Youth Culture Uncovered 2025
Thinkhouse, hosted the seventh edition of its annual Youth Culture Uncovered series at Thinkhouse, HQ, Fumbally Lane, Dublin 8.
A Youth Panel offered unfiltered perspectives on how transparency, creativity and community matter more than ever
Bringing together brand leaders, creators and youth voices, Youth Culture Uncovered 2025 explored “Decoding Influence in the Creator Economy” – unpacking how creators, content and technology continue to reshape youth culture and brand engagement.
The event was hosted by Amber Wilson, client service director at Thinkhouse, who guided attendees through a morning of insight, conversation, and creativity.
Opening the event, Claire Hyland, head of The Youth Lab at Thinkhouse, shared the latest insights on youth behaviours and beliefs shaping influence in 2025 – what is it like to be living as a young person in Ireland today? “Being young in 2025 means diving into hustle culture, while also prioritising wellness and rejecting burnout.” Claire explored the ways algorithms, AI and culture are redefining what authenticity, attention, and influence mean for young audiences today.
A Youth Panel followed, offering unfiltered perspectives on how influence is evolving from the inside out, where transparency, creativity and community matter more than ever.
“Crashing out online isn’t always a bad thing” when it comes to building authentic connection with your audience on social media.
The morning’s keynote came from Beth Merchant of System 1, who explored the role of creators in driving marketing effectiveness.
“Well-branded creator assets are your ticket for brand growth,” said Merchant, underscoring that creators outperform all other marketing touchpoints when it comes to building future brand demand (trust, awareness, affinity).
The event closed with a lively Creator Panel, hosted by Thinkhouse, founder Jane McDaid, featuring Jim Flannagan (content creator), Rob Malone (YouTube Ireland ambassador), Dave Coffey (creative director, Thinkhouse,) and Lucy Carroll (director of The Love Network, Thinkhouse,).
Together, they explored what it means to be a creator in 2025 and how brands can collaborate meaningfully to build lasting cultural connections.
Authenticity, trust and long term creator partnerships came up consistently as the key to success in the creator economy.
As Youth Culture Uncovered 2025 came to a close, attendees left inspired by the energy and optimism of the next generation and the opportunities ahead for brands to connect more effectively and authentically in the creator economy.
The event underscored a powerful truth: the creator economy continues to be the fastest-growing and most effective force in modern marketing – driving trust, cultural relevance and long-term brand growth like no other medium.
