The confetti is now settling on new year celebrations, and we’ll need to embrace a 2025 full of uncertainty and possibility. The world around us continues to evolve at an unprecedented pace across shifting values, technological advancements, and rewritten rules. New trends are reshaping how brands and advertisers engage with our audiences. We need to not only stay ahead of these trends but also understand the deeper motivations behind them.

We’ve asked a few of our team members to share the cultural trends they’re most interested in and excited about for 2025. From a hunger for authenticity to being mindful about our consumption — these insights offer a glimpse into what’s next for the advertising world and beyond.

Copywriter Liyana Hidhir believes that in 2025 more people will choose to go offline. “We’re already seeing it in changing Instagram habits, trends like de-influencing, and a craving for authenticity. For advertisers, this opens up opportunities to create compelling offline experiences that consumers can enjoy in real life.”

At the same time, Liyana points out a trend in the other direction. “I’m excited about creators becoming their own creative powerhouses. With access to educational resources, generative AI, and the democratisation of content creation, more creators will delve into areas like short films, long-form content, writing, and music. As advertisers, we need to nurture partnerships with these creators, treating them as collaborators rather than just influencers.”

As people reflect and evaluate their lives and choices more, mindful consumerism is quickly gaining momentum. Associate Account Director Hweeling Koh says, “Young people, in particular, are drawn to brands that prioritise ethical and sustainable practices, support mental health, and genuinely align with their values. This goes way beyond just looking for eco-friendly products; it’s about embracing a lifestyle where every decision, from what you wear to what you watch, is made with conscious intent.”

To stay relevant, advertisers must focus on authenticity, sharing genuine stories and tangible evidence of sustainability. Hweeling believes that influencer collaborations will shift toward voices with a true passion for these causes, and advertisers should focus on building trust over time rather than relying on quick, flashy campaigns.

“Users are jaded by fronts and facades,” says Junior Copywriter Cheryl Lee, who tells us 2025 will continue to see the teardown of shiny exteriors and a yearning for authenticity.

“We’re seeing random photo dumps replacing curated Instagram posts, ‘I bet you didn’t notice’ TikToks embracing imperfections, and influencers de-influencing overhyped products and lifestyles. For an industry famed for producing neat and polished aesthetics, this movement towards deconstructing facades and sharing without varnish further affirms the age-old approach of raw, human-centric storytelling.”

“The concept of an ‘escape’ is undergoing a transformation,” says Global Planning Director Cleef Chong. “While traditional escapes were about relaxation, a new wave of ‘athletic wellness escapes’ is emerging. High-intensity workouts and physical challenges are becoming central to luxury retreats, offering a blend of physical exertion and mental rejuvenation.”

Luxury destinations are taking note: Fairmont Windsor Park, for example, boasts a sprawling 272m² indoor wellness gym featuring a group cycling studio, reformer Pilates, and sports performance coaching, among other facilities.

“This evolution presents a compelling opportunity for destination brands to attract a new, affluent tribe seeking transformative wellness experiences.

Consulting Partner Robin Nayak says, “With diverging audiences, technology and AI blurring traditional definitions of products or services and an insatiable Instaverse of people wanting to discover and experience something new, I foresee a rise in brand collaborations that span seemingly unconnected businesses. For advertisers, these collaborations are a reminder to think outside the box and explore unconventional synergies that align with consumer passion points.”

For example:

• Ben & Jerry’s x Netflix: The ice cream brand launched flavours such as “Netflix & Chill’d” to celebrate binge-watching, combining food with entertainment.
• Balenciaga x Fortnite: The fashion house designed digital outfits for Fortnite characters, bridging high fashion with gaming culture
• KFC x Crocs: A quirky partnership where Crocs released fried-chicken-themed clogs, complete with scented charms.

2025 and beyond

As we watch these trends unfold, we should remember that culture is fluid, nuanced, and deeply connected to the human experience. By embracing these shifts and aligning with the values they represent, advertisers have the chance to not only stay relevant but also foster meaningful connections with our audiences.

Image Credits: Fortune, TikTok, Vogue