Well it’s only January and we feel like we’ve already lived through a full year of news cycles This whole issue is about the rise of new systems as we see the old ones get demolished, and boy are we seeing that come to life, between the country both on fire and freezing, and a new administration putting the capital D in Demolish
In a recent survey of fashion executives, CEOs were asked to rank their top concerns In 2024, it was geopolitical instability, in 2023 it was inflation In 2025, the hot question in their minds is the consumer What are they feeling? Will they spend? And if so, on what, where, and how?
No wonder they’re asking The consumer in some ways seems inscrutable, despite our having access to unprecedented amounts of data And perhaps that’s the real issue The data doesn’t help as much when the consumer is far more nuanced and complex than data shows us After all, consumers are human, and humans are messy social media gave us the firsthand view of what culture really looks like
This issue acknowledges of the messiness, and we are navigating through it, finding the paths forward We feel more than ever that the old systems we were brought up in are breaking down Institutions, norms, companies things we trusted have betrayed people too many times When people get fed up, revolution follows
The six macro trends we share in this issue provide a framework for new, innovative, creative thinking. Success depends on businesses achieving a high level of cultural fluency these macros are like your cultural Duolingo
Messiness (we expect a lot of WTF and gulp! moments) aside, we’re excited When we look at the macros, we see lots of opportunities to serve the consumer in this new world More than ever, people want to feel heard, to feel inspired, to feel safe and well They want to know there is a future in which they can thrive When we let go of the past and embrace the reality of today, we can navigate forward with peace and confidence Let’s be resilient, not resistant.
CO-CHIEF IDEAMAKERS AND BANTER BANDITS andproudco-foundersofBrandLoveLab
Trust in institutions government, media, corporations, and even community structures has steadily eroded over decades, driven by historical failures, technological disruption, and cultural shifts This breakdown has left individuals disillusioned, fragmented, and searching for new ways to navigate a chaotic world Yet, in the wake of this collapse, we see roots of a transformative societal system emerging, grounded in decentralization, intentionality, and collective values Maybe it’s the first flowers growing from cracks in our societal sidewalk
It’s been death by a thousand paper cuts since the 1960s Government missteps like Watergate and the Iraq War revealed corruption and dishonesty, while corporate scandals, including Enron and the 2008 financial crisis, showcased unchecked greed and negligence These failures were compounded by the rise of economic inequality, as globalization and automation widened the gap between elites and the general public Institutions appeared increasingly disconnected from the needs of ordinary people Remember Occupy Wall Street?
The digital age has exacerbated these issues Social media and the internet, while democratizing information, have overwhelmed society with "junk info" low-quality, emotionally-charged content that distracts, misinforms, and polarizes As substack author Gurwinder argues in his geniusly-named The Intellectual Obesity Crisis, this abundance of empty-calorie information has clogged minds, paralyzed critical thinking, and amplified outrage culture The media’s use of “ragebait” and sensationalism to capture attention only deepens societal divisions and erodes faith in journalism We’ve been primed for outrage, and that’s bad for society
Cultural fragmentation also plays a key role The decline of community organizations, unions, and religious institutions has left individuals isolated, with fewer shared values or support networks Hyper-individualism, a legacy of 20th-century cultural shifts, has further undermined collective trust, replacing communal bonds with self-reliance and personal branding Institutions, seen as hierarchical and exploitative, no longer align with the expectations of a generation raised in the transparency of the digital age
However, out of this turmoil, a new societal system is emerging Decentralized networks, community-driven initiatives, and purpose-driven organizations can step into the void left by traditional institutions Digital platforms, such as blockchain, are fostering trust not in hierarchical entities but in transparent, peer-to-peer systems Micro-communities (we love the mommunes!) built around shared values are forming to address specific needs, offering an alternative to monolithic systems
Purpose-driven organizations will be critical Companies that have rolled back DEI initiatives in part as a response to shareholders and consumers must find a way to ground in their values, prioritize transparency, and rebuild trust Companies that invest in societal well-being will be wellpositioned to gain the loyalty of consumers who feel disillusioned by hollow words and actions
The collapse of trust is not the end of collective systems but their transformation A hybrid model is emerging one rooted in shared purpose, distributed power, and the prioritization of human connection over profit or control. This model, though still nascent, holds the potential to rebuild trust, redefine institutions, and create a more inclusive and participatory society
The world is changing, and so is the way we live — and the way we define the “American Dream”
“American Dream” = nuclear families, 2 1 kids
From To
New family structures, delayed parenthood, multi-generational, and communal living
Ownership - traditional overt symbols of wealth - a big house and luxury car
Polarization and disenfranchised masculinity
Value equating to low price and discount
Hustle culture and relentless "grind"
Traditional search engines
Google search bar - we’re talking about you!
