Brandwatch Bulletin #183: Should You Clap When the Plane Lands?

Let’s dive into the biggest social debates.

7 March 2025

Does pineapple belong on pizza? Is it weird to sleep with socks on? Should you clap when the plane lands? These questions divide the internet. And whether you have a minor preference or an opinion you’ll definitely defend; you likely sit on either side of the fence.

From social etiquette squabbles to food feuds, lets dive into the social data across some common debates to see which side has the majority.

So, let’s find out who’s right. And – more importantly – who’s wrong.

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Daily life dilemmas

Let’s start strong: subtitles. On or off? You probably have an answer straight away – and it’s likely you have someone in your life that sits furiously on the other side of the fence (or couch). So, instead of compromising – let’s find out the pros and cons.

We used Brandwatch’s Iris AI to dig into almost 3 million mentions about subtitles and discover which topics appeared most frequently. And they were all in favor of subtitles.

The biggest topic was all about accessibility: subtitles banish language barriers, enhance comprehension, and even help with literacy levels in children. Jack Black even became a proponent in this conversation – posting on X about how subtitles are important for children’s development.

Even the negative topics were in favor of subtitles – including frustrations when subtitles aren’t available, suitable, or reliable. (So, if you aren’t already including subtitles in your branded work – now’s the time to start).

While it’s hard to get a definitive yes or no from the social data, it’s clear to see that millions of people like having the option of subtitles – so if you’re not a fan, you’re probably in the minority.

Let’s dive into another common household debate: should you sleep with socks on? With enthusiasts on both sides, the topic is so divided that even experts aren’t sure.

Some studies have found that socks can help you fall asleep faster – warming the feet causes blood vessels to dilate, which signals the body to cool down before bed. On the other hand, some critics caution that wearing socks to bed can cause overheating, especially if made of non-breathable materials.

So, because the debate is divided, let’s rely on old faithful: the social data.

Well, online, opinion is pretty straightforward – socks in bed are a huge no-no. 68% of emotion-categorized mentions showed disgust.

From partners hating when their significant other wears socks in bed to people saying socks make it harder to sleep, social media is full of barefoot sleepers.

And while joy accounted for 16% of mentions, it’s not enough to trump the nay-sayers.

So, now we’ve looked into some debates that divide us on the daily, let’s satisfy our food cravings.

Solving the biggest culinary debates

We searched for public conversations about common food debates using Brandwatch Consumer Research, to see which sides take the cake.

Firstly, let’s begin with a question that divides pizza lovers: is pineapple a viable topping? With an average of over 43,000 online mentions happening every single month in the pineapple-on-pizza conversation, it’s clear that this topic is something we all feel incredibly strongly about.

When diving into the sentiment on this topic, a large 61% of online mentions conversation were negative – almost two thirds of users expressed distaste for the topping.

Some users share their disgust while others go as far as saying pineapple-fans deserve to go to prison. What’s clear is that pineapple-haters are vehemently opposed to the topping making its way onto pizza.

And if you prefer your pizza sweet, don’t worry – the minority still puts up a fight. (However, maybe skip following Domino’s UK on X).

Another common qualm for food lovers is the age-old debate: do you prefer your peanut butter crunchy or smooth?

With 64% of the share of voice belonging to team crunchy, you might be tempted to think people prefer it. Yet a different story can be told when diving into the emotion behind these mentions – and it’s all team smooth.

People are much more likely to express joy in posts about smooth peanut butter. But that doesn’t mean the debate is over – 3,500 individuals chime into this conversation every month.

Understanding consumer opinions

So – clapping when the plane lands – yay or nay? According to online conversations – it’s a huge nay. An overwhelming 70% of mentions were categorized as negative.

Social dilemmas like this one crop up all the time. And whether it’s as simple as common social crimes or as complex as public opinion towards emerging trends, brands can tap into online conversations to tune into what their audience deems right and wrong.

At the end of the day – understanding your audience is at the heart of any successful brand exercise. And while social listening might not give you all the answers, it can certainly point you in the right direction.

Oh – and before we go – while clapping when the plane lands is apparently a huge no-no, it’s certainly a nice ‘thank you’ to the pilot.

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*Note: The Brandwatch Community is currently exclusive to customers of Brandwatch Consumer Research, but stay tuned for updates.

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See you next time,

The Brandwatch Bulletin team

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