The

Conversation:
Twitter Trends
Billions of Tweets. Limitless insight

UK Report
1 Introduction

The world is changing. Fast. But how fast? And where is

it all going? Discover how the talk on Twitter can give us
a window into culture and show how brands can stay
ahead of what’s happening.

+70%
Billions of Tweets.
Limitless insight.
People come to Twitter to talk about the things that matter
Correlation between to them. Entertainment, news, sport, fashion –– it’s all
here. And by analysing these honest conversations, we
cultural relevance and can get a fresh understanding of the evolving cultural
brand revenue* trends and attitudes shaping our future. It’s a big job.
Crunching billions of Tweets over two years is not for the
faint of heart. But read on, and we think you’ll agree, it was
worth it.

Report Methodology: Black Swan Data, Crowd DNA, Brandwatch, commissioned by Twitter, The Conversation: Twitter Trends, Data period: Dec 2018 through Nov 2020, UK.
*Source: Kantar, commissioned by Twitter, Cultural Relevance Research, Dec 2019, UK, Base = 100 UK brands tested. “Correlation” shows the measure of the strength of the relationship between cultural relevance and brand revenue. Learn more here for methodology.
2 Overview

6 trends to help brands stay

ahead of what’s happening 

Wellbeing Mind Matters 

Whole-Body Health
Prioritizing self-care for ourselves and each other Communities of Care

Creator Culture Career Creators 

Aspiring Makers
More making in the hands of many Conversational Entertainment

Everyday Wonder DIY Spirituality

Imaginative Escapism
Fascination with our world and beyond Infinite Horizons

One Planet Sustainable Self

Clean Corporations
Driving toward a sustainable future Next to Nature

Tech Life Smarter Living

Tech for Good
Inspiring a better-connected life Tech Angst 

My Identity Fan Power

Represent Me
Empowering a true expression of self Ethics in Action
3 Wellbeing

Wellbeing
Prioritising self-care for ourselves and each other 
Gone are the days of just getting by. Collectively, we’ve moved past the idea of “wellness” being a buzzword, instead digging
deep into what personal health and wellbeing actually looks like day to day.

Dan Elliot
@_Dansies

Worked hard today. Just went to

the chip shop and bought a bag of
chips and went for a little walk.

Just chips, no supper, a little treat.

Self-care is important.
7:35PM · Sep 23, 2020

Evolving trends:

Mind Matters Whole-Body Health Communities of Care

Nurturing our mental health New paths to wellness Staying healthy, together
4 Wellbeing | Mind Matters

Mind Matters
Nurturing our mental health
The ongoing pursuit of happiness is inspiring more honest conversations.
Recognising the need to take care of one’s mental health has opened up the
dialogue around self-esteem and self-love — empowering people to have frank
discussions about their everyday struggles.

simone

+18%
@simonexmccabe

Taking a few days off of work to help

Growth in conversation, my mental health is the best thing Ive
mirroring the emotional done.
rollercoaster of the pandemic

12/2018 4/2019 8/2019 12/2019 4/2020 8/2020 11/2020

+214% +25%
Conversation around Mentions of
kindness mental health

Conversations shaping Mind Matters

1. Proactive mental health 4. Kindness

Self-care is moving beyond a “treat yourself” moment. We’re
addressing and prioritising actionable solutions for specific problems,
like monitoring sleep patterns, to improve our wellbeing.
2. Grief
Opening up the dialogue surrounding suicide prevention, grief, PTSD
and coping strategies are helping people to better navigate a more
mindful path toward understanding feelings. Therapy is the norm now.
3. Mindful moods
Finding peace and inner balance in the midst of our busy lives is
becoming a shared goal. We’re practising meditation and
mindfulness, reconnecting with ourselves to improve our moods.
Developing kindness for others is part of the journey of being kinder to
yourself. Empathy underpins all conversations surrounding mental health -
#BeKindToEachOther - and was the theme of National Mental Health
Week 2020. 
5. Tackling anxiety
Collective anxiety is growing — from body image issues to news
overwhelm. We’re increasingly stepping away from our screens and
smartphones to minimise the stress and keep ourselves positive.
6. End the stigma 
Do away with the taboo. Along with raising awareness, conversations
about mental health are helping to shift perceptions, normalise everyday
experiences, and reduce the stigma for many illnesses and struggles.
5 Wellbeing | Whole-Body Health

Whole-Body Health
New paths to wellness
Looking to become the best version of themselves, more people are opening up to new ideas. From
psychedelics to using data for health, prioritising a healthier mind-body connection has created a
community centred around discovery, sharing, and positivity.

+42%
Growth in conversation, as people think
about their overall mind-body health

Neek.
@Beautys_Element

Detox your life.

-12% +23%
Conversation around Conversation around
quick-fix diets fitness and exercise
2019 2020

Conversations shaping Whole-Body Health

1. Boosting our minds 4. Targeted dieting

While the idea of “biohacking” once seemed dystopian, the rise of
accessible cognitive-enhancing drugs has led to more open and
curious conversations around nootropics.
2. Cannabis culture
Moving beyond the idea of calorie counting, diets are becoming
increasingly specialised. Understanding the role that gut health to
flexitarianism can play in overall wellness, people are sharing and
exploring new approaches.

The line between “cannabis culture” and “culture” has thinned.
Recognising the plant has many therapeutic benefits to offer, people
are creating diverse communities around both medical research and
day-to-day uses.
3. Psychedelics
As the stigma surrounding drug use lessens, more people are open to
exploring the potential emotional and physical benefits of
psychoactive substances, like psilocybin.
5. Hormone health 
Appreciating technology as a valuable tool in one’s personal health
journey lends to an ever-growing interest around data and tracking
products/apps designed to work with your body.
6. Body positivity 
Not all bodies are made the same — and that’s alright. A wider
conversation around body positivity is opening the door for new ways
to think about self-optimisation (and self-love).
63 Wellbeing | Communities of Care

Communities of Care
Staying healthy, together
They say it takes a village — and the deeper into our own self-discovery we go, the more true it
becomes. From better healthcare and more accessible technology, to simply lending an ear, the
need for strong community support has inspired people to speak up.

