From trends to industry changes, consider this your debrief on everything that went down last month. 

A note: This is a loooong email because there’s so much juiciness to explore. Hit “Read Online” (top right) or “View Entire Message” (bottom of email) to read it all.

For You, For Real: TikTok Trends You Can’t Miss

Whether you’re looking for post inspiration or a 3pm office giggle, here’s a roundup of all the current viral TikTok moments and trends that have caught our attention.

Trending Instagram Content 

Curated or somehow perfectly uncurated, whatever your IG strategy leans into, here are the visual vibes and trends that have been owning our feed lately.

Ivy Talent Co News

From viral views to cookbooks, collabs & euro summers, our creators are everywhere this season 🍽️

• Luke Moore, @therenodad, reels hit over 78M views over his 3-part floating stairs series.

• Sarah Pound of Wholesome by Sarah hosted a sold-out lunch at Rare Hare, a collaborative lunch featuring stunning dishes from her latest cookbook, Family Food, and the Rare Hare menu. Guests were treated to an opening in-conversation panel hosted by Jacqui Felgate.

• Sarah Pound has also launched her new YouTube channel - subscribe here.

• Sarah Bell was on Sunrise cooking three of her recipes from her new Cookbook Our Nourishing Week.

• Jacqui Toumbas has jetted off to Europe for her Savour the Slow retreats, and is available for all the dreamy Euro Summer collabs and content opportunities.

• Georgia Quinn of @okwithmyhands hosted an op-Shop tour, sponsored by Oakwood.

• Tom Walton and his son appeared on the Morning Show, creating sweet and savoury breakfasts to make for dad this weekend.

  For more information on Ivy Talent Co creators, unique and aligned brand partnership opportunities or media enquiries, please reach out to the team via [email protected]

Important Social Media Updates

In the ever-changing world of social media, August definitely had a few twists and turns. From industry updates to metric changes, here are all the recent updates you need to know for social media success:

TikTok

TikTok is updating its guidelines when it comes to LIVE. They are aiming to focus on maintaining a safe environment for users. Set to be introduced in mid-September, the company warns creators they’re responsible for anything that happens on their live session. Yes, even if it involves third-party tools! So, monitor these changes and rules.

Another key update is the introduction of clearer guidelines around commercial content. TikTok emphasises the importance of proper disclosure and explicitly states that content encouraging users to purchase products off-platform will have reduced visibility, particularly in markets where TikTok Shop is available.

PLUS, great news for all marketers, you can now officially schedule TikToks in app 👏

Upcoming Events to Note

You may want to write this down!

• Jacqui Toumbas is hosting her second Savour the Slow retreat in September (how’s the alliteration there). 

• Jaharn Quinn’s Dream Home DIY will be released - 16 September

• Father’s Day- 7 September

• International Literacy Day- 8 September

• World Suicide Prevention Day- 10 September

• RUOK? Day- 11 September

• International Coastal Cleanup Day- 17 September

• International Day of Peace & World Alzheimer’s Day- 21 September

• International Day of Sign Languages- 23 September

• International Daughters Day- 28 September

• International Day of Food Loss and Waste Awareness- 29 September

• International Day of Podcasts- 30 September

Your reading list for this month

Each month, we’ll bring you a curated mix of industry news, insights, and reports to keep you in the loop with the latest in talent, social media, and marketing across Australia and New Zealand.

1 - The New Yorker | ‘A.I. Is Coming For Culture’

AI is becoming deeply embedded in our everyday lives- shaping what we watch, read, scroll, and even create. While it's a powerful tool that can streamline processes and spark new forms of creativity, it also raises big questions about authenticity, imagination, and the future of human culture.

In his New Yorker article “A.I. Is Coming for Culture,” Joshua Rothman explores this shift with nuance and urgency. He reflects on how AI-generated content may flood our feeds and alter the creative landscape, but also asks: what happens to human imagination when machines start telling our stories for us? It's a timely, thought-provoking read that challenges us to consider AI not just as a tool- but as a cultural force reshaping how we think, feel, and connect.

Key insights: 

• Our media habits, from scrolling newsfeeds to binge-watching, are increasingly governed by algorithmic design, embedding machine logic into the rhythms of everyday life.

• As AI automates creative production, the sheer volume of cultural content will skyrocket. Expect entirely new artistic forms, or reinterpretations of existing ones, that will take us in unpredictable directions.

• The more AI-generated content floods our feeds, the more difficult it becomes to distinguish machine-created artefacts from human works. This is consequently raising concerns about originality, depth, and the future of creativity.

• With AI increasingly producing the content we consume, Rothman asks a critical question: What space remains for genuine human imagination in culture?

2 - James Clear | ‘Creativity is a Process, Not an Event

Creativity isn’t a magical burst of inspiration; it’s a skill developed through effort, mindset, and persistence. In this insightful piece, James Clear unpacks the iconic tale of Newton’s falling apple to explore what really fuels creative thinking. Are we born creative, or can it be learned?

