MediaCat Monthly, Apr 23 | Age of Discontent

Research by the Smithsonian in 2020 found we're living in 'historically unhappy times', but what can we do about it? And whose job is it to make us happier?

I feel I should apologise. My job is to edit, yet this month our writers have outdone themselves. I've been swamped with great pieces. I guess our theme of discontent struck a chord. We've had articles on Sisyphus, sitting with uncomfortable, youth-washing, corecore and hopecore, inequality, psychological bias, virtual spaces online, guerilla gardening, capitalism, music, and wellness washing. To finish this 'discontented' newsletter we also have a piece on feminist horror in film. Oh, and I almost forgot to mention three podcasts we published: on gaming, magic mushrooms and Gen Z and idols.

Also, thanks to Leo Burnett Italia's Laylla AbuGharbieh for the music this month: Age of Discontent playlist.

We hope you enjoy the issue.

Mike Piggott, Editor

Confronting the uncomfortable: beyond the Age of Discontent

'Our inability to sit with uncomfortable has become a default mode for many', writes tech futurist and speaker, Adah Parris read

Sisyphus and Limp Bizkit: happiness in the age of discontent

2CV's Zachary Kemp-Hall says we're destined to keep pushing that boulder, so we might as well live by the mantra of Fred Durst and keep rollin', rollin', rollin'... read

Corecore and hopecore

'It’s an art form grown from an age defined by social media addiction, consistent crises and shared anxiety, that is nonetheless also peppered with moments of soaring joy and optimism' says cultural insight expert Becks Collins (he/they) read

Youth-washing and discontent

Weirdo's Kate Knowles says there's a discontent with people over 50 being shown in advertising, and there's an opportunity for brands to engage read

Age of discontent… really?

This month author Richard Shotton explores how psychological biases can lead us to believe the hype read

Where there is inequality, there will be discontent

President of SheSays London, Amy Dick , says that until we create an environment where women and enby people can thrive, there will always be discontent read

Happiness is everywhere. Except it isn’t

TBWA\RAAD's Romy Abdelnour says we can no longer look to governments and communities to make us happier, we have to find happiness within ourselves read

Don’t get sad, get even

'All that anger and sadness transmuted before my eyes into an intense, radical desire to find my own joy at any cost' Non-binary creator Ren Bowman shares heartfelt and personal experiences on their journey to happiness read

Finding our virtual third spaces, and happiness, online

UNIT9's Hannah Seckendorf on how immersive tech hints at the promise of a happier online future, and how AR and VR might be able to give us those spaces read

The rise of Botanarchy

'Guerrilla gardening is back in business, as a new generation reimagines this nature-based direct action to clap back against capitalism, climate change, and social inequality', writes activist and author, Ellen Moynihan read

Can work make us happy?

Mumbai-based brand consultant Neha Kulkarni says we need a different paradigm to define success read

How to find happiness after 2020

Writer Ben Kay investigates why Americans have been a bit sad lately, and how we confuse happiness and pleasure read

Consumerism and the need for hot, fast joy

Creative at Citizen Relations, Gigi Rice , argues that we should stop approaching creative work from an angle of fear. All it takes to give people joy, is to do it read

The pursuit of happiness is a battle against capitalism

'Marijuana is big business' says strategist Fola Enifeni , 'and mindfulness is a workplace routine' read

From nepotism to underdog in the creative industry

The PHA Group's Creative Director, Mike Chivers , on how talent, like ideas, can come from anywhere read

The ‘Age of Discontent’: how sound can aid optimism

'In crisis, the soundtrack to our lives is so important' writes MassiveMusic's James Bargent read

How can brands contribute to increasingly urban lives

Interbrand's Dr Nick Coates and jump! innovation's Joshua Proctor on how brands can build relationships with today's city-based citizens read

Happiness and the guilty conscience

From Pope Francis' puffer jacket to Gwyneth Paltrow's day in court... cultural insight specialist Victoria Gerstman says that enjoying cultural moments shouldn't take away our concern over world events read

Wellness washing and the glamorisation of mental health issues

'Brands not in wellness should stop talking as though they are', urges Brandwidth's Imogen Kemp - Hunt read

How brands can lure Gen Z: balance exclusive against available

'Exclusivity cannot be the be-all and end-all, it should just be one of the cogs in the machine', writes Seed's Alex Diprose read

Behind Thailand’s working-class smiles

'Employee mental well-being starts with leadership support, but in Thailand do leaders know what that is?', asks Lita Ann Steinbring read

The Maiden, Mother and Crone: feminist horror in film

To end this month's newsletter MediaCat Magazine's Editor-at-large, Natasha Randhawa, explores how nine films subvert societal norms as our female protagonists age: from Jennifer's Body to The Babadook read