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 explore the stories behind viewing trends, shifting social attitudes and the moments that capture the nation’s imagination.

Each edition explores the themes and behaviours shaping culture, from reality TV obsessions to emerging social movements, and what they mean for brands.

SIGN UP to get Pop Theory delivered straight to your inbox each month!  Stay close to the trends and cultural moments shaping the nation.

October's focus:

The Fear Edition

Spooky season is upon us, and what is giving us the fear this year feels a little less traditional than usual. In this issue, we’re taking a deep dive into how the workplace has become the ultimate scary space, how FOMO in 2026 might be more about our feeds than our friends, and how memes could just be the best medicine for fear.

September's focus:

The Trust Edition

The September edition of Pop Theory explores where Brits are placing their trust in a saturated and overwhelming digital world. From wearable technology and health tracking to content built around secrecy, deception and rivalry, this edition looks at how trust is being tested across culture.

Download our insights to discover why Brits are torn between data and human nature, how rivalry and deception are captivating audiences, and why declining influencer trust is driving people towards honesty, accountability and spaces like Reddit.

Want more Pop Theory?

Catch up on all 13 editions from our first year in the Pop Theory Mega Edition, bringing a full year of cultural trends and brand insights together in one place.