2025 trends and predictions

Cultural intelligence — 2025 trends and predictions

2024 was a tense year. With global conflicts, political upheavals, technological shifts, and economic uncertainties all serving as the backdrop for our own personal journeys, it unearthed new desires. After all, tension necessitates release, and 2025—though commencing with a little chaos itself—will be finding expressions for that release. Companies will need to be bold and clever if they want to connect with their customer, who tend to sacrifice loyalty when their bottom line is at stake. Brands have to reestablish themselves as partners in their customers’ daily lives, and that rests on the ability to inspire and raise their spirits when they need it most. Much of our trend predictions are ultimately based on that: companies framing their approach less around their brand identity and more around the customer experience, and in doing so overcome value perception.

We expect this year to be a rollercoaster, because both people and brands are ready to throw a little caution to the wind, and we’re fully in for the ride.

RENEWED EXPERIENCE

In 2025, experiences will be key in driving consumer spending—not just in terms of desire, but as a strategic opportunity for brands to create real, tangible engagement with their audiences. The economy in 2024 raised fears about spending. Despite that, people continued to invest in experiences, as seen in travel, entertainment, and dining, which remained strong even as other non-essential spending declined. Brands that engage customers experientially—rather than simply selling a product—will thrive, especially as consumers opt for cheaper alternatives in most product categories.

In 2025, in-store activations, destination pop-ups, and one-off celebratory events will be necessary to capture attention, form connections, and generate excitement. Consumers, overwhelmed by economic, political, and environmental stressors, will seek irreverent, social experiences that provide a break from the everyday. Just like Brat summer, Honey Deuces at the US Open, or the literally cheeky ‘portal’ art installation, brands that create culturally relevant, joy-driven experiences will dominate.

THE NEW AUTHENTICITY

Maybe it was the whirlwind of a strongly political year, but 2024 brought a new wave of skepticism toward the content people consume. Audiences are weary of false promises—from misleading headlines to campaigns that lose the plot (like Nike and Bumble over-indexing on edginess when their audiences actually crave positive, uplifting experiences). Consumers now demand to know what a brand truly offers them—not just what it represents—and will gravitate toward brands that put their needs first.

Over the past decade, marketing strategies obsessed over “authenticity” as a branding exercise, focusing on image rather than substance. But in 2025, authenticity will be redefined by value—what a brand tangibly provides, whether through information, inspiration, or innovation. Image will only matter when backed by credibility. As a result, marketing strategies will shift from impressions to conversion, where customer loyalty and retention outweigh fleeting visibility.

We saw this firsthand with Scout Motors’ vehicle reveal event, where instead of crafting an artificial image, we leaned into what was real and valuable: American roots, the secure backing of VW Group, and practical innovation in its upcoming vehicles. This approach resonated because it prioritized substance over spin.

ALL ACCESS AI

After years of hype, 2024 was the year AI truly went mainstream. Everyday users adopted it in its simplest form—turning to ChatGPT for quick answers or creative brainstorming—while major brands like Google and Coke experimented with AI in national campaigns (with mixed results). But in 2025, AI’s role will expand far beyond casual queries and experimental ads.

AI is now embedded in mass consumer technology, from built-in iPhone integration to business-wide AI Agents that handle administrative tasks like answering emails and filing expense reports. In marketing, AI will unlock deeper audience insights through data-driven persona mapping and streamline content creation. More importantly, it will free up resources for the aspects of branding that require a human touch—creative intuition, guest experience, and immersive production. While AI once sparked fear of automation replacing people, its true impact will be the opposite: enhancing efficiency so human creativity can thrive.

FROM VISUAL TO VISCERAL

In a world of visual overload, audiences are seeking deeper, more immersive forms of engagement—emphasizing text, sound, and ambiance over pure aesthetics. In 2024, there was a surge in literary and poetry-centered events, alongside magazines that prioritized a text-first approach with minimal imagery (The Whitney Review, Civilization, Heavy Traffic). Simultaneously, there was a renewed focus on sonic experiences, from high-fidelity sound systems and vinyl bars to intimate listening rooms like Odioba in London and Tokyo Listening Room in New York. These spaces offer a different kind of intellectual and sensory engagement—fostering in-person interaction over passive scrolling.

In 2025, this shift will only accelerate. Consumers will seek out experiences that can’t simply be reduced to a ‘photo moment’ but instead offer full immersion—whether through words, sound, or atmosphere. Brands that lean into these mediums will forge deeper connections with their audiences, creating experiences that resonate beyond the screen.

MAXIMALIST FANTASIES

The explosion of Y2K nostalgia in 2024 almost felt like a distraction from what was really happening. While Gen-Z embraced the irreverent aesthetics of early-aughts music, fashion, and pop culture, the real shift wasn’t about any one era or style—it was about rejecting a singular, overarching trend altogether. In 2025, maximalism will take center stage, but instead of one defining movement, it will manifest through a chaotic mix of microtrends.

We’ve already seen terms like ‘castlecore’ emerge, but the real takeaway isn’t about chasing trends—it’s about understanding what they’re responding to. In 2024, the rise of ‘office-core’ reflected economic uncertainty, satirizing professional wear for a generation struggling to secure jobs. In 2025, that same audience is ready to throw caution to the wind, embracing eclectic, over-the-top aesthetics that offer a sense of escapism. This isn’t about committing to one identity or aesthetic—it’s about resisting confinement altogether.

2025 will be defined by brands that understand these shifts and create experiences that resonate on multiple levels. If you want to talk about how New Moon can help your brand tap into these opportunities and lead the conversation this year, drop us a line and together we’ll start shaping what’s next.