+189%
Growth in conversation,
with the pandemic
increasing prominence of
care in our communities

Polly Becker
@PollyEBecker

If someone needs a " or someone #

to talk to let me know. None of this is
easy, and sometimes we just need a
friend.
2020
2019

+70% +24%
Tweets about the Increase in use of
NHS clapping emoji !

Conversations shaping Communities of Care

1. Health tech 4. Quality of care

Biotech is opening a new world of possibilities. Interest in robotics, AI, and mixed A dynamic conversation is spurring questions about national
reality is rapidly expanding as we collectively seek out better healthcare solutions. healthcare provision and public health — and in particular, whether
the NHS is providing the quality of care we expect. 

2. Telehealth 5. Taking care of each other

Increased healthcare demands are driving innovation. Telehealth has taken on an Alongside topics of public health and hygiene emerged an ask:
essential role in many people’s lives, offering community support and inviting us to consideration and care for others. In the midst of uncertainty, we
reimagine how we access services - particularly Test and Trace in the UK.  want to feel supported and that we can trust one another.

3. Health heroes 6. Family lineage 

Rooted in a sense of appreciation and gratitude, the celebration of selflessness As we seek to better understand ourselves, knowing where we’re
and sacrifice has spurred a greater conversation - one inspiring reflection and from becomes key. Conversations around DNA profiling, family
greater understanding of healthcare workers.  lineage and genealogy have moved beyond individual curiosity into
mainstream interest.
7 Wellbeing | Recommendations

How brands can act

on Wellbeing
Empower honest conversations, share critical resources, and
always encourage improvement — no matter how small.

Launch • Lend your voice and weight as a brand in important moments that align with your stance on
wellbeing.
Build awareness and • Brands play a role in our wellbeing –– both for consumers and their employees. Communicate
interest for something ways your brand helps improve people's daily lives and live by it throughout your organisation.
new
• Showcase the value of your brand and products by bringing honest conversation and useful
resources to the subject of wellbeing. Partnering with creators can help bring an authentic voice
and fresh perspective.

Connect
Build relevance by being part of the
conversation
UEFA Euro 2020
British Open
World Mental Health Day
Earth Day
Mother’s Day
Pride Month
International Women's Day
Reach out to your client partner London Fashion Week
for more insights and BRIT Awards
recommendations.

Hashtags Mind Matters:

#MentalHealth
Whole-Body Health:
#Fitness
Communities of Care:
#NHS
#WorldMentalHealthDay #Gym #COVID19
Start a conversation or #Dementia #Exercise #Healthcare
join in #Anxiety #Health #MentalHealth
#Mindfulness #WeightLoss #CommunityFirst
#Selfcare #Diet #StayHomeSaveLives
#Depression #MyFitnessPal #Nurses
#Meditation #Cannabis #NHSHeroes
#Wellbeing #CBD #Genealogy
#KindnessMatters #Training #PPE
#Stress #Motivation #ClapForCarers
#WorldSuicidePreventionDay #Running #HealthTech
8 Creator Culture

Creator Culture
More making in the hands of many
Self-taught. Self-made. We are creators at heart doing it our own way. Creativity is powering us, from everyday hobbies to
entrepreneurship and the entertainment we engage in together. 

Brittany Nicole
@brittnaaay13

I really just wanna stack

my bread, love on my
friends, invest in my
creativity and be happy.
Dassit

Evolving trends:

Career Creators Aspiring Makers Conversational Entertainment

Create it to make it Comfort in creation Creation & shared experiences
9 Creator Culture | Career Creators

Career Creators
Create it to make it
Our approach to working life is changing. Professional creators, and
those wanting to be one, are driving conversation upwards as
entrepreneurialism becomes increasingly necessary and attainable.

+29%
Growth in conversation, as
entrepreneurialism becomes
more prominent  The Moral Animal
@TheMoralAnimal_

I’m over the moon. I’ve sold my first

piece of art. I feel honored, flattered,
and inspired to do more!
Omg, am officially a working artist.

2020
2019

+57% +69%
Conversation around Mentions of
“my podcast” #digitalart

Conversations shaping Career Creators

1. Digital art & design 4. The home as workplace

Interest in digital art, illustration and graphic design is increasingly
popular as both a form of expression and an income stream.
There is conversation around tools such as the Apple Pencil and
platforms like DeviantArt.
With greater time spent at home, there is a new desire to keep one’s own space
inspiring and motivating. A canvas in itself, people are reinventing their homes
as places to create and earn, sharing renovations, tips and tricks along the way.
5. Creative writing

2. AI in creativity
Harnessing technology as a powerful tool of creation. More
artists are exploring how artificial intelligence and automation can
help fuel creativity in music, drawing, painting and writing.
The active writing community continues to encourage, support and inspire each
other. In a desire to develop skills and get their work seen, people are regularly
talking about and sharing poetry and other forms of creative writing. 
6. Creator communities 

3. Income streams
Artists are finding new and creative ways to make money from
their passions. This is driving conversations about platforms like
Patreon and Twitch helping creators to promote, monetise, and
evaluate their work.
Small, independent artists are increasingly talking about platforms such as
OBS, Distrokid and Reverbnation to reach fans and grow their audiences.
They’re also forming collectives on Twitter such as #IndieDev, #ArtistsOnTwitter
and #SupportSmallStreamers to learn and gain exposure. 
10 Creator Culture | Aspiring Makers

Aspiring Makers
Comfort in creation
Do what makes you feel good. Obvious yet powerful, this idea is driving more conversations around
writing, cooking, and making, with a focus on the home as a creative hub.

+10%
Growth in conversation, with Moxitude
homebound lives driving @Suddenstorm0
interest in creative pursuits
Recently @TheRealNubian2
made a post about getting back
into reading and I realized that I
have been craving my ‘comfort
reading’ and pulled out my old
familiar series of James Herriot
books.
What are your comfort food
books?

