We’re talking Gen Z insights and why this often causes moral panics by the time the media cover them.

We speak with Lyndsay McDade, Fearless Scotland Manager at Crimestoppers on their hugely successful campaign tackling sextortion targeted at children and young people.

Zoplo co-founder Tom Cullen talks Gen Z polling, youth audiences and creators and how to improve conversations with a younger audience.

How did RSPB amas over 35 million likes on TikTok in 12 months, win numerous awards and build an enviable Gen Z community on the platform? We speak to social media exec Yas Devi who has been at the helm of the account to find out.

This episode we hear from Alfie Laurence, creator and founder of Student Travel Tips, a resource and community that empowers students to embrace the world of travel. Young people are set to be the UK’s most prolific travellers in 2024 and we explore why this generation of British students are so driven to explore and why traditional content has fallen short. Alfie’s own experiences highlighted the gaps that existed, leading to the creation of Student Travel Tips. https://www.studenttraveltips.co.uk/ https://www.instagram.com/studenttraveltipsuk/ Things Alfie talks about Amica App, former app that focused on creating safe space for solo female travellers Earthrise Studio, environmental storytelling media company https://www.earthrise.studio/ Your Juno, Fintech platform, gamifying financial education focusing on women and non-binary people. https://www.yourjuno.co/ Damon Dominique, travel community and newsletter https://damondominique.com/ https://www.youtube.com/c/damondominique

We’re talking Gen Z talent and employer branding with Dereck Maruma, Commercial Manager at Tapin Media, a youth-focused media and marketing agency specialising in bridging the gap between students and employers. We explore what organisations need to be doing to better attract and retain Gen Z talent and what Tapin’s ‘This is Black Gen Z’ report can tell us about diversifying youth talent to ensure success for young employees, through the recruitment process and once they are in role. Connect with Dereck on LinkedIn Find out more about Tapin Media Read the This is Black Gen Z Report Things we talk about Salary transparency: a recent study found around half of jobs on LinkedIn don’t give salary details while Labour’s Plan to Make Work Pay was published ahead of the election and sets outs reforms which includes salary transparency.   Campaigners call for Afro hair to become protected characteristic in the Equality Act – linked to discussion on being yourself in job interviews. Insight from The Access Platform which references university EDI policies as being a factor international students consider as part of their decision-making process. #QuitTok the rise of publicly quitting on TikTok Top 3 Tips for Gen Z Employer Branding Embrace social channels Diversify your content Authenticity and transparency Examples of brands doing it well Gymshark on LinkedIn, Diageo on Instagram, Currys on TikTok and Go Daddy Life example on their website. Other things to check out The Employer Brand Space on LinkedIn, BYP Network and Hung Lee

Speaking with TikTok expert and CEO of TikTok creative agency Nonsensical, we explore how you can keep winning on TikTok and better engage youth audiences. Lots of tips and examples, all linked up in the show notes.

Get brand ready for Gen Z in this conversation with Izzy Hall and Alex Haider from Pion. We explore the latest insights, trends and examples as well as get some great tips on how to better engage and stay relevant to a Gen Z audience with your brand.

Nic Newman, Senior Research Associate at Reuters Institute, University of Oxford, talks us through some of the key findings from Reuters’ Digital News Report 2024 and some of the challenges and opportunities for engaging youth audiences ahead. We cover AI, social media news journeys, diversity in the newsroom and the shifting nature of news.

Season 4 finale with host Rebecca Roberts joined by Ruth Dale and Nathan Monk to discuss behaviour change, tech and higher education.  Ruth Dale is founder of the Behaviour Change Marketing Bootcamp, having worked across major national campaigns in the health and public sector. She shares her specialist understanding of behavioural science and how using it within behaviour change marketing campaigns can really help to influence action among a youth audience.  Nathan Monk is cofounder of Smile and one of the brains behind Prospectus Plus, the innovative and personalised prospectus solution that is transforming the conversation around digitally tailoring recruitment journeys. We talk about how those shifts in recent years align to wider behaviours when it comes to tech, and why understanding human nature can help advance your campaign strategies.  If you work in further or higher education, there's an early bird offer available to listeners for a special Behaviour Change Marketing Bootcamp hosted by Ruth and Rebecca on the 29th February https://www.behaviourchange.marketing/FEHE    Find out about Prospectus Plus Connect with Nathan FInd out about Behaviour Change Marketing Bootcamp Connect with Ruth     You can sign up for Rebecca's Engaging Youth update which comes out every Friday and brings you the latest insight and updates on youth audiences here https://www.threadandfable.com/    If you are interested in supporting the podcast or have an idea for an episode for next season contact info@threadandfable.com 

We hear from Rodney Hinds, Sports Editor at the Voice Media Group. Author, broadcaster and lecturer, Rodney co-founded the Football Black List alongside another recent Hear It guest Leon Mann, and among numerous accolades, featured on the Diversity Powerlist this year. We talk about the British Black Voices research, in particular findings around young adults as well as sport and why what we see on the pitch and how it's dealt with, can play a significant role in society. Rodney Hinds on LinkedIn The Voice online Black British Voices Research Articles from Rodney Arsenal's Bukayo Saka on his visit to youngsters from where he grew up to dream big England paying the price for the Saka, Rashford and Sancho abuse Teenager jailed for Rashford abuse Rashford the most trolled athlete Book recommendation: Why We Kneel How We Rise by Michael Holding

We talk all things accessible with Sarah Brown-Fraser, one of the few disabled leaders in sport, packed full of great ideas and tools to use to improve accessible communications to a youth audience.

