When the stars align, they illuminate the path forward.
At our virtual event last Wednesday, This and Yap: Getting Attention in 2025, we (Jaimee Estreller, VP of Platforms and Culture, and Hayley Grant, VP of Strategy) mapped out the trends shaping consumer behavior and brand opportunities. Their message: brands that stay culturally relevant will thrive.
Let’s dive into the four key trends and some bold predictions for the year ahead.
The “Party Deficit” and Social Rehab
The pandemic reshaped social habits, leaving many struggling to connect organically. From facilitated meetups like NYC’s Hot and Social to trends like TikTok’s “home cafés,” there’s a growing appetite for curated, offline interactions.
Prediction: Galentine’s Day will kick off “hangout season,” with brands leveraging this trend into spring and summer activations. From Cinco de Mayo parties to in-store community events, companies have an opportunity to become facilitators of meaningful social moments.
Vices Are Back
Self-improvement took a backseat to indulgence this year. Think diet sodas, “brat culture” music, and Jimmy John’s tongue-in-cheek “Dime Bag” campaign. As Gen Z redefines “bad habits” as playful acts of individuality, the opportunity for brands lies in celebrating the imperfect.
Prediction: A major celebrity like Selena Gomez or Meghan Markle will host an intimate event inviting fans into their world, showcasing “imperfect perfection.” On the product side, expect restaurants to roll out “vice menus” with secret indulgent offerings accessible only via coded signals on social media.
Archival Revival: Nostalgia Meets Newness
The past isn’t just coming back—it’s being reinvented. Gen Z’s love for analog cars, digital cameras, and curated fashion looks from decades past speaks to a desire for authenticity with a twist.
Prediction: General Motors will re-release the Geo Tracker, complete with a tape deck and CD player, tapping into the trend for “analog cool.” In fashion, we’ll see more brands like Coach debut multi-level flagship stores featuring vintage collections and upcycled pieces—blending sustainability with nostalgia.
For the Lore: Storytelling That Sticks
Welcome to the age of internet lore. Viral moments aren’t just trends—they’re sprawling narratives with sequels, multiverses, and Easter eggs.
Prediction: A major studio like A24 will hire a “Chief Lore Officer” to manage interconnected storytelling across their projects, while a TikTok-originated story will inspire a feature film that wins Best Adapted Screenplay at the Oscars. For brands, embracing participatory storytelling—like Dunkin’s viral Halloween spider donut—can turn small moments into cultural movements.
Key Takeaways for 2025
- Activate Quickly: Trends move fast. From Valentine’s Day activations to summer blockbusters, timing is everything.
- Be Bold: Imperfection and individuality resonate. Don’t shy away from pushing boundaries.
- Engage Authentically: Understanding the “why” behind a trend allows brands to connect deeper with audiences.
The Attention Update closed with a simple yet impactful reminder: stay curious, stay connected, and most importantly, stay relevant.
What trends are you predicting in 2025?