12/2018 8/2019 4/2020 11/2020

+23% +20%
Conversation around Conversation around
new creative hobbies nostalgic crafts

Conversations shaping Aspiring Makers

1. #Cottagecore 4. Gourmet creativity

Slow down. Get cosy. Hectic city life has led to a lust for simplicity and Food fuels the soul and while offering a new creative outlet for many.
pastoral lifestyles, as people move on from minimalist design and More time at home, combined with more people taking inspiration from
instead crave kitsch, clutter, quaintness and comfort in their Bake Off than ever before, has led to an increase in conversations
#homesweethome. surrounding baking, cooking, and home brewing.

2. At home 5. Craft culture

People are embracing the joys of staying in, whether they’re getting DIY and handicraft culture is evolving, while sites like Ravelry for knitting
dressed up for #GirlsNightIn or tending to their home and garden. Not communities gain traction. Away from screens, pottery and sewing are
only is it boosting people’s moods and calming their minds, but driving conversations around crafts as we take pride in slow hobbies like
keeping them busy too. creating clothes, decorations and weighted blankets.

3. Joy of words 6. Capturing the everyday

Writing helps people to feel grounded while reading can offer an As people slow down and take note of the world around them, many
escape. Conversations about bullet, gratitude, and sleep journals are turn to photography to celebrate the beauty of their local surroundings
lending to more discussions about mindfulness and wellness. and capture the joy in their everyday encounters.
11
5 Creator Culture | Conversational Entertainment

Conversational Entertainment
Creation and shared experiences
There’s an increasing interest in social experiences centred around content. Live streaming, collaborative
platforms, and multi player gaming invite mass participation while also fostering a sense of togetherness.

+40%
Growth in conversation, driven
by the need to connect during
the pandemic

Kat
@nicksbelladonna

Can we re-watch every season

together?
I need company for my satc binge
watching

+19% +304%
Tweets about “watching” Conversation around
or “playing” socialising virtually
2019 2020

Conversations shaping Conversational Entertainment

1. Watching together 4. Anime  

Connect from the comfort of your own home. Finding ways to stay social, more No longer considered a fringe genre, interest in anime, manga, and
conversations are centred around streaming, binge-watching the latest release kawaii has grown steadily, fostering passionate conversations and
and enjoying on-demand entertainment with loved ones. communities bonded over-imaginative narratives and unique visuals.

2. Gaming ecosystems 5. Democratised content

Once limited to their respective platforms, online multiplayer games like
Fortnite and Minecraft are increasingly crossing over into film, music, and
social spheres while platforms like Twitch, Cellufun and Discord help drive the
conversation.
3. Live streaming
Live and unfiltered, the steady rise of live streaming events has entered day-to-
day conversation. Increasingly, artists, celebrities, and everyday people turn to
self-produced content to create authentic points of connection with their
audiences.
With greater access to tools and resources, content creators have
opportunities. Conversations are increasingly focused on platforms
such as Patreon, as people seek out new ways to create, consume
and connect with like-minded others.
6. Immersive experiences
Virtual exhibitions and XR experiences are redefining “reality.” More
people are seeking out and creating unique experiences rooted in
arts and entertainment, extending and sharing their experience
through ongoing conversations.
12 Creator Culture | Recommendations

How brands can act

on Creator Culture
Champion creativity and empower creators by amplifying their
voices — and hiring them to be part of your campaigns.

Launch • Let creators play a major role in the creative strategy - whether you’re hosting a virtual event, watch
party, or Twitter profile takeover –– their ability to generate conversation and excite an audience is
unmatched.
Build awareness and
interest for something • Strive to hire a diverse and representative mix of creators that reflect the audience you’re looking to
reach. Tap into the creators’ unique voices and let their creative expression play out in your content.
new
• Partner with influential creator voices through Twitter ArtHouse to bring a fresh perspective to a
campaign.

Connect
Build relevance by being part of the
conversation

Small Business Saturday The Game Awards

Record Store Day VidSummit
Giving Tuesday VidCon
Back to School SD Comic Con
SXSW DigiMarCon
Reach out to your client partner CES Blizzcon
for more insights and Pride PAX
recommendations.

Hashtags Career Creator:

#Photography
Aspiring Makers:
#Gardening
Conversational Entertainment:
#Podcast
#Art #Reading #Gaming
Start a conversation or #Poetry #Handmade #Music
join in #Painting #Crafts #NowPlaying
#Illustration #Baking #Anime
#Drawing #Crochet #SupportSmallStreamers
#Creativity #DIY #AfroBeat
#PixelArt #Books #Gamer
#DigitalArt #Sewing #Jammin
#WomensArt #cooking #Streamer
#SupportSmallStreamers #GirlsNightIn #SmallStreamersConnect
13 Everyday Wonder

Everyday Wonder
Fascination with the world and beyond
Looking out, and up, helps us look within. From a greater appreciation of the cosmos, to everyday spiritualism, to imagining
new terrain to explore, staying curious about the world around us helps us connect more deeply with one another — and
with ourselves.

Ice bear
@Stinga_Bear

"I have always had a

burning desire to
understand how the
universe works, what life is
all about, and the meaning
and purpose for
which I am here."
9:15 AM • Nov 18, 2020

Evolving trends:

DIY Spirituality Imaginative Escapism Infinite Horizons

Searching for meaning Immersive experiences in In awe of earth and the
fantasy worlds cosmos
14 Everyday Wonder | DIY Spirituality

DIY Spirituality
Positive search for meaning
How we make sense of the world around us often begins with how we make sense of ourselves. On a quest for
meaning and comfort, more people are exploring what spirituality looks like for them — while connecting with others
over topics like positivity, good energy, solitude, and healing.

+33%
Growth in conversation, with a
need for meaning at a time of
uncertainty

Mx. Bronx (they/them)

@TarotByBronx

I really just want nothing but positive

energy around me & in my life. If it’s
not uplifting, it has to leave.

