip

Loving the Frugal Live
Recession, Inflation, Downturn, oh my! Frugality is emerging as a major theme on social. Powerfully, most young users aren't letting financial woes stop them from living their life. Social media is approaching less spending power with more creativity, and embracing thrifting, backyard parties, DIY and up-cycling.
Data Source: TikTok
Source: ViralMoment

The Link Between Climate Change and Hurricanes
With hurricanes Ian and Fiona devasting the Americas, one big question came to mind for many people: what is causing these devastating storms? The internet is awash with conversations and articles about the suspected link between extreme weather and climate change. It's suspected that this conversation trend will be seasonal, stay tuned to see how it develops...
Data source: Search data, Reddit, Twitter, media sources
Source: Nichefire

Freedom in Iran
Across social media, the protests of women in Iran echo largely after the death of #MahsaAmini at the hands of the morality police. #Iran has 9 Billion views on TikTok, and social media allows us to sit firsthand with women protesting on the ground. Get Ready With Me videos are blowing up, showing women getting dressed in oppressive outfits. There is high dissatisfaction with a lack of western news coverage, and women on the ground are calling for visibility.
Data source: TikTok
Source: ViralMoment

Herschel Walker's Bad Week
Herschel Walker — who is running for Senate in Georgia — has hit the headlines this week, with criticisms coming from family members about his stance on abortion and status as a father. This has been a crisis that has lasted days, and is still ongoing. Coverage is likely to continue as the election gets closer.
Data source: Web and Twitter
Source: NewsWhip

‍

Suspected Nordstream Sabotage
Redditors have been joking about the sabotage of the Nordsteam pipeline. From wondering "who done it" to suggestions Putin wants to create an energy crisis in Europe this winter and simultaneously wants to avoid a coup by oil and gas oligarchs.
Data source: Reddit
Source: Listen + Learn Research

Collapse of the GBP
Chaos in the financial markets and the fall of the pound were hotly debated on Reddit last week. Thousands of Redditors joined the thread "The pound collapses as Britain's new prime minister gambles on tax cuts for the rich" on r/worldnew. PM Liz Truss' plan to cut taxes for the rich was considered insane, and many are angry that future generations will be forced to pay for it. Above all, Truss' authority is not supported by Reddit. Many point out that she has no mandate since she was elected by a small group of Tories (including major party donors) rather than the British general public.
Data source: Reddit
Source: Listen + Learn Research

Happy Meal Halloween Buckets Making a Return
Halloween is right around the corner, and brands are beginning their promotions. One of the big ones is McDonald's announcing their Halloween Happy Meal buckets would be returning, after weeks of speculation
Data source: Web
Source: NewsWhip

Turkey Prices Going Sky High
As we approach Thanksgiving and Christmas, it's time for people to start thinking about what to cook, but they may be in for a nasty surprise when it comes to buying a turkey. Due to avian flu the price of turkey is rising, and people are beginning to take notice
Data source: Media
Source: NewsWhip

‍

Pickleball
Have you heard of pickleball? If you're in the US or Canada, you may have. It's the fastest-growing sport in North America - boasting a 40% growth rate to nearly 4.8 million players in the US alone. This trend really started taking off after the COVID-19 pandemic started in 2019. Many Americans were looking for a fun, easy, and inexpensive outdoor game to play during this time - and it became a hit. So much so that NBA star Lebron James, NFL quarterback Drew Brees, and entrepreneur Gary Vaynerchuk have all made investments in professional pickleball teams.
Data source: Search data, web traffic
Source: Nichefire

Mouse Moments
You know that feeling when you're eating alone... kinda awkward, kinda lonely, kinda at peace with it all? So does everyone else. Celebrate your "Mouse Moment", and the fact that you aren't alone in being alone. Your mouse moment is your time to snack in isolation...together with the internet.
Data source: TikTok
Source: ViralMoment

Street Harassment
Over 1000 commentators have responded to the thread "Women of the UK do you feel safer abroad or in the UK?" on r/AskUK. Men and women reply to the question by sharing their own experiences of street harassment and explaining when and where they feel safe. In general, people do not feel safe walking in cities in most Mediterranean countries like Italy, France, Morocco, and Turkey; but safer in countries that resemble the UK more, such as The Netherlands, Germany, and Scandinavia. In general, the contrast between "UK" and "abroad" is considered too limited, because "abroad" encompasses a vast array of countries, all of them slightly different from one another. Men more often mention street vendors bothering them, while women talk about things like catcalling, stalking, and physical assault.
Data source: Reddit
Source: Listen + Learn Research

Corp Goth
While half the world seems to be silent quitting, those of us who do still show up at work are embracing our whole selves at the office. Corporate Goth has entered the chat. Goth dress has come a long way since you were in high school, and there are sharp moody outfits galore on display on TikTok. Corporate Goth is a new twist on workwear and the aesthetic that you didn't know you needed.
Data Source: TikTok
Source: ViralMoment

‍

Celeb Infidelity and Continual Faux Pas
In the past few weeks, it was hard to look at your latest tabloid without seeing the drama ensue around Adam Levine's life. If you don't know what we're talking about, Adam Levine was caught *likely* cheating on his wife after DMs he sent were shared out on social media. This is naturally compelling news for tabloids, Saturday Night Live, etc. to jump on but what's fascinating is the cultural phenomenon this creates. People adore these larger-than-life celebrities but swarm around the headlines as soon as they fall - and this has been a trend for any celebrity. It's an indication the massive pressure we put on these people and our expectations of them. Everyone loves a good story and it's even more fascinating when it's real - one of the reasons biopics, like Elvis and Rocketman are so compelling. What is also interesting is the rapid expiration date of these faux pas - on average, they last just about 2 weeks after a "hyper spiking" in interest.
Data source: Search data, TikTok, Instagram, Twitter
Source: Nichefire

AI Art Enlightenment
We've all gone crazy for how amazing AI generated art is (Helllllo Dall-E), and now creating a masterpiece is as easy as a google search. It didn't take long for TikTok users to start using AI generated art to predict the future - TikTok users ask AI to reveal abstract questions, like what silence looks like, who will be the next president, how the earth will end, how they will die or what God might look like
Data source: TikTok
Source: ViralMoment

Influencers Need for Authentic Connections
Influencers are popping up everywhere - and this has been a growing trend over the past several years. There are upwards of 83 million influencers on Instagram alone - and more and more brands are engaging with influencers. However, the game has changed a bit. There will be more power for the micro-influencers (those with >100k followers) - thanks to the rise of TikTok, Patreon, OnlyFans, and real, authentic content becoming mainstream. Those that make a genuine connection with their audience are going to succeed.
Data source: Search data, Instagram, TikTok
Source: Nichefire