External Validation “Social Media Likes”
College graduates
Low-quality content, spread of misinformation, and erosion of trust
Experiences - prioritizing travel, meaningful work, living authentically, & human connections
Rise of alpha male and intersectional masculinities - combining confidence and strength with empathy and vulnerability
Value is multi-faceted - encompassing price, quality, durability, and sustainability
Productivity maxxing: balancing work-life priorities while optimizing time, with side hustles evolving into full-time careers
Internal discovery, reflecting in trends like mindfulness, journaling, and solo travel
New wave of blue-collar
"Slow information" practices Critical thinkers and community driven verifications Digital detox and device-free zones
Culture: How Humans are Deprocessing the System
Technology should work for us, not against us, but it often doesn’t feel that way. Here are the big themes we see in people’s efforts to rebalance their online and IRL existence, and restore human connection and rebalance their natural life force.
Disconnecting to Reconnect: Consumers are recognizing the need to disconnect from the digital world and reconnect with nature and real-life relationships This includes taking digital breaks, prioritizing in-person interactions, and engaging in activities that foster mindfulness and well-being, like Reading Parties (check out the folks of Reading Rhythms)
Seeking Texture and Sensory Experiences: Consumers are craving tactile, sensory experiences that ground them in the physical world This includes activities like spending time in nature, engaging in creative hobbies, and seeking out products and experiences that appeal to their senses of touch, smell, taste, and sight This is a big reason fragrance, travel, crafts, and activewear are all en fuego businesses.
Building Community and Belonging: Consumers are seeking out communities and shared experiences that foster a sense of belonging and connection This includes online and offline communities, events, and activities that bring people together around shared interests and values Raise your hand if you are in a book club, run club or know someone who just joined Like, everyone And also let’s talk about the increase in bible book purchases Religion and spirituality are going to be huge over the next decade or more
As culture moves online, vital data and ancient techniques risk being lost, fueling a renewed interest in preserving heritage, craft, analog nostalgia, and storytelling Bookstores are evolving into destinations for tactile inspiration and human connection Kaia Gerber, a Gen Z book enthusiast, calls reading “sexy” and leads a club called Library Science
“Handmade Christmas gifts” increased by 60% from October 2023 to October 2024, “highlighting a growing trend across Gen Z users towards personalized and DIY gifting ideas.”
We believe books and reading are an ideal retail stage, in part because they provide space for positive human connection #BookTok
US adults who have completed a craft in the past 12 months (Mintel)
4x
Number of board game events organized (Partiful)
Businesses: New System Playbooks
Needed
In our era of rising individualism and fast-moving cultural trends, it’s time to create new playbooks that connect business and cultural intelligence.
The Limits of Data-Driven Companies. As the zeitgeist continues to generate more and more “pocket” communities of niche subcultures, there are harder limits to data We know that modern brands need to embed in culture but when culture is fragmented, inherently messy, esoteric, and subjective, it’s challenging to quantify and clearly tie financial value to cultural concepts and their relevance This is why agile upstart brands like Rhode are able to rocket into mass cultural awareness in ways that make bigger, more established brands drool with envy
The demise of DEI We believe purpose-led companies are more important than ever, but we also have to acknowledge the attack on DEI nationally It’s hard to say what happens here, but we hope it galvanizes more companies putting effort into improving the holistic well-being of society- from basic needs (I can afford food and shelter) to higher needs (I am loved, have a purpose in life). To do this for real, would necessitate a real shift in priorities for companies ie stop putting shareholders first, at the expense of people.
Brands struggle to navigate long vs short culture. Being on-trend doesn’t mean chasing every conversation in social media (we think of the social chatter as like a high school lunchroom there’s probably a few great discussions but there’s a lot of silliness that should never leave the cafeteria) Without a strong point of view of your brand’s place in culture, then you’ll exhaust yourself chasing short trends (demure, mob wife) vs investing in the long trends (quiet glamour, maximalism)
What even is marketing anymore? One agency released a report that said partnerships is marketing The smartest, bold companies will rethink marketing as part of a holistic ecosystem with merchandising and design, intersected with the realities of modern consumer mindset and behaviors.
No room for mediocrity. Many companies that were powerhouses for decades failed to evolve for a more discerning consumer with lots of choice The bankruptcies in 2024 weren’t all undeserved This is how the retail world regenerates, folks
We look at core American consumer values how they have remained constant and yet how people think about them is evolving with the times
Trust
The degradation of [online] experience and the rising likelihood of being misled means consumers must constantly ask themselves, “Is this real?” in multiple contexts, and on platforms they once trusted.