+30% +12%
Conversation Conversation around
around solitude mindfulness,
2019 2020 and alone time meditation and yoga

Conversations shaping DIY Spirituality

1. Empathy & compassion 4. Healing

Sometimes all we need is a kind word. We’re leaning into empathy for
others, making an effort to understand what people might be going
through. Inspiring #quotesoftheday are fuelling this space.
2. Acting on astrology
Moving beyond daily horoscopes, diving into the nuances of star signs
is helping people to understand and navigate their place in the
universe. Discussions around specific signs and their traits help people
feel closer to one another, and themselves.
3. Mindfulness & meditation
During tough times, mindfulness can help us cope. We’re being more
proactive than ever, practicing meditation and even hypnosis to reduce
stress and boost headspace. This is spirituality for the everyday.
Looking for ways to improve mind-body connection, collective interest in
holism is increasing. Bridging the gap between self-help and spirituality,
more people are discussing philosophy, energy and Buddhist teachings as
proactive forms of healing.
5. Concept of existence
Find peace in the now - or some much-needed momentum to move
forward. Within the realms of spirituality there is increasing conversation
around the mystery of being, working to understand why we’re ‘here.’ A
fundamental search for meaning.
6. Self-love
Finding happiness within is a deeply personal and complex task. More than
ever, we’re taking a spiritual approach –– speaking out about how we feel,
learning to love our unique flaws and celebrating difference.
15 Everyday Wonder | Imaginative Escapism

Imaginative Escapism
Immersive experiences in fantasy worlds
Blurring the lines between fact and fantasy, there’s a renewed wonder in imagined realities through immersive
experiences. Role-playing, cosplay, sci-fi, and superhero culture are providing ways for people to lose — and find
— themselves.

Maddy
@maddy_moiselle

Like thank god for escapism because

if I didn’t have stuff like cosplay, D&D,
and Animal Crossing, life would be

+16%
way too heavy.

Growth in conversation, as
people need an escape
from the real world

12/2018 4/2019 8/2019 12/2019 4/2020 8/2020 11/2020

+11% +16%
Conversation Conversation around
around cosplay sci-fi and fantasy TV

Conversations shaping Imaginative Escapism

1. Cosplay & role-playing 4. Nostalgic experiences

Interest in cosplay and live action role-playing (LARP) is as prevalent as Seeking comfort in the familiar. Iconic, and often nostalgic, classic
ever, even without IRL events. Much of the discussion is centred around franchises like Pokemon, Teenage Mutant Ninja Turtles, Indiana Jones, and
costumes and honing our fantasy character performance. countless others have been delighting new and old fans alike.

2. Superheroes 5. Fantasy gaming

Superheroes and villains alike give people ways to examine and Gaming culture has reached new heights. Vast fantasy worlds, whilst not
understand parts of their own identities. Whether we’re DC Universe or new, are increasingly driving interest and talkability. Franchises such as
Marvel, we can relate to characters that have overcome adversity. Kingdom Hearts, Final Fantasy and The Witcher provide endless escapes.

3. Mix of AR & IRL 6. Sci-fi

Tech helps bring fantasy-fiction to life. Total world building, immersive Sci-fi allows us to imagine what could be. It offers a sense of wonder and
experiences are futuristic, using AR to its best ability. However, these are escape, fuelled by a growing fascination with space. Of course, Dr Who,
also extending beyond gameplay or media to physical collectables, like Star Trek and Star Wars are at the forefront of these conversations.
Funko.
16 Everyday Wonder | Infinite Horizons

Infinite Horizons
In awe of earth and the cosmos
The more we learn about our planet, the greater our curiosity becomes about what else is out
there. Increased access to information is driving more conversations around extreme weather,
astronomy, and space travel — tempting us to #ExploreMore.

+10%
Growth in conversation, as
interest in space and “what’s Isabelle :)
out there” grows @Belle_IJ

So when everyone resorts to

living on Mars we can all leave at
different times #trafficjam
& there are 6500 different
languages in the world so maybe
one of them will be the same
2020 language that the aliens speak.
That’s my theory.
2019

+13% +26%
Conversation around Conversation around
living in space astronomy and the stars

Conversations shaping Infinite Horizons

1. The moon 4. Understanding the universe

Forever fascinated by our place in the universe, people invest more time looking to Fascination in the universe is growing. With increasing knowledge
the night sky. From eclipses to harvest moons to blood moons conversations comes increasing conversation around things like the Goldilocks
around tracking and understanding the moon’s cycles are rising. Zone, water molecules on the Moon and the foundations of Mars.

2. Explore more 5. Space travel

Curiosity and creation often go hand in hand. #ExploreMore and #GetOutMore
are driven by a desire to experience all that the world has to offer — while
#ExploreToCreate provides a glimpse into how much our home planet inspires us.
3. #AwesomeEarth
Modern technology grants us greater access to previously out-of-reach areas.
Awe-inspiring photos shot from space encourage people to develop a deeper
appreciation for our #AwesomeEarth — and to dabble in their own
#LandscapePhotography.
Exploring what’s out there. As space travel is reinvigorated by British
astronauts like Tim Peake and Helen Sharman, discussions about
trips to the moon, missions to Mars, and the internet in space
through Starlink are on the rise.
6. Education
People want to learn. Conversation around STEM is growing,
particularly in the context of improving gender representation in
these fields. More specialised subjects like astronomy, astrophysics,
and astrobiology are also increasingly entering the education space.
17 Everyday Wonder | Recommendations

How brands can act

on Everyday Wonder
Be the escape we all need by bringing a dose of joy and fun to conversations.

Launch • Understand your audience’s passion in this space. From cosmos and fantasy, to positive search for
meaning, find a sweet spot for your brand to be relevant in new ways.
Build awareness and • Dial up the ways that your new offering or product can bring small moments of joy and positivity in
interest for something people’s daily lives. 
new
• Explore how you can bring IRL experiences to life on Twitter in meaningful ways. For example:
hosting a Q&A with an expert, or a live event focused on learning.

Connect
Build relevance by being part of the conversation

Halloween
Space Exploration Day Doctor Who Day
National Bird Day The Game Awards
National Mountain Climbing Day Star Wars Day
Spring Equinox Gamescom
Winter/Summer Solstice E3
Reach out to your client partner Moon Day
for more insights and Earth Day
recommendations.

