Rebecca Roberts
@rebeccaroberts.bsky.social
Marketing and comms, specialising in youth audiences. Sport, higher Ed, youth and other chatter. Host of The Hear It Podcast and founder of Thread & Fable
https://www.threadandfable.com/
https://www.threadandfable.com/
Pinned
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...
Let me know what you think and feel free to share it www.canva.com/design/DAGcQ...
Engaging Youth this week has the latest Girls Attitude report from Girl Guiding, a fascinating report on the values gap betweeen Gen Z and hiring managers, a new Office for Students survey on sexual violence/harassment and lots more engagingyouth.substack.com/p/girls-on-s...
Girls on safety, work values, pay off parties and return of the watch
Student decision making, dating linguistics and the toddlers helping teens
engagingyouth.substack.com
September 26, 2025 at 1:19 PM
Engaging Youth this week has the latest Girls Attitude report from Girl Guiding, a fascinating report on the values gap betweeen Gen Z and hiring managers, a new Office for Students survey on sexual violence/harassment and lots more engagingyouth.substack.com/p/girls-on-s...
Making a return here, we still around? Engaging Youth is a bumper one this week looking at Clearing & Freshers (and the nose dive into 90s lad culture on campus), what brands are Alpha's liking, the Covid Pause and more engagingyouth.substack.com/p/clearing-a...
Clearing and Freshers, Sephora kids and the Covid Pause
Lore obsession, unheatlhy fame, Alpha's top brands and why Gen Z need nature
engagingyouth.substack.com
September 19, 2025 at 10:02 AM
Making a return here, we still around? Engaging Youth is a bumper one this week looking at Clearing & Freshers (and the nose dive into 90s lad culture on campus), what brands are Alpha's liking, the Covid Pause and more engagingyouth.substack.com/p/clearing-a...
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...
Nepo-Sport, anti-uni, ai spiritual guides and sex norms
Mental health, soft skills, army outreach and the fridge cigarette
engagingyouth.substack.com
June 27, 2025 at 12:42 PM
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? 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...
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 ...
www.threadandfable.com
May 20, 2025 at 8:51 AM
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...
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...
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...
open.spotify.com
May 20, 2025 at 8:40 AM
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...
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...
Representing youth voice within campaigns with Lyndsay McDade, Fearless
Podcast Episode · The Hear It Podcast · 29/04/2025 · 23m
podcasts.apple.com
April 29, 2025 at 6:15 AM
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...
New episode out podcasts.apple.com/gb/podcast/t...
What Gen Z really think with Zoplo's Tom Cullen
Podcast Episode · The Hear It Podcast · 15/04/2025 · 20m
podcasts.apple.com
April 15, 2025 at 7:11 AM
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...
www.tiktok.com/@thehearitpo...
thehearitpodcast's Creator Profile
www.tiktok.com
April 12, 2025 at 2:08 PM
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...
www.tiktok.com/@thehearitpo...
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...
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 .
media.tenor.com
April 4, 2025 at 2:58 PM
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...
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...
podcasts.apple.com/gb/podcast/t...
RSPB Bird of the Week with Yas Devi
Podcast Episode · The Hear It Podcast · 01/04/2025 · 14m
podcasts.apple.com
April 1, 2025 at 12:06 PM
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...
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...
#engagingyouth #youthvoice #youthmarketing #genz
podcasts.apple.com/gb/podcast/t...
March 31, 2025 at 11:55 AM
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...
#engagingyouth #youthvoice #youthmarketing #genz
podcasts.apple.com/gb/podcast/t...
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...
engagingyouth.substack.com/p/modern-mas...
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
engagingyouth.substack.com
March 21, 2025 at 4:39 PM
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...
engagingyouth.substack.com/p/modern-mas...
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...
engagingyouth.substack.com/p/iwd-unhapp...
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?
engagingyouth.substack.com
March 7, 2025 at 10:06 AM
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...
engagingyouth.substack.com/p/iwd-unhapp...
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...
open.substack.com/pub/engaging...
Zebra-striping, brainrot, dating and goth revival
Drink culture shifts, youth views on politics, dating and Britain, school sport and more screen time debate.
open.substack.com
February 16, 2025 at 9:21 AM
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...
open.substack.com/pub/engaging...
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...
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.
open.substack.com
February 7, 2025 at 9:01 AM
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?
*plot spoiler* for friends, dates and fun
www.threadandfable.com/post/why-do-...
*plot spoiler* for friends, dates and fun
www.threadandfable.com/post/why-do-...
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.
www.threadandfable.com
January 30, 2025 at 4:51 PM
Why do run clubs have a grip on Gen Z?
*plot spoiler* for friends, dates and fun
www.threadandfable.com/post/why-do-...
*plot spoiler* for friends, dates and fun
www.threadandfable.com/post/why-do-...
Reposted by Rebecca Roberts
"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...
reutersinstitute.politics.ox.ac.uk/news/amid-wa...
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.
reutersinstitute.politics.ox.ac.uk
January 29, 2025 at 11:20 AM
"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...
reutersinstitute.politics.ox.ac.uk/news/amid-wa...
"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.
January 29, 2025 at 7:37 AM
"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.
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...
Let me know what you think and feel free to share it www.canva.com/design/DAGcQ...
January 27, 2025 at 10:54 AM
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...
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
engagingyouth.substack.com
January 22, 2025 at 3:16 PM
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
engagingyouth.substack.com
Er yep 🙄
Was the whole TikTok drama a bait-and-switch to make Trump look good?
The app went dark in the U.S. on Saturday and posted a message: “We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate TikTok once he takes office. Please stay tuned!”
The app went dark in the U.S. on Saturday and posted a message: “We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate TikTok once he takes office. Please stay tuned!”
Was the whole TikTok drama a bait-and-switch to make Trump look good?
Skeptics have highlighted how Trump was the one who initially called for the Chinese-owned social media app to be banned in 2020
www.independent.co.uk
January 20, 2025 at 3:10 PM
Er yep 🙄
Here’s all the things we learned from the 9 hour TikTok ban;
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 .
media.tenor.com
January 20, 2025 at 7:53 AM
Here’s all the things we learned from the 9 hour TikTok ban;
I did not have “masculine energy” on my 2025 ‘in’ list, wow
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
media.tenor.com
January 14, 2025 at 10:20 PM
I did not have “masculine energy” on my 2025 ‘in’ list, wow
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...
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.
www.threadandfable.com
January 14, 2025 at 10:36 AM
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...