An erosion of trust has happened everywhere: in the news, in institutions, in doing business What’s happened: a complex interplay of technological advancements, shifting consumer behaviors, and frankly, a lot of bad actors that have made doing business online fraught with frustration and outright risk AI has made “fake news” too easy to create, and harder than ever to discern its authenticity (or lack thereof)
While synthetic creativity holds promise, synthetic content has eroded consumer confidence Fake product reviews, misleading images, deepfakes, malvertising all contribute to consumer skepticism, meaning brands have to work harder than ever to earn consumer trust
Exacerbating this issue is the problem of algorithmic content Search engine results are cluttered with irrelevant content and sponsored posts Social media algorithms prioritize engagement over authenticity, amplifying, simply, crappy content If the digital world feels like a garbage dump, it’s because it is
As a result, consumers are turning to niche communities, trusted experts, and demanding more transparency and greater accountablility from brands and platforms.
WHAT WE’RE SEEING
WILD WEST OF EXPRESSION
Where high-quality, trustworthy information will commingle with garbage and misinformation. That's what free speech absolutists have long fought for That puts a heavy burden on us, as individual consumers of news, to be super-savvy in spotting and sharing what's real and what's crap It also gives a massive advantage to those with the biggest platforms or biggest followings including Musk himself
Fueled by advancements in technology, the rise of AI, and the pervasive influence of social media and fake reviews These images whether manipulated, out of context, or entirely fabricated have the potential to distort reality, misinform the public, and fuel societal divides
As people become more skeptical of what they see and read online, they’re turning to tangible, analog, and explicitly human experiences to regain a sense of trust and reality. FUELING: Growth of anything that feels explicitly human and made by hand
ALTERNATIVE MEDIA
Alternative media embodies a shifting landscape where diverse voices, decentralized platforms, grassroots creators, niche audiences are reshaping how people consume information and engage with the world Challenges to legacy media have opened the door for alternative media, fueling the rise of platforms like Substack, YouTube, and Twitch, where creators deliver niche, unfiltered, and independent content.
The "F*** it" attitude is more than rebellion it's a declaration of self-worth and a refusal to conform to pressures that detract from happiness While it may ruffle some feathers, it represents a cultural shift toward prioritizing authenticity, well-being, and meaningful living
Authenticity
"Consumers today are highly attuned to authenticity, immediately recognizing (and often rejecting) content that feels manufactured for mass appeal. They value transparency and genuine interactions over polished advertising, and show stronger engagement with content that feels specific to their communities and interests."
"Keeping it real" is a critical trend, with consumers favoring brands that showcase real people, embrace imperfections, and align with their values This shift underscores a growing "cost of hesitation" as consumers struggle to distinguish between truth and fabrication, impacting their purchasing decisions and online interactions
What’s authenticity mean in 2025 and beyond?
Get a little grittier. It doesn’t mean naughty, it just means you don’t fit in a neat box. We think vibes like sleaze and punk will be more overt in the future Be a little playful come on, we’re humans Engagement shouldn't feel like corporate speak
Niche Communities & People
People who embrace who they really are It might be a food writer who is also a cabaret singer (true story!) People who aren’t afraid to celebrate their contradictions and non-linear identities
Be transparent. If your company doesn’t hold a value, don’t pretend to support that value because it’s in the cultural zeitgeist
KarimRashid
EmmaChamberlain
theKelce’s
Value
"I think every consumer cares about value. Whether you’re a billionaire or whether you’re scraping by on $12 an hour, every consumer cares about value and making sure they're putting money into something that reflects what they care about."
Information overload, environmental concerns, and economic pressures are pushing consumers to evolve their shopping habits and even how they define value is changing The lowest price is no longer the only value factor Consumers’ time, effort, and individual needs are now important factors in their overall definition of value They will be seeking experiences that deliver holistic value, inclusive of the time spent shopping
Seeking Quality, not Crap: It’s not just cheap stuff that falls apart, either There is growing awareness of the negative environmental impact and toxicity of many cheap, mass-produced products Shoppers are increasingly turning to outlets, off-price retailers, and resale platforms for better quality This trend is expected to continue even as economies recover, highlighting the lasting impact of cost-conscious behavior and frustration with low-quality products Private brands continue to be attractive alternatives to shoppers.
Time, Effort, Accuracy: Consumers are increasingly frustrated with the inefficiencies of online search, viewing their time as a valuable resource They are no longer willing to sift through countless irrelevant results, indicating that a simple low price is not enough to compensate for a poor user experience Consumers are expressing a clear need for tools and platforms that deliver value by respecting their time and effort This is why platforms that can offer more personalized, simplified, and accurate experiences will win.
Shaboozey: “My dad was an immigrant here from Nigeria, but he was always talking about Kenny Rogers and Don Williams and Dolly Parton I’m like four or five years old, and I’m like, Who are these people?”
FLUID INDIVIDUALISM: THE ERA OF CONTRADICTIONS
Forget what you think you know about demographics, about men and women, gen z and millennials, singles and couples, conservatives and liberals, high-income and low-income Societal and cultural norms may seem upside down, but really, people are embracing their contradictions, and people are full of them.