Hashtags DIY Spirituality:

#Mindfulness
Imaginative Escapism:
#Fantasy
Infinite Horizons:
#Travel
#Meditation #Scifi #AwesomeEarth
Start a conversation or #Yoga #Cosplay #Nature
join in #Goddess #Art #Photography
#QuoteOfTheDay #Horror #Adventure
#Wisdom #Unicorn #AI
#Healing #Comics #StormHour
#Spiritual #Roleplay #Space
#Tarot #Illustration #SpaceWeather
#MentalHealth #Books #NASA
#Inspiration #Adventure #InternationalSpaceStation
18 One Planet

One Planet
Driving toward a sustainable future
Action begins with accountability. More and more, people are holding themselves, their communities, and corporations to
higher environmental standards for the sake of our planet — and our own wellbeing.

foreverlosingblu
@dkkaitlynn

Ok but I’ve been learning so much

about sustainability lately I’m lowkey
getting obsessed & wanna try to go a
week w/out harming the environment

Evolving trends:

Sustainable Self Clean Corporations Next To Nature

Eco-conscious consumption Holding businesses Renewed focus on local
accountable surroundings
19 One Planet | Sustainable Self

Sustainable Self
Eco-conscious consumption
Who we are is reflected in what we do. Increasingly, conversations about sustainability are focusing on ideas of reusable, “clean”
lifestyles across food, beauty, and home. Working toward a greener future, more people are exploring eco-homes and electric cars
while reexamining more traditional ways of living.

+19%
elliot
@queerforster

bought a st*rbucks reusable cup

& didn’t realise it was colour
Growth in conversation, as people changing.
talk about wanting to live more
sustainably or innovation around
sustainability looked over to see my coffee a
bright red n nearly shit myself

12/2018 4/2019 8/2019 12/2019 4/2020 8/2020 11/2020

+81% +14%
Conversation around Conversation around
buying local sustainable food production

Conversations shaping Sustainable Self 

1. Sustainable transport 4. Slow fashion

Consumer interest in greener travel has moved into another gear. With more
time spent in local communities, we’re talking more about cycling, electric
cars and scooters, as people prepare for low-emission zones being written
into law.
2. Beyond meat
We’re talking about alternatives to meat, from jackfruit to fake beef. If
veganism feels too extreme, ‘semi vegetarianism’, flexitarianism and simply
cutting down provides in-roads for those not ready to give up meat entirely,
while #dairyfree and #plantbased are gaining traction.
3. Going local
We’re making more effort to buy food locally - especially as small
businesses have been the hardest hit by the pandemic. Hashtags such as
#FarmersMarkets and #ShopLocal provide a renewed sense of community
and duty to sustain small sellers.
More people are looking to upcycled garments or reused fashion from
resale sites in order to reduce their own personal waste and save
money wherever possible, with #shopmycloset a key community.
5. Green beauty
People are seeking environmentally friendly health and beauty
products. #CrueltyFreeSkincare and #EthicalBeauty are increasingly
mentioned, whilst there has also been growth in support for Black-
owned, green beauty brands - from Fenty to Beauty Stack.
6. Eco-Tech at home
As people spend more time at home, green tech is quickly permeating
new aspects of our living spaces. Smart sensors and thermostats are
talked about, as well as longer term solutions such as solar panels.
20 One Planet | Clean Corporations

Clean Corporations
Holding businesses accountable
People are demanding more from those with power. As conversations surrounding plastic, zero-waste, energy,
pollution, and food production increase, businesses are being called to hold accountability when it comes to
their environmental impacts.

+40%
Growth in conversation, as people feel
increasingly empowered to demand more
from businesses regarding #NetZero
commitments

Dick Dastardly
@ilazkaotik

Edible packaging is the

future. Gooner ahead of
the curve

+25% +523%
Conversation around Conversation around
2019 2020 irresponsible packaging green recovery and
‘build back better’

Conversations shaping Clean Corporations

1. Sustainable packaging  4. Youth activism

Recyclable or reusable packaging is now a prerequisite in consumers eyes. Even though COVID has kept us at home, there’s still an appetite to
People talk about brands that innovate in this space –– think reducing protest loudly for change. The next generation is fighting for the future
single-use, edible or biodegradable packaging, as well as refill stations in they need through #SchoolStrike4Climate and #FridaysForFuture -
grocery shops. putting pressure on government and businesses.

2. Green buildings 5. Plastic bags

From designing smart cities to developments of new buildings, We’re embracing the fundamental steps companies are taking to lead
conversations are bubbling up around how construction industries can society to live more sustainable lives, particularly praising the small but
create a greener world to live in. mighty plastic bag tax.

3. Plastic pledging 6. #GreenNewDeal

We’re increasingly calling out businesses to reduce their plastic waste. COVID has reinvigorated the political discussion on climate change as
Advancements in microplastics, BPA, and bioplastic, are being talked about we begin to imagine our post-pandemic world. We’re excited for a
as solutions, while discussion about the Great Pacific Garbage Patch shows chance to look forwards with #climateactionnow.
our growing international awareness.
21 One Planet | Next to Nature

Next to Nature
Renewed focus on local surroundings
Increasingly homebound, parks and plant life have become more sacred. From
national and city parks to our beloved potted succulents, the desire to protect,
nurture, and improve our immediate surroundings is growing.

+24%
Growth in conversation, saraheeeeeeee
driven by a focus on @sarahewithane
nature and our local
surroundings Moving all of my house
plants into the bathroom.
Watering day for everyone,
steam bath, and some rain
sounds for my babies $ %
Nature is gorgeous✨

2020

2019

+125% +16%
Mentions of Conversation around
#NaturePhotography biodiversity

Conversations shaping Next to Nature

1. Nurturing nature 4. Fighting pollution

We’re increasing our focus on nature around us –– talking about The impact of unclean air is a daily reality in many urban areas. As a
composting leftovers, planting trees in the garden and growing vegetables result, people pay more attention to local pollution and carbon
in our kitchens to bring nature indoors. emissions as they seek a greener, healthier space to live in.

