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- Your ATTN Please || Wednesday, 30 April
Your ATTN Please || Wednesday, 30 April
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#SkinnyTok: the corner of the internet where minors are served up “unhinged skinny advice” from scarily thin creators.
It’s also the corner of the internet currently being investigated by the European Commission. Sure, when you search the hashtag, you’ll see a clichéd message stating “You are more than your weight.” But regulators are questioning whether TikTok should be doing more to protect children from harmful content.
- Charlotte, Editor ♡
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WHAT’S HAPPENING IN MARKETING TODAY?
European Commission comes for #SkinnyTok, Nike gets sued & Pete Davidson collabs with Axe
The European Commission is coming for “SkinnyTok.”
It’s no surprise that thin is once again, in. With the Ozempification of everybody and their freaking grandmother and a resurgence of 90s Heroin Chic, we were bound to get here. Now, EU regulators are investigating a wave of videos on social media promoting extreme thinness and tough love weight loss advice. France’s minister for digital media, Clara Chappaz, recently reported #SkinnyTok to both the French media regulator Arcom and the EU. In a TikTok video posted last week, the minister said that “protecting minors” is one of her “main priorities,” claiming these videos pose a legitimate public health risk.
She also questioned whether TikTok is doing enough to protect children online. Search “SkinnyTok” on TikTok, and the first thing you’ll see is a platform-generated message stating, “You are more than your weight.” Tap it, and you’ll find links to resources for disordered eating support, including the National Eating Disorder Association. Once you move past that, however, you’re hit with thousands of videos with “unhinged skinny advice” as one post unapologetically claims. If you lived through Tumblr in the 2010s, you’ll know these pro-ED communities have always existed online and you were lucky if you escaped without one. Let’s do better please, y’all.
Nike is facing a lawsuit from people who bought its NFTs.
In what’s being called a “rug-pull,” a group of people sued Nike this week over its decision to end its virtual show project RTFKT last year. Filed in New York’s Eastern District, the proposed class action lawsuit seeks “unspecified damages of more than $5 million for alleged violations of New York, California, Florida and Oregon consumer protection laws.” The buyers of the digital assets claim they wouldn’t have bought them had they known they were “unregistered securities.”
But like… buying NFTs was always an experimental gamble based on non-tangible theories. Nobody forced anyone to buy them, and marketing is "just marketing.” TBH if Apple can get away with selling an iPhone based on false "Apple Intelligence" and the "New Siri" marketing, this is nothing in comparison. At least they got the NFT?
Axe leans on Pete Davidson’s wisdom to help young men level up their rizz.
We’re so back. And by “we,” I mean Pete Davidson is doing the rounds again. Yay! Axe is leveraging rizzmaster Davidson as both dating wingman and giver of life advice. Aww, he’s so sweet, selflessly helping the youth. He’s basically Ghandi. But hot. A self-proclaimed Axe fan dating back to his teens, Davidson will host an Ask Me Anything-like Q&A on Instagram to share tips and underdog stories.
The accompanying ad, "Short Kings," will show a man daydreaming about a girl who’s six inches taller than he is. A pep talk from Davidson and a spray of Axe helps him to shake off his doubts (Davidson is 6 foot 3, duh). With the generational run this man has done around Hollywood, I’m sure his guidance will be very much taken on board.
Anyway, that’s all folks!
-Sophie, Writer
DEEP DIVE
Women are quietly recession-proofing their lives. Here's how brands should respond...
While headlines still tout strong employment numbers and a resilient economy, there’s a quiet shift happening offline: young women are closing their wallets.
They’re skipping nights out, unsubscribing from hauls, buying fewer clothes, and opting for Costco runs over cocktails. And no, it’s not because they’re broke.
This is more than just budgeting. It’s foresight. Intuition. The kind of low-frequency hum you can only pick up when you’re paying attention to the stuff that doesn’t make headlines. Things like the rising cost of oat milk, or the slow creep of rent hikes (help), or the way your best friend just dropped “maybe I’ll move back in with my parents” into a group chat like it was nothing.
The emotional economy is real, and women have always been its frontline analysts.
Women have long been the economic backbone of households and a silent force behind market movement. We’re talking about the demographic that controls 85–89% of consumer purchases, yet is still often portrayed as frivolous or irrational with money. But look closer, and you’ll see it’s women who adjust first when the economic wind shifts.