We’ve entered the age of “Fluid Individualism,” where identity, aspirations, and affiliations are flexible, multidimensional, and nonlinear Identity is messy, but humans are forever seeking sense and order via neat constructs of who we should be and how we should behave What we see today is truth and rebellion In a show of classic American spirit, people are saying “I am what I am.”
Brands, communities, and policymakers will need to navigate an era where traditional demographics give way to psychographics and values-based segmentation.
We will see more people align with movements, ideologies, and behaviors that appear incongruous (e.g., eco-conscious crypto enthusiasts, off-grid influencers with millions of followers). We will see more non-traditional social constructs (such as “mommunes”) that challenges long-standing norms of family, relationships, and autonomy (like buying a house with your spouse)
As consumers feel more confident in rejecting societal norms, we’ll see traditional aspirational narratives (like owning a luxury car) give way to experiences and products that reflect individuality and authenticity If anything, authenticity is entering it’s “postauthentic” era.
There is no such thing as taboo.
“Overthelastdecade,techplatforms have cometo effectivelydictatetaste at scale,flatteningculturebyalgorithmic means.Callit‘TheAge ofAverage, ’ ‘Filterworld,’ ‘AlgoSupremacy, ’ or ‘CulturalHomogenization.’ It’s allthe same.
Whatwe ultimatelyrequire – more than curators replacingalgorithms –is the energyto explore,discover and share new works,andthe selfconfidencetodevelopindependent taste… evenifthat means enjoyingwhat no one elsedoes,or enjoyingexactly what everyone elsedoes.”
Contradictions are becoming mainstream People align with movements, ideologies, and behaviors that appear incongruous (e g , eco-conscious crypto enthusiasts, off-grid influencers with millions of followers)
The rise of non-traditional social constructs such as “mommunes” and co-housing challenges long-standing norms of family, relationships, and autonomy People are moving towards holistic, value-driven decision-making over binary choices dictated by societal expectations
Traditional aspirational narratives (e g , owning a big house, a luxury car) are giving way to experiences and products that reflect individuality and authenticity
Jennelle Eliana Long's video titled "How I shower living in a van" has 12 million views on YouTube
categorization,
Interesting, if confounding, dichotomies that reflect the complexity of modern society.
The consumption of candy and snacks is increasingly linked to self-care, comfort, and joy, highlighting a broader shift toward “soft wellness” and lil’better alternatives.
Fluid Individualism a cultural shift where personal identity, values, and aspirations are flexible and multidimensional is reshaping how we see ourselves and the brands we love It’s a rejection of neat categories as well as a signal that people are weary of trying to keep up with unrealistic expectations
Artists who defy neat
like Puerto Rican star Young Miko
Gen Z said enjoying junk food can be a form of self-care (YPulse)
FluidIndividualism
Design for Dualities
Embrace the messy middle, imperfections, and dualities that that acknowledges the beauty of being human This approach values authenticity over perfection, complexity over simplicity, and inclusion over uniformity.
Celebrate Complexity in Storytelling. Retail is evolving to embrace the multifaceted identities, experiences, and emotions of consumers. This shift moves away from simplistic narratives and transactional messaging toward rich, layered stories that resonate on a deeper, more human level.
Offer Personalization at Scale.
Personalization in retail is not just about tailoring products it's about creating experiences that help customers explore and express their evolving identities From virtual try-ons, customizable products and services, or curated recommendations to stop the scroll
Amplify Niche Subcultures.
More than ever, brands need to connect authentically with diverse communities and niche fandoms to stand out By celebrating the unique identities, aesthetics, and values of smaller, tightly-knit groups, businesses can foster deeper loyalty and cultural relevance
Fluid Individualism will dominate cultural narratives through 2030, driving shifts in how industries approach design, storytelling, and community building. It will redefine success, not as conformity to aspirational norms, but as a nuanced, ongoing exploration of personal and collective values. Businesses that recognize and celebrate the multifaceted nature of human identity will lead the market transformation.
MACRO TREND RISEOFMASSNICHE MEDIA
Behold, the meeting of the power trad wives and their husbands!
What we are seeing (beyond Ballerina Farms and Nara Smith) is the meteoric and unstoppable rise of alternative media The election was a stark reminder that the media industry has fragmented and energy has shifted from the center to the edges
This is a natural byproduct of our fluid individualism, which finds a place to thrive in social media
We are calling it the rise of massniche media, yes, two contradicting words that highlight why those who grew up in traditional media are just spinning But within this tension is a place of incredible creativity and original storytelling that is resonating, big time
THERISEOF MASSNICHEMEDIA
You heard it here first Massniche media refers to our modern media landscape- one not dominated by the legacy platforms and publications, but by the mass collection of (comparatively) niche creators and curators As more consumers seek information they can trust, that they feel understands them uniquely, they turn to other humans This is exciting and a little unnerving, but we’ll stick with exciting for now.