2. Extremes on our doorstep 5. Getting out and about

Conversations about climate phenomena close to home are amplifying a #GetOutMore. The value of nature to our wellbeing is more recognised
sense of crisis. Localised floods and violent storms are disruptive and than ever. We’re talking about restorative walks in local woods, bird
unpredictable, and hotter summers are talked about. #ExtremeWeather is watching and wild swimming. People are sharing their experiences
increasingly mentioned. through #birdphotography and #naturephotography.

3. Weather watchers 6. Domestic adventures

Brits and the weather is a relationship as old as time - and a constant Increasingly, people realise that you don’t have to travel far to
drumbeat of conversation. We love following weather apps, the wind, the experience nature’s wonder. Wanderlusters are finding joy in British
rain and the sun rising and setting. beauty spots, climbing mountains and exploring nearby coastlines —
all accessible without the need for flights.
22 One Planet | Recommendations

How brands can act

on One Planet
Lead the fight for a brighter future and host an open dialogue on how you’re making a difference.

Launch • Identify ways to lead — from eco-conscious innovation and corporate accountability, to renewed
focus on nature. Articulate the changes and impact of your brand with visual storytelling.
Build awareness and • Empower change by offering digestible tips — make it easy for people to join and be part of your
interest for something progress.
new • Embrace dialogue and demonstrate transparency, such as sharing inspiration behind your pledge or
behind-the-scene stories on your progress.  Follow through on eco commitments.

Connect
Build relevance by being part of the
conversation

World Economic Forum

June 5th Earth Day
Daylight Saving Time
Chelsea Flower show
World Food Day
30 Days Wild
Reach out to your client partner National Refill day
for more insights and
recommendations.

Hashtags Sustainable Self:

#Vegan
Clean Corporations:
#CFC
Next to Nature:
#NaturePhotography
#Sustainability #ClimateChange #WeatherCloud
Start a conversation or #ShopSmall #ClimateEmergency #LoveUKWeather
join in #Plastic #ClimateStrike #GetOutMore
#Recycling #Sustainability #ItsAmazingOutThere
#PlasticFree #Plastic #ExploreMore
#EcoFriendly #EarthDay #WeatherWatchers
#PlantBased #Packaging #Environment
#Organic #Biodiversity #LandscapePhotography
#CrueltyFree #Recycle #StormHour
#Veganuary #FridaysForFuture #ExploreToCreate
#Reuse #ZeroWaste #ThePhotoHour
23 Tech Life

Tech Life
Inspiring a better-connected life
Widespread adoption and integration of tech into our everyday lives continues to inspire a new dialogue about the way we
live, work and create. While we remain optimistic about new possibilities, there is an underlying concern about the nature of
our relationships with tech.

Pamela Delgado
@heypamd

I’ve been splurging on tech vs

fashion these days. Quite
fascinated by the automation +
efficiency!

Evolving trends:

Smarter Living Tech for Good Tech Angst

Empowering efficient Improving society through Concerns about
ways of life tech implications of tech
24 Tech Life | Smarter Living

Smarter Living
Empowering efficient ways of life
As COVID-19 continues to drive more homebound living, we’re all searching for ways to improve our day to day. Conversations
around tech in the home are growing, with people focused on smart products, sensor tech, and virtual experiences.

+25%
Growth in conversation, as people
seek to make their lives easier with
tech, spurred on by the pandemic

Marcus N.
@heypamd

I will not put my car in

drive until my Bluetooth
connect

2020
2019

+47% +45%
Conversation around Usage of house
social/emotional
dependence on tech emoji '

Conversations shaping Smarter Living

1. New ways to pay 4. Social tech

With increased concerns of hygiene and personal safety, we are Tech has become a tool for emotional connection. Isolation is increasingly
moving closer to a cashless, contactless society. Curiosity around discussed in relation to tech. From book club meetings to playdates to video
cryptocurrency and bitcoin is growing. Technology like Apple Pay and calls with grandparents, more people are talking about finding digitally-focused
Cash App are increasingly talked about as new everyday realities. ways to get together while staying apart.

2. Tech education 4. Smart homes

This isn’t just home schooling. Although of course that is a big The home is increasingly a hub for our lives. It is where we seek comfort and
conversation area. In pursuit of better careers, new skills, or simply a convenience as we spend more time WFH. Conversations focus on using tech
side-hustle, conversations about e-learning are growing — for kids and and AI to help our homes function more efficiently. We’re rethinking with smart
adults alike. devices in mind.

3. WFH life 6. Shopping differently

The rise of WFH culture is prompting more conversations about work- The UK’s total lockdowns accelerated the need for online shopping. People are
life balance and the future of work as we know it. From discussions seeking out and discussing new, tech-focused ways to browse and shop from
about tele-commuting to wearable tech, more people are coming home. From everyday purchases to extended reality shopping, retailers and
together to navigate what it means to be “always on.” consumers alike are curious about how the (digital) future of retail will unfold.
25 Tech Life | Tech for Good

Tech for Good

Improving society through tech
With an expanding sense of shared responsibility for our planet and one another, tech is taking on more of a meaningful role in our
communities. From remote healthcare to building smart cities, there’s a growing conversation around the betterment of society
through tech.

+84%
Growth in conversation,
KC
@KcHolz

Imagine how great the world would

be if social media & media in general
accelerated when the had a positive impact on people
pandemic hit as people realised
the power of tech for good every day.

12/2018 4/2019 8/2019 12/2019 4/2020 8/2020 11/2020

+774% +23%
Mentions of “online learning” Conversation around tech in
healthcare

Conversations shaping Tech for Good

1. Democratising content 4. Ed tech

With live events cancelled, and COVID leading more people to As more classes move online, conversation about tech in the education
explore their creativity, people are talking about new platforms for space is growing. From virtual reality schools to simulation-based lessons,
content. Artists are offering experiences that can be accessed by more people are discussing the future of learning - that are open to all.
anyone and everyone through small donations and subscriptions.

