Last week, we issued a secondary set of three trends we think will be important to note, in addition to the to the original 20 we issued back in January. Two of three are connected to the Russian invasion of Ukraine: media coverage about fighting disinformation and about the energy crunch (as a result of higher gas prices — and both of those have been validated in media coverage that appeared after we published that blog post.
The third trend we identified was that the word “vibe” is trending. We don’t exactly know why but we’re seeing it and felt it worth discussing on our blog.
As it turns out, CNN and Axios this week validated our prediction by using vibe within the same 24-hour period.
In teasing up it’s SXSW coverage, Axios said: “Situational awareness: Kerry is still at SXSW, which continues all week. More on the vibes and highlights of this year’s conference below.”
Meanwhile, CNN’s Reliable Sources newsletter, an excellent source for media news, used the word in highlighting a New York Times opinion piece. Check it out here:
This NYT Opinion headline crystallizes the “vibes” of the moment: “There Are Almost Too Many Things to Worry About…” (NYT)
So we dug a bit more and found that New York Magazine wrote a story in Feb. headlined: “A Vibe Shift is Coming” by Allison P. Davis. Apparently, “Vibe Shift” originated in 8Ball, a Substack newsletter by Sean Monahan, who is known for coining normcore fashion — something that had nothing to do with Birnbach Communications president Norman Birnbach, despite some people’s assumptions. Here’s how Davis describes it: The concept behind
A vibe shift … is that In the culture, sometimes things change, and a once-dominant social wavelength starts to feel dated. Monahan, who is 35, breaks down the three vibe shifts he has survived and observed: Hipster/Indie Music (ca. 2003–9), or peak Arcade Fire, Bloc Party, high-waisted Cheap Mondays, Williamsburg, bespoke-cocktail bars; Post-Internet/Techno Revival (ca. 2010–16), or the Blood Orange era, normcore, dressing like The Matrix, Kinfolk the club, not Kinfolk the magazine; and Hypebeast/Woke (ca. 2016–20), or Drake at his Drakest, the Nike SNKRS app, sneaker flipping, virtue signaling, Donald Trump, protests not brunch.
The idea is that we’re now in a post-pandemic vibe shift, and that may be why the word “vibe” is seeing a resurgence not seen since the 1970s.
Will “vibe” survive the “vibe shift”? We think it will because it seems clear there’s a lot of societal change.