Algorithms dominate what we watch, read, listen to and yes, even who we date (looking at you, Tinder) But somewhere along the way, their recommendations started to feel hollow Sure, they know you loved that Marvel movie, but do they really know you? Enter creators and curators the humans who make discovery about resonance, not just relevance
These tastemakers bring a personal touch algorithms can’t replicate While your streaming service suggests another crime docuseries, a trusted podcast host or Substack writer might guide you to something surprising an insight or story that lingers It’s this authenticity that makes creators and curators the antidote to content chaos
For brands, partnering with trusted tastemakers like Substack writers or niche community leaders offers a way to build loyalty and connect authentically By integrating into these curated ecosystems, brands can become part of meaningful discovery journeys, not just background noise in an endless scroll
Massniche media is where we are seeing the rise of new business empires. It’s changing the way magazines, films, and shows are made It’s changing the way we shop we see affiliate marketing as one of the most powerful newish business models that smart brands will reinvent and make it work for them
Massniche media is a reflection of our fluid individualism at work. Everyday, we are voting with our clicks and views. It’s a powerful shift of power that will only get more powerful If you’re a big company, all we can say is, embrace niche, or die.
Evolution of Influence
In this era of fluid individualism and the “enshittification” of the internet, we’ll see more consumers building their personal sourcebooks of information. That might look like a mix of influencers, podcasts, sub stackers, niche communities, and a few mass media outlets The power of human curators is greater than ever before
Human GATEKEEPERS
GALLERIES
In an era defined by trust in experts, editors, DJs, and cultural tastemakers, access to information and trends was limited to those with authoritative voices Human judgment was the ultimate filter for what the world consumed.
Algorithmic FEEDS Human CURATION
The rise of algorithms reshaped how trends were discovered, amplifying both access and anxiety Platforms like social media and streaming services created echo chambers, prioritizing relevance and popularity over authenticity
A return to human-driven storytelling, where authenticity and vision cut through algorithmic sameness Consumers are seeking trusted voices and curators to guide them toward meaningful and personalized experiences
"What am I stamping on the world? What am I going to be known for? If it don’t make sense, I’m not doing it. I had such a great community where I’m at now, why would I leave it?”
The fringe will take over other spheres of the culture. It’s starting with journalism, but the same thing will soon happen in music, movies, and other fields. Yes, 2024 was tumultuous for participants in the culture business. But 2025 will look like total anarchy. The rules have changed—and that means the rulers must also change. I’m not sure who will end up on top, but it won’t be the familiar names from the past.
-Ted
Goia, The Honest Broker, Substack
The Business of Creators
Creators are expanding their worlds, attracting a new level of attention from Hollywood studios to investment firms Creators are full-fledged businesses, many with multiple verticals inclusive of production studios and product lines. Why? Their natural authenticity and ability to tell stories connect directly to their communities
$70B
YouTube has paid out $70 billion to content creators in the last three years averaging more than $23 billion annually
For context, Netflix is now spending around $13 billion on content and Disney is set to hit a $24 billion content spend this year (Statista)
$1/2 Trillion
Goldman Sachs estimates the creator economy could grow to be half a trillion dollars by 2027
65%
Gen Z identifies as video content creators, while 40% identify as creators (Youtube/Smith Geiger Report, June 2024)
*PS - This is why curation will be more improtant than ever
“For anyone curious because you should be I tracked it down, and the fruit company’s last YouTube video was uploaded a year ago: “Sour Green Apple Smoothie” (0:39) and viewed < 360 times.”
This begs the question:
“How much of our work exists because we ‘think’ we have to do it?
Arbitrary conditions hypnotize us into believing content for our pears is worth the investment.”
TikTok Shopping, Instagram, Youtube 77% of CMO’s acknowledge marketing will be partnership of brands, creators, an platforms (DC Trends) 55% of 8-12-year-olds aspire to be content creators or influencers (Vice)
Fashion content on Substack has grown 80% year-on-year as audiences tire of overly polished, saturated, and ad-driven posts on Instagram and TikTok, seeking more authentic, trustworthy voices
2025 prediction: More Niche Curator Collabs Lotta Volkova, the mastermind behind Miu Miu’s resurgence is the need-to-know stylist of the moment (Nylon)
Chicken Shop, Why Not?
