In a special piece, we’ve teamed up with our buds at UNiDAYS to bring you a little taste and insight into what Gen Z, Millennials and Australia’s youth of today are vibing right now. We’ve delved into the depths of our content and data on 5Why, picking out a few trends that Aussie youth are in love with at the moment. And if you’re a brand with a youth audience, it’s probably worthwhile being across them.
— triple j (@triplej) August 20, 2019
If Triple J has become a religion of sorts for Aussie youth, music festivals are definitely where they go to church. And despite Gladys’ best efforts in NSW, youth interest in music festivals in Australia just keeps growing. In the past few weeks we’ve seen the annual New Years festivals release their lineups (including Falls, Beyond The Valley, Origin Fields, Lost Paradise, Field Day etc) – with record engagement. We’ve seen Victoria’s Beyond The Valley and WA’s Origin Fields collaborate to setup Wildlands Festival in Brisbane, Beyond The Valley sell out the quickest it has in its history, and Field Day announced a huge international-worthy lineup. And that’s with Listen Out, FOMO, RNB Fridays and Laneway Festival all happening around them between now and next February.
Festivals have become a melting pot for today’s youth, blending their love for music with an escape from the pressures of everyday life. It’s a chance for them to express themselves in a largely unjudged forum, and an opportunity to connect with both old and new friends. Praise be indeed.
Pauline Hanson Is The Anti-Christ
So this ignorant gronk is planning to climb Uluru today AFTER meeting with the Anangu Mayatja Council of Elders. It’s inappropriate for me to wish her harm on someone else’s traditional lands so I’m just going to scowl and refer to her as “gronk features” all day from over here https://t.co/ZcNtukAurV
— Celeste Liddle (@Utopiana) August 21, 2019
Oh deary me, if ever there was the ultimate antagonist for a generation old mate Pauline Hanson sits on top of the throne. If Tame Impala’s Kevin Parker is the Jesus-figure (in both musical prowess and general appearance), then your not-so-favourite fiery red-head from Queensland takes the Devil’s pitchfork. Her main foot-in-the-mouth moment that’s trending at the moment is her straight defiance to accept Uluru as sacred Aboriginal land (despite literally hundreds of people hitting out at her – when has that ever stopped her I guess?).
The crescendo being Hanson’s attempt to now climb Uluru, in a stunt aimed at keeping the walking route of Uluru open to the public. Stunt or not, it’s pretty clear that Pauline continues to position herself as the complete opposite of Gen Z and Millennials when it comes to politics and society. Out of tune.
Miley & Liam
Liam & Miley are like my parents separating and idk who I wanna live with when I turn 12
— aly (@alyaustin95) August 14, 2019
Say what you want about her, but Miley commands attention. A lot of today’s youth have grown up with her, from Hannah Montana right through to wrecking ball nudes. Throw in a Hemsworth and it’s pretty easy to understand why their on-again off-again relationship (and eventual marriage) was so relevant. This month, news broke that the couple had split, with Liam even officially filling for divorce. Why is this celeb relationship more important than others, though? Because it featured a lot of everyday dating conundrums that youth face in their own lives.
Bouncing between being together and split up, to the straight up adorable vibes they gave off when they were together, to issues with drugs, alcohol, and image. It’s all pretty relatable, and when it happens in the public eye it’s harder to not be interested.
Bachie Cringe Has Become Peak Goss
abbie is so toxic can’t wait til she is booted off this show #TheBachelorAU
— Elo 💃🏼 (@eloiseeee_) August 21, 2019
It’s the reality trash gold mine of content, that is 101 water cooler chat for the whole country. And naturally youth across Australia are eating it up. It especially relates to the younger demo because the majority of the contestants on this year’s season are actually pretty young (ie 22 to 26, which is a bit strange for over 30-year-old sugardaddy Matt Agnew). And it’s really just about the contestants these days, from casting a white Australian girl who speaks Chinese instead of an actual Asian woman, to the constant bitching, drama and gossiping – there are too many conversation starters to name.
And look we all know it’s trash. Channel 10 knows it’s trash, viewers know it’s trash, even the Bachie and contestants know it’s straight up filth. But it does make for a great spectacle in terms of entertainment, and how many television shows can claim to create so much social commentary? Although it might not always be the best commentary in terms of topics, it brings young people together and that’s worth noting.
JVN Is The Goal
— Jae (@xxjaexx) August 7, 2019
Our final trend sits with the star of the Fab Five. Jonathan Van Ness announced recently that he would be bringing his stand up comedy show to Australia + New Zealand to huge fanfare and excitement. The high-heel wearing, extra af icon of Queer Eye has really established himself as the loudest personality from the Netflix reboot. And we think the reason Aussie youth love him so much is his refreshing mix of honesty, sass and expression.
As Gen Zs and Millennials become more aware of mental health importance, JVN has conveyed himself as someone who also places a huge importance on that. And of course his trademark sass is something that has become all too relatable for youth around the world – not just Australia. Couple this with the emotionally profund success of Queer Eye’s recently-released third season, and you understand why JVN is so iconic, for so many.
This article was originally published on UNiDAYS Medium.