We welcome John Gilbert, Managing Director of Eski Media to this episode. We're talking about campaigns that tackle social issues and how we can co-create and work with youth audiences to create ones that make a difference. Eski Media is a creative media and marketing agency that's ambitious about creating social change through its work. They've led numerous campaigns where engaging youth audiences and complex range of stakeholders has been part of the process. Connect with John on X and LinkedIn Eski Media Campaigns from Eski we talk about: Step Up Influenced Got your back Thrown Away And the new drama series being packaged for a range of public services, Circle North (well worth checking out). Book John mentions: Science of Storytelling by Will Storr  

Ben Verinder talks about the challenge to marketing and communicating the offer of Further Education in an ever shifting market.

We welcome Leon Mann MBE onto the podcast this epsiode. Entrepreneur, activist, broadcaster turned filmmaker, who’s spent his career telling stories throughout the world of sport. Founder of independent sports consultancy and production company Refresh Sports, also set up the Black Collective of Media in Sport (BCOMS), the networking group for black sports journalists, as well as the Football Black List, an initiative he co-founded in 2009, which highlights the achievements of black representatives in sport.   This episode we talk about diversifying talent within the sports industry, how BCOMS is elevating young talent and working with an industry that still has a way to go, in order for diversity of thought to improve the content, opportunities and leadership shaping its path.    Things Leon talks about:  The D word research from BCOMS StreamYard Week One Summer by Floyd Steadman Ego is the Enemy by Ryan Holiday Real Wins: Race, Leadership and How to Redefine Success by Michelle Moore

We hear from Ruth Dale, Founder of Social Insight Marketing, a behaviour change marketing specialist, offering training to practitioners across a breadth of sectors looking to adopt a behaviour change approach to their work.  With over 20 years experience across NHS, local and national government, Ruth has worked on almost every social and health issue out there. As well as her infamous behaviour change bootcamps, she also hosts the Behaviour Change Marketing Bootcamp podcast.    You can find Ruth on Twitter, LinkedIn and her own site here Things Ruth talks about including models and templates to try... The Elephant and the Rider COM-B model for Behavioural Change EAST Framework Dave Grey's Empathy Map Books Ruth Mentions Thinking Fast & Slow by Daniel Kahneman Using Behavioural Science in Marketing by Nancy Harhut Melina Palmer Decoded, the Science behind why we buy, by Phil Barden

Hear from Kyle Campbell, founder of the Education Marketer and self-confessed writer, content marketing evangelist and internet culture nerd. His newsletter and podcast bring updates, insights and examples from around the world of Higher Education. We talk about the latest trends, how to drive relevant conversations with prospects as well as find out what youth stereotype annoys him the most.  https://www.educationmarketer.co.uk/  https://www.educationmarketer.co.uk/podcast    The content Kyle recommends....  Beano Brain Youth Insights https://www.beanobrain.com/  This Old Marketing https://www.thisoldmarketing.com/     

We hear from Jim Tudor, Founder of Future Index, a trends consultancy specialising in higher education, on what the opportunities are for the sector, drawing on inspiration from around the world both in edcation and beyond. Jim is also a founding director of creative agency Waterfall, an education marketing agency.  http://thefutureindex.com/ http://waterfall.agency/  Find Jim on Twitter and LinkedIn As you might expect from a trends expert, Jim had a ton of great examples including... Greenpeace short courses including Storytelling Nottingham Trent University's Content Collective Loughborough University's Big Ideas sessions New York University smashing reels content Arts University Bournemouth with their VC Banksy conspiracy theory on TikTok Monash University, Melbourne Australia with their virtual reality of the future University of New South Wales University of Wollongong course finder Arizona State University World of Wonder Miami Ad School International University, Spain (IE University) ETH University Zurich UA92, Manchester  London Interdisciplinary School TEDI London. The Engineering and Design Institute  

This episode we hear from Rohini Kahrs, Communications Manager at the Runnymede Trust, which is the UK’s leading race equality think tank. From broadening the curriculum to exposing the Windrush scandal, the Trust’s work is rooted in challenging structural racism and its impact on our communities and has produced some incredible insight to continually challenge and influence progress towards racial equality. Rohini on LinkedIn Runnymede Trust https://www.runnymedetrust.org/ Rohini talks about https://ifs.org.uk/inequality/press-release/lack-of-progress-on-closing-educational-inequalities-disadvantaging-millions-throughout-life/ Penguin Lit in Colour & their TikTok Falling Further, Runnymede Trust  Confronting Injustice: Racism and the Environmental Emergency. Runnymede Trust Choked Up Stormzy - Merky Books working with Penguin, Cambridge Scholarship

This episode we're joined by Isobelle Panton, Director of Student Recruitment and International at University Academy 92, a higher education offering founded by the Manchester United Class of '92, in partnership with Lancaster University.  We talk about adapting the higher education offer to youth audiences, challenging the typical format of an undergraduate learning experience and why championing student voice is key to staying relevant in an ever competitive market.  https://www.linkedin.com/in/isobelle/ https://mobile.twitter.com/isobellepanton  https://ua92.ac.uk/ Rebecca mentions Hyper Island as being a unique Higher Ed offering https://www.hyperisland.com/ Gary Neville on TikTok https://www.tiktok.com/@gneville2?lang=en  Isobelle mentions  Gymshark as a brand that knows its target youth audience https://uk.gymshark.com/  Gymshark's realistic mannequins https://hypebae.com/2022/11/gymshark-london-flagship-location-mannequins-community-body-positivity  Ryan air as usally being brilliant on social https://www.tiktok.com/@ryanair?lang=en But no so much their mean tweet at Jordan Sancho https://talksport.com/football/1243911/ryanair-twitter-jadon-sancho-england-world-cup-squad/