What is Pop Theory?
Pop Theory is our monthly deep dive into the bold, brilliant and sometimes bizarre world of British pop culture.We go beyond celebrity headlines to unpack the real stories behind viewing trends, shifting social attitudes and the moments that capture the nation’s imagination.
Each month, we explore the themes and behaviours shaping culture from reality TV obsessions to new social movements and what they mean for brands who want to stay ahead of the curve.
October's focus: Identity
The October edition explores what puts the Brit in Britishness, from uniting a frustrated nation to the rebrand that mainstream British culture is ready for.
As pride in traditional institutions fades, audiences are finding new things to believe in. We look at how “Brand Britain” is being reimagined by Burberry, Barbour and Liberty, and why nostalgia is making a powerful comeback.
Plus, we unpack The Great Lock-In, the TikTok-fuelled mindset driving focus and fresh energy into the year’s final quarter.
September’s focus: Back 2 School
The September drop takes a seat at the front of the cultural classroom.
Pop Theory looks at the revival of female collectives as Gen Z embraces sisterhood, the way gaming slang has levelled up into everyday language, and how modern fatherhood is being redefined on screen and off. Together, these signals show how audiences are rewriting the rules of identity, play and parenting in 2025.
August’s focus: Beauty, bodies & boldness
In our August edition, we’re exploring the changing face and body of Britain. From surgical tweaks worn with pride to the rise of empowered femininity in the weights room, we unpack how ideas of beauty and body image are being redefined, both on-screen and in real life.
We also dive into Meta Beauty, competitive wellness and the aspirational British body, decoding what these cultural shifts mean for how brands show up today and in the future.
July’s focus: The Bland Issue
In our first public edition, we’re taking a closer look at everything “bland”, beige and beautifully basic. From reheated nachos and returning TV formats, to the rise of the 'tradwife' aesthetic and messy core, we explore whether audiences really crave originality or if, deep down, we all just want more of what we know and love.
Find out why familiarity might not be such a bad thing after all and what this means for how brands show up in culture.
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