NicheYoutubeShow orGlobalSensation?Howaboutyes
This is what fluid individualism with big creator energy and an open platform of discovery can do Chicken Shop Date is a British YouTube series where host Amelia Dimoldenberg takes celebrities on quirky "dates" to local chicken shops Launched in 2014, the show has released 99 episodes as of November 2024
The series has garnered nearly 3 million subscribers on YouTube, with its Instagram account amassing 1 3 million followers and Amelia's personal account boasting 2 1 million followers
The show's success is attributed to its unique format, blending deadpan humor and an unconventional setting to create candid, relatable interviews that resonate with audiences seeking authenticity
Proving out the power of massniche, Amelia has gone beyond her show to land gigs in traditional television and with legacy brands, including:
In 2018, she presented the Channel 4 documentary Meet the Markles, where she traveled to the U S to meet Meghan Markle's family The Evening Standard described it as an "instant hit "
In March 2024, she served as the red carpet correspondent for the 96th Academy Awards
Fashion Reporting: Amelia reported on London Fashion Week for Vogue in 2018, providing insights and coverage of the event
She has appeared on shows like The Big Narstie Show and Celebrity Come Dine with Me, showcasing her versatility as a presenter
Brand Collaborations: In 2022, she became a brand ambassador for Olay, highlighting her influence in the beauty industry
The show features a diverse lineup of celebrities across its episodes Notable guests include:
Musicians: Ed Sheeran, Billie Eilish, Charli
XCX, Sean Paul, Rosalía, Jack Harlow, KSI, Aitch, and Central Cee
Actors: Jennifer Lawrence, Paul Mescal, Daniel Kaluuya, and Andrew Garfield
Comedians and Media Personalities: Louis Theroux, Keke Palmer, Mo Gilligan, and Maya Jama
This eclectic mix contributes to the show's widespread appeal and success
The latest viral hit her crispy hot interview with actor Andrew Garfield, which sparked frenzied debate and hopes of a real life romance.
WhereMassnicheisThriving
“While Netflix is the subject of endless reportage and think pieces, YouTube is quietly the most popular streaming service in the United States.”
“YouTube, within the decade, could be television, as more and more households cut their cable subscriptions.”
“Affiliate shoppingwill get even more sophisticated, complex, and competitive and could evenbecomethe mostdynamic means of shiftingthe seasonal current oftrends andideas, too. It might soundinsane,but affiliate platformslike ShopMyfeel alotlike you ' re shoppingfrom street style again,back whenit was really personal,independent, andinspiring.
Thatkind ofhyper-focused,deeply personal curationis goingto open up a whole new world where authentic personalization can scale...
— ChristeneBarberich, author ofthe Substack newsletter ATinyApt. and co-founder of -Refinery29
@pamelaanderson
@lookoneworld
@brittanybroski
juliaadovgal @MKBHD
@thenapministry
TheRiseofMassnicheMedia
New Power Platforms. With Tik Tok gone (for now) and Meta embracing enshittification of their experience, we are excited by the momentum of Substack and Youtube Here’s where we are seeing tremendous creativity and real talent
T a k e A c t i o n
Social Commerce: Consumers trust these creators, and these creators are increasingly seeing social commerce as an important revenue stream. Watch IG and YT go hard on shopping. As social commerce grows, creators will prioritize opportunities and platforms that integrate shopping features and allow them to explore entrepreneurial opportunities
Entrepreneurial partnerships. Creators will be focusing on multi-platform strategies, developing personal brands, products, and partnerships to reduce reliance on ad revenue Brands should be open, flexible, and think of these influencers as true partners vs a “person to be briefed.” Be open to revenue shares or multi-faceted deals.
Poshmark&WhatNot liveshoppingcommunities
2 1
3
Hollywood here we come. The entertainment industry sees creators who show mastery of storytelling and performance as exciting opportunities and as a bridge to younger audiences Licensing creator content and building reality shows around them allows studios to monetize their pre-built audiences. Casting creators in mainstream acting roles reflects a blending of traditional and digital entertainment
InternetDiarieswith BrittanyBroski
4
KaiCenat xMcdonalds
PowertothePeople
The LastWord
HUMAN CREATIVITY VS SYNTHETIC CREATIVITY - WILL BECOME LUXURY VS COMMODITY
The nature, construction and quality of storytelling will become key differentiators for brands. For premium and luxury brands, analog, IRL experiences and human-made content and product will become attributes of luxury and critical differentiators. For commodity and mass brands, we anticipate an increase in the use of AI as demand for “more, quicker, cheaper” content needed to feed the masses personalized,
MACRO TREND MORE LORE
Lore often denotes the collective body of knowledge, stories, traditions, and beliefs that are passed down within a culture, group, or community. In modern culture, "lore" has become a powerful tool for brands, particularly in the realms of storytelling, worldbuilding, and creating deep emotional connections with consumers
SkimsxNorthFace
LORE
In a world overwhelmed by endless products and fleeting trends, something unexpected has emerged as a beacon for engagement: lore Traditionally tied to mythology and oral histories, lore refers to the collective body of knowledge, stories, and traditions that bind communities together Today, brands are adopting lore as a powerful strategy to stand out, fostering deep emotional connections with consumers through storytelling, worldbuilding, and gamification
Lore is no longer the exclusive domain of folklore or fandoms it’s now a driving force behind some of the most successful brands At its heart, lore is about creating meaning. It’s the stories behind a product, the universe a brand builds around its ethos, and the emotional resonance that draws consumers in.
