Emerging Cultural Phenomena in 2025 and Beyond: A Look Ahead
In 2020, the word "unprecedented" marked the Word of the Year, reflecting the profound impact of the pandemic on global dynamics. Five years later, the world has witnessed a surge in what was once considered unusual and rare, as traditional systems falter amidst unprecedented changes. This shift in societal norms has been compared to the transition from Super Mario Bros, where life progressed through linear stages, to the game Grand Theft Auto, characterized by unpredictability and numerous challenges. With no clear roadmap, leaders are compelled to be more adaptable and proactive in the face of constant surprises, particularly in an economy plagued by instability and an uncertain future.
This report examines seven key cultural trends that will shape the coming year and beyond, shedding light on the evolving societal landscape.
Eroding Globalization
Established after World War II, global organizations were designed to facilitate international cooperation and free trade. These organizations fueled the expansion of large corporations through access to new markets, cheap materials, and labor from around the world. Consequently, globalization made products more affordable and businesses more successful.
However, the rapidly changing global landscape has led to a shrinking world and growing divisions. Per the World Trade Organization, global trade is now expected to contract instead of expand, a grim indication of the current state of globalization. Climate change poses another daunting challenge, with industry leader Günther Thallinger warning that it could potentially disrupt capitalism by damaging markets and society if unaddressed. To combat these challenges, businesses must shift their focus from simply extracting value to creating it, akin to fishing in a depleted lake.
Generation Gap in Wealth and Influence
In many respects, the 21st century has witnessed a dramatic improvement in human living conditions, with longer, healthier, safer, and more prosperous lives than ever before. For instance, the average life expectancy increased from 32 years in 1900 to 73 years in 2025. This progress has undoubtedly lifted billions out of poverty and disease.
Despite these advancements, the benefits of longevity have slowed the transfer of wealth and power between generations. For example, in the United States, Baby Boomers, who constitute 20% of the population, hold 52% of the country's wealth. This disparity between decision-makers and those who will bear the consequences of those decisions is increasingly widening, leading to resentment and disenfranchisement, particularly among the younger population.
Presence of Older Age Group in Advertising and Workforce
Older individuals are rarely seen in advertisements, with a study showing that only 4% of people worldwide in ads are aged 60 or older. This lack of representation perpetuates ageist stereotypes and overlooks the significant role older individuals play in society.
In the workplace, the presence of five generations working together for the first time presents a unique opportunity for intergenerational learning and collaboration. Companies can foster connections between generations by designing programs that encourage mentorship and the exchange of knowledge.
Delayed Adulthood and Financial Struggles
Traditionally, adulthood was considered to begin at the age of 18, a threshold now challenged by the financial difficulties faced by Gen Z. Young people often change jobs frequently, maintain side hustles, and live with their parents longer, delaying their entry into adulthood. This generation also exhibits a growing mistrust in large corporations, exacerbated by their failure to provide stable employment and social security. As a result, these young adults are often reluctant to purchase homes, marry, or start families, posing challenges for businesses that rely on mass consumption. To connect with this demographic, brands should focus on providing financial support and addressing their concerns.
Nostalgia and the Search for Identity among Young Men
The delay in attaining adulthood, coupled with the gender wage gap, has led to feelings of confusion and disillusionment among young men. While women have made substantial strides in education and employment, young men struggle to find their place in society. Many young men are turning to traditional gender roles and religion as a means of coping with their feelings of lost identity, exacerbating existing gender disparities. To counter this trend, marketers should strive to promote positive and inclusive representations of modern masculinity.
The Rise of Individualism and AI
The emergence of AI and technology has given rise to a culture of individualism, facilitate self-isolation, and reduce real-world human interaction. While technology offers numerous conveniences, the decrease in social interaction has led to increased feelings of loneliness, particularly among Gen Z. Despite this, young people still desire genuine human connections and rich, authentic experiences. By facilitating virtual and real-world connections, brands can cater to this desire and bridge the gap between virtual and real-life interactions.
Revival of Local Cultures and Support for Small Communities
The internet and media have empowered local communities and minority cultures, giving them a platform previously unavailable. This shift towards embracing diversity has led to a new appreciation for unique, regional cultures, such as Korean dramas and Puerto Rican music. This trends spells good news for brands, as connecting with these niche communities can lead to valuable partnerships and increased brand loyalty.
One issue of particular concern is the rapid advancement of AI in the workforce, as it continues to reshape the global economy by automating jobs and making decisions. Some industries, like graphic design and writing, are especially vulnerable to AI incursion, leading to job displacement for human workers. In response to this shift, discussions of universal basic income have gained traction, as policy-makers grapple with the question of how to maintain human relevance in an AI-dominated world.
Published: 26th May 2025
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- The report discusses the impact of artificial intelligence on the workforce, suggesting that industries like graphic design and writing are particularly vulnerable to automation, potentially leading to job displacement for human workers.
- In the realm of politics, the rise of AI also raises questions about human relevance in an increasingly AI-dominated world, sparking discussions of universal basic income as a potential solution.
- On the other hand, the advancement of technology is also encouraging the revival of local cultures and support for small communities, as the internet and media provide these groups with a platform previously unavailable.
- In the economy, the global economic landscape is influenced by a shrinking world and growing divisions, with global trade now expected to contract instead of expand, a stark contrast to the expansion facilitated by globalization in the past. This, coupled with the disruption caused by climate change, poses challenges that businesses must address by shifting their focus from simply extracting value to creating it.
