Authors:
Mykala Daniel, Senior Creative Strategist, OBE
What's in. What's out.
The cultural landscape is shifting and 2025 is setting up to be a turning point for brands, communities, and people as we continue to adapt to rapidly changing societal wants and needs. From everything being ‘demure’ to the summer's Brat green takeover, the heart of these trends can be traced back to a demand for deeper communal connections and innovative uses of technology to drive more authentic experiences. Keeping an eye on these five key macro trends can be the starting point in anticipating what will be in and out for the year ahead.
IN: The fight against social recession.
It’s no surprise that in 2024 we were lonelier than ever, yet more connected than we’ve ever been. Despite the rise of individualism, this epidemic has propelled more niche communities—both online and offline—to the forefront as more people are beginning to seek meaningful relationships and a sense of social belonging.
In 2025 we’ll see the emergence of more decentralized approaches to creating third spaces, immersive digital hubs, and experiences that make technology an enabler of human connection rather than a barrier. These niche communities will evolve into highly localized ecosystems, blending digital and physical worlds that are flooded with authentic connections but can also become echo chambers for various belief systems.
OUT: Age as a defining demographic.
What’s considered age appropriate is rapidly shifting and the rigid expectations around age are dissolving. With shows like the Netflix’s The Later Daters and Queer Eye’s Season 9 opener redefining finding love and embracing what makes us beautiful, older generations are redefining aging, embracing hobbies and lifestyles once considered “not for them,” while younger generations are slowing down to enjoy restorative, intentional pursuits like gardening and pen-palling. This intergenerational shift is fostering shared experiences and deeper respect for each other. In 2025 continue to look for these cross-generational collaborations to flourish, with leading brands busting through tropes to highlight universal experiences that resonate emotionally across all age groups.
IN: Redefining sustainability for a better tomorrow.
When it comes to today's consumers, sustainability is no longer a buzzword; it’s an expectation. People want thoughtful, lasting products and experiences that offer opportunities to participate in the sustainability movement themselves—through upcycling, repairs, and conscious consumption. In the coming year, look for brands and experiential moments to double down on feeding sustainable living through advancements in circular economies, more modular designs, and partnerships with environmental organizations to reinforce their commitment to the planet.
OUT: AI as a replacement for creativity.
This year AI received a lot of attention, mainly for its concerns around replacing the need for creative manpower but as the technology becomes a part of everyday life, we’ll begin to see AI step into a supportive role rather than taking over. From enhancing workflows to sparking creative ideas, AI is evolving into a tool that complements and even enhances human effort. Brands who will lead this movement will appreciate the efficiency AI brings to the creative space but still value a human-first approach that preserves authenticity. In the coming year we can look for hyper-personalized experiences powered by AI to become standard, but how innovatively it’s balanced with enabling deeper humanity will be what makes these opportunities stand out.
IN: The rising force of fandom.
The final macro trend that we will see rise in 2025 is the growth of fandoms and connected communities. From the WNBA mascot Ellie the Elephant (aka Big Ellie) to Eras, we learned just how far fans will go to be a part of the action. Fandoms are no longer just personal interests and hobbies – they’re cultural powerhouses. Fans are driving the conversation, creating micro-communities fueled by shared passions, and influencing every aspect of culture from the way we talk to how we dress. To truly harness the power of fandom marketers and brands must learn how to work with both large-scale creators and micro-influencers to truly collaborate and co-create the next big moment with these audiences. In 2025 we can look to deep niche creators and micro-fandoms to rise in influence, shaping trends and strengthening brand loyalty in ways traditional marketing can’t.
Here’s to making 2025 the year of authenticity!
2025 is all about creating real, resonant experiences that connect on a deeper level. Whether it’s fostering belonging, redefining aging, or balancing technology with humanity, success will come to those who prioritize authenticity, sustainability, and collaboration. To stay ahead of these shifts, marketers and brands can take these steps to align authentically with what’s to come:
- Build or support spaces for niche communities to connect, share, and create meaningfully.
- Highlight intergenerational narratives that foster empathy and celebrate diverse experiences.
- Take actionable steps in sustainability, like creating experiences that educate consumers or modular and durable design rather than simply offsetting your footprint.
- Use technology to enhance creativity and connection while centering the human experience.
- Collaborate with niche creators and micro-influencers to co-create authentic, resonant experiences that nurture their ability to tap into deep cultural nuances.
By leaning into these trends, brands and marketers can build stronger relationships with their audiences and find ways to embrace the changes and challenges of an ever-evolving cultural landscape.
Ready to ride the wave of 2025’s defining trends?
Let’s collaborate to create bold, future-focused strategies that resonate with your audience and drive real impact. Reach out, and together we’ll shape what’s next for your brand.