As we move into a world increasingly defined by fluid identities and fragmented media, lore offers a way to create meaningful connections in a cluttered landscape. For brands willing to invest in building worlds instead of selling widgets, the rewards are immense: loyalty, engagement, and a legacy of stories that transcend the ordinary In an age of too much stuff, lore isn’t just nice to have it’s what makes us care
As we saw in Rise of Massniche, the decline of mass media is reaching a tipping point, and we saw how YouTube now accounts for 10 percent of family room TV viewing, which has given newfound power to the creators and curators. In More Lore, it’s also clear that this and other platforms become gardens in which lore can thrive.
“Mostimprovements areincremental, often negligible, and you’dbe hardpressedtofind a holein any consumer marketthat hasn’t alreadybeenfilled. So, whenit comesto consumer products —frombeautytobeveragetotechnology —I wantthingsthat excite me;that are fun orfunny or personality enhancing.
Thisis why everythingrequires“lore” now.Because,let’sbe honest, no one needs any ofthis stuff. We’rein an age of consumerfrivolity, wherethebrands who understandfun will win.”
-Ochuko Akpovbovbo,As Seen On (Substack)
LEADING WITH LORE
IMMERSIVE BRAND UNIVERSES
Brands like LEGO and Disney have mastered the art of worldbuilding, creating expansive narratives that go far beyond their products From cinematic universes to interactive theme parks, these brands make consumers feel like participants in their stories
Products can embody lore, turning functionality into storytelling Patagonia’s repairable clothing reflects a narrative of sustainability and purpose, while Nike’s campaigns celebrate perseverance through athletes' journeys These brands weave meaning into their offerings, transforming them into part of a greater story Patagonia's first Dutch shop in Amsterdam exemplifies this approach More than a store, it offers clothing repairs, a library, and documentary screenings, immersing customers in its commitment to environmental stewardship and community
GAMIFICATION AND ENGAGEMENT
Gamified experiences amplify consumer interaction by turning engagement into a journey, as seen in Gentle Monster x Tekken’s collaboration, which featured futuristic sunglasses, in-game skins, and immersive in-store activations, leveraging gaming culture to connect with fandoms.
WORLD BUILDING
Jellycat’s plush toys transcend mere products, becoming cherished personalities that resonate deeply with the cultural zeitgeist of kidult trends and whimsical food themes Through worldbuilding and storytelling, the brand creates gateways to imagination, comfort, and joy, carving out a unique space in the marketplace
More Lore: Bottega Veneta
How they build incredible brand lore without social
Bottega Veneta thrives globally, ranking #6 on Lyst’s hottest brands, despite deleting its social media in 2021 Defying norms, the brand focuses on collaborations, physical experiences, ambassadors, and high-quality products
This focus has created a space for fan accounts to grow @newbottega has over 1 5M followers and contribute significantly to the brand’s digital presence and engagement, while protecting an air of mystery around the Bottega brand
Notably, they maintain a YouTube channel, but just for their runway shows
Saving money by not having a content team, they double down on high-eyeball events and share-worthy campaigns
For their Spring ‘25 show, Bottega sent a clever bunny bracelet as the invitation, which corresponded to the brilliant campaign which corresponded to the adorable animal bean bag chairs rendered in impossibly beautiful leather. It’s also a moment in time where they nod to pop culture, for example inviting Jools Lebron (very demure Tik Tok star) to attend the show
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Bottega has aligned with key collaborators. A$AP Rocky collaborated with them on a father’s day moment (and came to their show, and posted on his show Jacob Elordi is also a friend of the brand, wearing their products out in the wild and attending the show. It’s subtle and masterful storytelling.
“BUILDING ANY BRAND THAT IS IN THE CONTEMPORARY OR HIGHER PRICE POINT WILL ONLY SUCCEED IF THEY BUILD AN INSANE CULT FOLLOWING. THE LOW PRICED QUICK TREND FORWARD FAST FASHION BRANDS WILL KILL ANY BRAND THAT DOESN'T HAVE A CLEAR POINT OF VIEW OR NICHE PERSPECTIVE BRAND, BRAND, BRAND ”
So is it time to divest from your investment in endless droves of content and reinvest in amazing experiences? Given they are so effective at driving customer engagement (and UGC!) we vote a resounding yes.