2. Medical tech 4. Smart cities

With COVID driving conversations about personal and collective 5G is a hot topic and we’re debating what it will mean for how we live in our
health, interest in medical tech is on the rise. Curiosity about how towns and cities. People are talking about the future of retail, and even how
tech can help improve our quality of living is prompting more #ARHospitals can better care for our communities, alongside getting around
discussion about things like AR in hospitals and telemedicine. quicker in driverless cars, or benefitting from faster internet.

3. Physical tracking 5. Better social media

Pushed to find new ways to exercise and stay active, we’ve been People love to talk about social media … on social media. More aware of data,
inspired by wearable tech like Watchos. Conversation often focuses privacy, and algorithms, there is growing conversation about what companies
on our collective health and wellbeing as a society, with are doing (or should be doing) to create healthier online environments.
#TheOtherEpidemic (referring to mental health) at the forefront.
26 Tech Life | Tech Angst

Tech Angst
Concern about implications of tech
Growing awareness of the role of tech in our lives is prompting more people to think critically.
From data privacy and screen time to existential concerns about the future of work, enthusiasm
about new tech is balanced by more cautious observation.

+38%
Growth in conversation,
driven by unease about
privacy, data and security

Rachel He
@rachelyhe_

I want to know why computer

science programs have no tech
ethics course requirements when
the industry promises students
that they have the power to
change the world

+43% +19%
2019 2020 Conversation around Conversation around
phishing data protection

Conversations shaping Tech Angst

1. Battling misinformation 4. Screen time vs. screenless time

Fearing the influence of misinformation, the concept of hacktivism With more of our daily activities moving online, people are increasingly aware
and OSI is popping up in conversations about security, power, and of their screen time. Conversations about the need to disconnect and find a
democracy. Fear of Russian interference is a bubbling conversation balance accelerated following the start of COVID. We’re seeing screen time’s
within this topic. negative effects.

2. Data security 5. Computer threats

#BigData is viewed as an opportunity but also a risk. As we rely on
tech across more areas of our lives, there is growing conversation
around cyber security, data security, and privacy as a whole. Concern
around troll farms is rising.
3. Tech ethics
As tech defines more areas of our life, there is growing concern about
the ethics fuelling it. Conversations are increasingly focused on
ethical practices in AI, algorithms, and encryption.
New innovations pose the potential for new risks. Increasingly aware of
phishing scams, malware, viruses, and the threat of identity theft,
conversations around everyday personal protection are growing.
6. Us vs. robots
Advances in automation technology are raising concerns about job security.
More people are discussing the ethics surrounding robots and AI as they
wonder what the future holds.
27 Tech Life | Recommendations

How brands can act

on Tech Life
Join the conversation around technology in all its glory — and watch-outs.

Launch • Assess where your brand sits in the relationship people have with tech — both good and bad. 

• Help people envision and adapt to the future by showing how your products/services make lives
Build awareness and easier with a human-centric focus. 
interest for something
new • Keep in mind the importance of security and safety. Balance your messaging with the right degree
of reassurance that their data will be protected and used for good.

Connect
Build relevance by being part of the
conversation

The Game Awards Black Friday

Cyber Week Cyber Monday
World Emoji Day Smart Home Day
Reach out to your client partner CES PAX
E3 Comic Con
for more insights and Gamescon
recommendations.

Hashtags Smarter Living:

#AI
Tech for Good:
#TechForGood
Tech Angst:
#Cybersecurity
#VideoChat #Subscribe #Infosec
Start a conversation or #SmartTech #Smartwatch #GDPR
join in #Blockchain #IoT #DataProtection
#Bitcoin #AI #CyberCrime
#Cryptocurrency #Wearables #DataBreach
#IoT #Telemedicine #AI
#Jobs #CyberSecurity #Phishing
#Homeschooling #HealthTech #Encryption
#FutureOfWork #EdTech #Malware
#MachineLearning #TheOtherEpidemic #BigData
#BigData #AR #ScreenTime
28 My Identity

My Identity
Empowering a true expression of self
People are feeling more supported — and celebrated — to live out loud. As our concepts of identity continue to broaden,
we’re coming together around shared values and purpose to define and express deeper senses of self while uplifting others.

Науфаль
@indontrash

I've always been the minority

minority in this country: mixed-
blood, atheist, bisexual, and what
else? Being an outsider is my
identity.

Evolving trends:

Fan Power Represent Me Ethics In Action

Collective Values in fandoms Empowered demand for equality Stand for something
29 My Identity | Fan Power

Fan Power
Collective values in fandoms
Who you stan says a lot about what you stan. Fandom is evolving into a more active and engaged space, with more
people connecting with their idols over shared values. Rallying around social and political causes, fan armies deliver
strength in numbers.

+21%
Growth in conversation, as
KARLA
@castnkarla

what i love about stan twitter, i’ve

people discuss social and made so many incredible
political causes as part of their friendships
fandoms.

12/2018 4/2019 8/2019 12/2019 4/2020 8/2020 11/2020

+33% +587%
Mentions of “fan art” Conversation around
cancel culture

Conversations shaping Fan Power

1. Meme culture 4. Everyday idols

2020 saw an explosion of memes. Perhaps as a means of coping with
challenging times. Random photos have made ordinary people celebrities
overnight thanks to viral captions that taps into a shared understanding,
creating mini fandoms.
2. K-pop power
K-pop bands like BTS, TVXQ, and EXO are a growing force. As they
challenge traditional ideas of gender and sexuality, people are inspired to
follow their lead and campaign for change. Conversations around #BLM
have propelled K-pop fans to the frontlines of the fight for equality.
3. Fan armies
While it’s tough to identify the #bestfanarmy, fandoms are coming together
in small but mighty communities to drive real-world impact. ‘One In An
ARMY’, a charity initiative mobilising global fan collectives, has people
talking about change. From Lizzbians to The Beyhive, fan armies wield
power.
Fandoms are increasingly developing around people who feel like us.
Traditional celebrities are replaced with those doing good, from Dr Alex on
the frontlines of the NHS, to Waitrose supermarket worker Anisa Oma on
the cover of Vogue — these are real people who share in our passions and
values.
5. Fan fiction & art
People are continuing to get creative inspiration through their fan
communities. Fan-made memes, art, and creative writing are increasingly
mentioned as passionate fans go deep into what they love and connect
with others over their creations.
6. Cancel culture
Calling out, and calling in. Increasingly, people are coming to realise the
power that communities have to hold people accountable. Conversations
are now shifting to raise awareness around the dangers of cancel culture
while working to build more inclusive solutions.
30 My Identity | Represent Me

Represent Me
Empowered demand for equality
The fight for social and political rights is moving to the forefront of our daily conversations. With a sense of empowerment
and strengthened allyship, marginalised groups are demanding better representation and real equality.

