The Content Dump, Vol 6: Are Labubu’s a recession indicator?
And other consumer spending trends to build into your content strategy.
Welcome to The Content Dump, our weekly round-up of the brands, campaigns and content we’ve been loving this week. Every Sunday, we’ll be curating the content moments you need to know about — ready to inspire you to create some magic in the week ahead.
This week, we’re coming at you with a stack of consumer insights and trend reports you need to know about. From comfort-core spending to how often to post on social media, this edition is packed with the stats and insights you need to review and refresh your content strategy.
Okay, let’s dive in. ✨
🗞️ From The Headlines
⭐ “Recession Core” is the latest trend driving a resurgence in all things nostalgia
Are Labubu’s an economic indicator for a recession? That’s the hook TikToker Janet Lin used in her recent video, discussing a trend she’s seeing in consumer spending—and she’s not alone.
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While we might not technically be in a recession, it’s hard to escape the ✨rising cost of living✨ pressures in 2025. Everything feels unaffordable and uncertain, and we’re all searching for comfort, security and nostalgia.
What’s interesting is that even in a cost-of-living crisis, consumers don’t stop spending altogether. Instead, they ditch big investments (like designer bags and international holidays) for “smaller, daily luxuries and emotional purchases”, as Janet explains.
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Think: binge-watching comfort-core movies, playing iconic albums on repeat, and indulging in sweet treats (strawberry matcha run, anyone?). From a content perspective, if there's ever been a time to lean into early 2000s nostalgia, this is it.
⭐ Sprout Social’s Content Benchmarks Report finally settles the ‘ideal posting frequency’ debate
How many times should your brand be posting on social media? According to new research from Sprout Social, it’s time to post less and focus on quality over quantity.
(Social media managers, you’ll wanna bookmark this report and shout its findings from the rooftop).
Here’s what their study of over 1 million public social profiles found:
“Brands published an average of 9.5 social posts per day across networks in 2024—a slight dip from 2023... At the same time, average inbound engagements increased almost 20%— climbing from 70 per day in 2023 to 83 in 2024.”
Here’s why: consumers are craving authenticity, engagement and originality from the accounts they follow. Every post, interaction and partnership needs to be purposeful. By dialling back how often you post, it’s easier to make sure every post pulls its weight (rather than shouting into the void).
👀 Ideas To Swipe
⭐ The team from social search engine Diem shows how to get branded podcasts right
Thinking of launching a podcast? Before you jump behind the mic, it’s important to figure out why a podcast is the right content format and distribution channel for your brand, and what story you want to tell.
We’ve been loving the ‘Can I Call You?’ podcast, hosted by Emma Bates (Co-Founder and CEO of Diem), alongside Éva Goicochea (the mastermind behind Founders’ Weekend) and Charlotte Palermino (Founder of Dieux Skin).
As Emma shares:
“The podcast is inspired by late-night call-in shows, advice columns, and the texts, voicenotes and "omg can I call you?" moments the 3 of us often get and, of course, the conversations I see every day in Diem. “
The show gives each founder a platform to showcase their knowledge and thought leadership, without feeling salesy or promotional. Each raw, honest conversation is highly engaging and builds rapport with listeners, organically helping each business to expand its reach to a highly curated audience. Genius.
🫶🏻 Content we’re crushing
⭐ Tracksuit takes over LinkedIn and delivers a masterclass in nailing employee-generated content (EGC)
If you’ve spotted more LinkedIn posts than usual from the team at brand tracking platform, Tracksuit, here’s why.
The company just announced its Series B raise, and encouraged every single employee to post about the news on their personal LinkedIn profile. Unsurprisingly, the team nailed it and each took to LinkedIn to creatively share their journey with the company to date.
Our personal favourite? Brand Design Lead at Tracksuit, Lauren Smyth handed over to her pooch, Woody, to tell Tracksuit’s story from his perspective. Take note: this is how to do EGC in a non-cringe, value-adding way.
⭐ This social trend shows us that the most effective content doesn't have to be complicated
Remember the airport tray trend? What started on Travel TikTok soon grew into brands from all verticals taking over social media with aesthetically pleasing, airport tray flatlays.
In many ways, the coffee trays trend is the next iteration. It’s low-fi content creation at its best, pioneered by social strategist Alex Teri.
In her own words, here’s why it works:
“The format works because it’s flexible, familiar, and low-lift, while still being thoughtful. It’s structured enough to feel intentional, casual enough to feel real, and shareable enough to keep showing up.”
In the era of AI, content that curates a vibe and positions your brand as a tastemaker is what will cut through and help you build a world around your products and services.
⭐ Oatly’s Spring/Summer 2025 Look Book is the aesthetic recipe library we didn’t know we needed
Who said lookbooks were reserved only for fashion labels? Alternative milk brand, Oatly, has absolutely nailed this riff on a seasonal look book, launching an innovative recipe book of oh-so-aesthetic drinks, just in time for the Northern Hemisphere’s summer season.
Oatly has taken an insight (consumers are looking for experimental ways to enjoy their morning brew) and used this to create a savvy editorial platform that delivers DIY drink recipes, all heroing Oatly’s product.
Each recipe has been crafted in collaboration with top baristas and captured using striking, editorial-style photography (perfect for resharing across the brand’s social channels). Personally, we’ll be trying our hand at their Ube Matcha Latte.
We love this content series for so many reasons: It’s striking and visually memorable, it’s educational and product-led (without inducing yawns), and it’s strategically designed to be omnichannel (with each recipe having high social shareability). LOVE!
⭐ OURA’s “Give Us The Finger” campaign is genius
That’s all. That’s the post. (We’ll let the campaign visuals do the talking, but you can read more about it here).
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And that’s a wrap! See you next Sunday for another dose of all things content. ✨