While genetics play a small role, the article argues that mindset, environment, and consistent practice are what truly shape our creative potential. Backed by science, find actionable strategies, from embracing constraints to building habits and pushing past the fear of failure, to help unlock long-term creativity.

Key insights: 

• Forget the myth of overnight genius. Even Newton’s apple moment took 20 years to turn into Principia. Great ideas are built through sustained effort, deep thinking and relentless curiosity.

• 98% of kids show high creativity, but by adulthood, that number plummets to 2%. Creativity isn’t lost, it’s smothered by systems that reward conformity over curiosity. The good news? It’s entirely retrainable.

• Raw talent only gets you so far. A growth mindset (believing your skills can improve), is what drives risk-taking, resilience, and original thinking. It’s the mindset that separates creators from spectators.

• Creativity thrives in the unexpected: tight limits, messy drafts and awkward first tries. Add sleep, sunlight and routine to the mix and you create the perfect ecosystem for breakthrough ideas.

Wider/Global Pop Culture Moments and Trends

Taylor Swift’s Latest Era? The Fiancée Era

On the 26th of August, Taylor Swift & Travis Kelce announced via Instagram their engagement, with Kelce dropping to one knee to make perhaps the biggest touchdown of his career.

What started as a playful public flirtation has grown into one of 2025’s defining pop culture moments, instantly infiltrating public media and social content with any relationship update. A quick shout-out to our favourite post-engagement content - The Breakout Hack, Krispy Kreme and Mecca Beauty.

The pair’s engagement follows the announcement of her new album The Life of a Showgirl, which is set to be released on October 3, 2025.

With the worlds of music and sport now officially intertwined, Taylor and Travis have sealed their status as the ultimate crossover couple, proving that sometimes, the most unexpected plays lead to the greatest love stories.

Breaking Barriers in AFL: Mitch Brown’s Coming Out

Mitch Brown’s decision to come out is more than a personal revelation; it represents a significant milestone for Australian sport. By publicly identifying as bisexual, he becomes the first male AFL player in the league’s 129-year history to openly embrace a non-heterosexual identity.

Throughout his career, Brown faced the heavy burden of concealing his sexuality, enduring homophobic remarks and pressure that contributed to his early retirement.

His disclosure, exclusively shared by The Daily Aus, has ignited vital conversations about acceptance and inclusivity within the AFL and the wider sporting world. With the support of fellow athletes and advocates, Brown hopes his honesty will inspire others in the LGBTQ+ community to feel seen and empowered, driving the AFL toward meaningful cultural progress and true inclusivity.

Brendan Fevola, a former Carlton and Brisbane Lions player, has rallied his support behind Brown and his decision to openly come out, stating “he has started (hopefully) an effect that encourages other people”.

Marketing Moments

American Eagle x Sydney Sweeney

American Eagle’s latest campaign featuring Sydney Sweeney made headlines for all the wrong reasons, with the tagline “Genes are passed down... my jeans are blue” sparking controversy over perceived references to eugenics. What some hailed as a clever, “anti-woke” message, others condemned as a sharp turn from the brand’s previously inclusive stance.

The situation escalated when former President Trump publicly praised the campaign, turning it into a full-blown political flashpoint. Conservative voices rallied behind it, while progressive audiences, and even former employees, called the brand out. Despite mounting backlash, American Eagle stood firm, claiming the campaign was simply a nod to personal style.

The brand’s refusal to apologise reflects a growing trend in corporate marketing: leaning into controversy for impact. And while the campaign racked up over 50 million impressions, it also came with a cost, store traffic dipped 4%, and public sentiment dropped from +50 to -31.

In today’s landscape, where marketing, politics, and pop culture are stitched tightly together, one tagline can unravel everything, or sew up a new, riskier brand identity. It begs the question, is all publicity good publicity?

Camilla & Marc, ‘Ovaries. Talk About Them’

When it comes to the world of marketing, the sayings “we’re not saving lives” or “it’s PR, not ER” may often ring true. But now and then, a campaign hits the mark that really does make a difference.

Australian fashion brand Camilla and Marc have been running their ‘Ovaries. Talk About Them’ campaign since 2019, and have raised over $2.5 million through fashion sales and public donations, driving the development of the world’s first early detection blood test for ovarian cancer.

Ovarian cancer, one of the hardest and deadliest cancers to detect early, holds a personal link for co-founders Camilla Freeman-Topper and Marc Freeman, who lost their mother to ovarian cancer when they were 11 and 13.

This year’s campaign? Fronted by Italian model Bianca Balti, who was diagnosed with stage III C ovarian cancer in 2024, the brand continues to champion authenticity and genuine alignment, reminding us of the importance of staying true to mission and purpose in all aspects of a brand campaign. And it’s a mission that so many women support, with the campaign tees worn by influencers, content creators and media personalities across Australia, creating a wave of content that cuts through the noise.