+28%
Growth in conversation, driven by
#BLM empowerment
Swag Juice
@swagjuiced

the fight for equality & the

fight for power are two
different struggles

2019

2020

+35% +233%
Conversation around the Conversation around
trans community Black rights

Conversations shaping Represent Me

1. BIPOC Twitter 4. Women at work

BIPOC individuals are finding their communities — and their voices —on
Twitter. They’re connecting within communities using hashtags like
#BlackTwitter, rallying around hashtags like #RacialJustice,
#RepresentationMatters, and #BlackLivesMatter.
2. Body positivity
People want to see bodies that look like theirs. Conversations about body
positivity are centred around authentic representation. People discuss
body confidence, body image, body shaming, and women reclaiming their
bodies for themselves.
3. Racism & discrimination
#BlackLivesMatter has become an always-on topic of conversation. As
the movement has grown in the US, it’s encouraged us to reflect on how
this plays out closer to home. We’re protesting discrimination and holding
brands to account, as well as questioning recent injustices like the death
of Belly Mujinga.
Spaces to support women in the arts, tech, and business are flourishing.
Women are being championed as founders, creators, and developers,
creating lasting effects on equity in the workplace. Conversation grows
around concepts like Smashing Stereotypes, focusing on women in
STEM.
5. LGBTQIA+
The fight for acceptance and representation of all identities continues to
inspire conversation. People are coming together to raise awareness and
drive change. We’re talking about gay rights, rainbow flags and
homophobia.
6. Gender redefined
Conversations about gender equality and trans rights continue to build.
Hashtags like #TransgenderIsNotScary, #TransIsBeautiful,
#WontBeErased are helping to reduce the stigma and power the fight for
better representation of those living beyond the binary.
31 My Identity | Ethics in Action

Ethics in Action
Stand for something
With a growing sense of self-awareness comes a sense of duty. As we continue to learn and define who we are
in the world, what we believe in and how we stand up for it is becoming increasingly important in our daily lives.

James Lu
@someone10987507
+85%
Growth in conversation,
As an engineer, it is my accelerated by #BLM as
social responsibility to people put their ethics and
advocate on behalf of morals more front and
centre
ordinary people's
freedom and privacy.
Software is no different.

12/2018 4/2019 8/2019 12/2019 4/2020 8/2020 11/2020

+55% +14%
Usage of ( Mentions of “my
identity”

Conversations shaping Ethics in Action

1. Shared education 4. Economic equality

Our conversations are becoming a useful tool in educating one another.
People are gaining knowledge and understanding issues they may not
have experienced before. We’re using the platform as a means to learn.
2. Our social responsibility
Change is in all our hands. Whether we’re directly impacted or not, people
are talking about those marginalised by mainstream culture and jumping
in to help. From supporting LGBTQIA+ rights to seeking to understand the
experiences of others, more people are actively petitioning, protesting,
and taking a stand.
The 1% vs. the rest of us. Conversations are action-orientated,
demanding that we all do more to help end the #WarOnPoverty. People
talk about Calais Jungle, the housing crisis, and Supplemental Nutrition
Assistance Program.
5. New allyship
We’re becoming more attuned to concepts of intersectionality and
privilege, and how prevalent racist behaviour still is. There’s growing
support for people of colour, helping us learn how to be responsible allies
in the face of discrimination.

3. Our rights 6. Living by values

How we live in a fair society is moving to the forefront of our More than a lifestyle choice, the ways we choose to live more ethically
conversations. From freedom of speech to the tampon tax to marriage speak to how we think about ourselves and portray identity. Veganism,
equality, it has motivated activism across Twitter. What people believe to ethical living, feminism, and climate action are at the forefront of these
be ‘their right’ is growing in prominence. conversations.
32 My Identity | Recommendations

How brands can act

on My Identity
Find meaningful ways to nurture and inspire different perspectives, putting peoples’ values at the centre of all that you do. 

Launch • Use your platform to share and elevate human stories by getting behind social causes that align
with your brand values.
Build awareness and • Dig deeper into the identities and lived experiences of your audience — identify how your service/
interest for something product can benefit their communities and passions to build deeper relationships.
new • Design content for representation and accessibility. Tap into Twitter ArtHouse’s best practices and
diverse creators to speak more authentically to the diverse audiences that use Twitter. 

Connect
Build relevance by being part of the
conversation

Eurovision Grand Final MTV VMAs

Autumn Fashion Week Pride Month
International Women's Day Black History Month
Juneteenth World Thinking Day
Reach out to your client partner BBMAs International End Poverty
for more insights and London Pride Parade Day
recommendations.

Hashtags Fan Power:

#FanArt
Represent Me:
#BlackLivesMatter
Ethics in Action:
#Brexit
#BestFanArmy #Brexit #ClimateChange
Start a conversation or #Cosplay #ClimateEmergency #ActuallyAutistic
join in #CriticalRole #ClimateStrike #ShopLocal
#ComicCon #LGBTQ #LGBTQ
#DigitalArt #MeToo #BlackLivesMatter
#FanArtFriday #Diversity #WarOnPoverty
#BlackLivesMatter #TransIsBeautiful #Disability
#KPOP #WomenInTech #Equality
#BodyPositive #GenderEquality #Homelessness
#Art #UntilWeAllBelong #PeoplesVote