According to the Wall Street Journal, women are now pulling back on spending at a much faster rate than men. And they're doing so before things have officially gone south. In fact, this trend has started showing up across retail, food, and entertainment. Call it what you want (intuition, emotional intelligence, vibes), but it’s starting to look a lot like an actual recession indicator.
The women who not long ago splashed out on flying out of state for Taylor Swift’s Eras tour and their extravagant Brat Summer are pulling all the way back.
Searches in the U.S. for “press on nails” are up 10% since February, and “blonde to brunette hair” is up 17% in the same period, according to WSJ. When the fashion girlies can’t maintain their colour or manicures, that when you KNOW sh*t's about to get tough.
“In the 12 months that ended in February, female shoppers accounted for 60% of general merchandise sales, which includes apparel, footwear, home decor and more, according to consumer-analytics research firm Circana. In the three months ending February, spending on general merchandise was down 1% among women, and half of that was in lost apparel sales.” Says WSJ.
There’s a reason women feel it coming; we’re managing the emotional and financial microtransactions that make up everyday life.
The grocery bill. The kids’ school costs. The rising cost of living and the invisible mental math that tracks all of it. Women are the canaries in the capitalist coal mine, only instead of chirping, they’re quietly unsubscribing from email lists and switching to generic home brands to get by.
Sure, the internet wants to talk about #GirlMath and the cost of iced coffee. But under the surface, there’s something way more sophisticated happening. Young women are tracking interest rates, building emergency funds, swapping fast fashion for resale sites, and sharing budgeting spreadsheets like they’re love notes.
TikTok and Instagram are flooded with women talking about money. Not just how to make it, but how to protect it, grow it, and detach their self-worth from how much they’re spending. So no, it’s not about skipping brunch. It’s about building a buffer. It’s about staying ten steps ahead in an economy that often leaves women playing catch-up.
Women are shifting from spenders to strategists.
And if your brand is built on impulse buys, payday drops, or treating women like they’re just dying for another scented candle... you might want to rethink your playbook.
The brands that will thrive in this landscape are the ones that respect women’s intelligence. That prioritise transparency, utility, and long-term value. That stop trying to “feminise” their products and start designing with emotional and financial resilience in mind. Pinkwashing will get you nowhere in this economy.
Because marketing to women in 2025 isn’t about glitter and guilt trips. It’s about meeting an audience that’s emotionally and economically three steps ahead — and has already started recession-proofing her life. TUH.
-Sophie, Writer
TREND PLUG
“NooOOOoooOOOooo”
What's crazier than brain rot? Italian brain rot.
This new trend comes from one of the numerous Italian AI brain rot mashups. It’s literally just weird animated videos of a shark, on land, standing on two feet, wearing Air Forces, getting arrested. If you're confused, join the club. The sound is a weird "NoooOOooOO" that the shark makes. So of course, TikTokers have taken the sound and made it their reaction to scenarios they'd be against, like:
How you can jump on this trend:
Use the sound, describe something you're opposed to (bonus points if it's RELATABLE).
A few ideas to get you started:
When you CC the wrong person
When your AI-generated ad gives everyone 12 fingers
When you spend six months rebranding and everyone hates it immediately
-Abdel, Social Media Coordinator
FOR THE GROUP CHAT
😂Yap’s funniest home videos: when the movie starts
❤How wholesome: the cuddles!!!!!!!!!!!!
😊Soooo satisfying: cat push satisfaction
🍝What you should make for dinner tonight: baked asian meatballs!
TODAY ON THE YAP PODCAST
Want even more “YAP”ing? Check out the full podcast here.
ASK THE EDITOR
I've been out of work for a while and am trying to get a job in marketing. Besides applying for jobs, what else can I do to speed up the process? -Zak
Hey Zak!
Other than applying for jobs, the best thing you can do right now is start growing your personal brand. My suggestion would be to start with LinkedIn, because recruiters and people who are hiring for marketing roles are on there. Follow people who work for brands you'd love to work for and engage with their content. Create content about projects you've worked on in the past, podcasts you’re listening to, or books you’re reading right now. Break down campaigns you think were effective (or not) to show you know what you're talking about.
Aside from building your personal brand online, I would do as much in-person networking as you can. Ask people you connect with on LinkedIn to meet for coffee. Go to events and get your face in front of people. Growing your network will get you much closer to landing a role than applying for jobs alone.
- Charlotte, Editor ♡
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