Officine Universelle Buly enchants with eclectic architectural and aesthe disruption, Italian coffee machines, French delicacies, and ancestral beauty recipes a sensory awakening like no other
Royal Monceau-Raffles Paris ated presidential suites, gantly adorned by L’objet, celebrated for its masterfully crafted tableware. scents, and home interiors that seamlessly blend artistry with innovation
Diptyque Paris & London present a unique ephemeral exhibition: a five-chapter candle saga Each scent transports you to enchanting places where nature and culture intertwine, inviting you to dream and explore
Beyond Hollywood
Studios behaving like brands, with product launches and collaborations and pop-ups Brands behaving like studios, producing films that bring the lore of their brands to life through literal entertainment
This signals a new space where retail and entertainment continue to meld as they seek the consumer’s attention
With creators and curators driving the most resonant storytelling, we’re seeing that the original gatekeepers of content are shifting, and new areas of growth are emerging Studios recognize the traditional routes of license product isn’t a surefire way to boost sales and consumers expect more from product
MoreLore
Build a Cohesive and Immersive Narrative
Well-crafted lore provides a cohesive story that connects all elements of the brand products, values, and customer experiences It creates a universe where consumers can immerse themselves and develop an emotional connection (Example, Loewe)
Actionable Tip: Develop a brand backstory or narrative that weaves through product designs, marketing campaigns, and customer touchpoints Ensure consistency across channels to maintain the integrity of the lore
LoeweCrafted World
e y A c t i o n s
Use Lore to Differentiate in Crowded Markets
Lore helps brands stand out by adding depth and intrigue that competitors might lack It elevates the brand from a product provider to a storytelling entity
Actionable Tip: Highlight unique aspects of your brand’s origins, product inspirations, or cultural significance to give consumers a reason to choose your brand over others (Example, Air Jordans)
OnLabsPop-UpcelebrationoftheNYC Marathon
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Engage & Empower Consumers to Participate
Modern consumers, especially Millennials and Gen Z, value interactivity and a sense of belonging Lore creates opportunities for customer engagement and co-creation
Actionable Tip: Invite consumers to contribute to your brand’s lore through user-generated content, fan art, or gamified loyalty programs. Create platforms or campaigns that make them feel part of the story
WalmartRelaunches NoBoundaries
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Expand Lore Across Multi-Channel Experiences
Lore is most effective when it’s present across multiple platforms, ensuring consistent reinforcement of the narrative and opportunities for engagement at every touchpoint
Actionable Tip: Use social media, events, packaging, and collaborations to expand your brand’s lore. For example, introduce new characters, chapters, or subplots in your storytelling to keep the narrative dynamic and evolving
4
The LastWord
The power of storytelling lies in its ability to move us, creating emotional bonds that dry facts cannot It turns the mundane into the magical, blends heart with art, infuses meaning into every message - turning stories into strategies.
No one knows the allure of lore quite like Sofia Coppola... she just recently started a publishing imprint, called Important Flowers, and is releasing books that honor the lore of her movies this shot is of Kirsten Dunst on a break between scenes of the Virgin Suicides
MACRO TREND HISTORY LESSONS
Gucci Vault - The House’s archived pieces that have been restored by its artisans
HISTORY LESSONS
As culture increasingly shifts online and memories take on digital forms, concerns are growing that time-honored knowledge and techniques risk being lost Yet, this shift has sparked a renewed passion for preserving cultural heritage and craftsmanship. People and brands are increasingly looking to the past not to escape the present, but to better understand it and shape the future
This nostalgia for simpler, pre-digital times reflects a desire for “textured experiences” that foster genuine connection with others and the world. There’s a rising appreciation for stepping back from technology, embracing the joy of slower, more grounded living This ethos is mirrored in the resurgence of “slow culture,” where human-centered storytelling and long-lasting impact take precedence over speed and automation
The revival of craftsmanship is also at the heart of this movement, with growing interest in handmade creations that offer texture, depth, and authenticity Alongside this, thrift stores, curated collections, and vault exclusives have become modern storytelling platforms, allowing individuals to engage with brands on a deeper level These shifts are part of a broader cultural rebalancing an effort to reconcile the digital with the tangible and preserve the magic of human creativity and heritage in a rapidly changing world
Meanwhile, the focus is shifting from mass-market strategies to micro-communities Brands are nurturing deeper relationships by speaking directly to passionate groups united by shared interests and experiences, often transcending geographic boundaries, but rooted in love for our rich human histories.
History Lessons
Creativity is fed by history It often seems strange in a culture so obsessed with what’s new (including us, naming this report New and Now!) that the past is so important It’s why nostalgia will never die Ideas are born from a mix of references and thoughts inspired by the past Designers and creatives live by this practice, and we thought it important to honor history as a portal to new stories
Entertainment: Comb History for Blockbuster Narratives
Shonda Rhimes was inspired by Julia Quinn’s novels, which were in turn inspired by 19th century Regency Romance in England
Rhimes reimagined an old story through her experience and point of view, giving the audience a new idea
The result? A global phenomenon that translated into a real retail and trend opportunity, as well
From Ancient Craft to Desirable, Relevant Product
John Derian exemplifies how a brand can blend craftsmanship and cultural connection to create a meaningful niche in the design world His work transforms the centuries-old art of decoupage into a thriving modern business His meticulous curation of vintage illustrations, sourced from books, prints, and postcards, transforms everyday objects into captivating collages that exude both sophistication and playfulness. This approach results in pieces that are both timeless and evocative, resonating with a wide audience. Through his emphasis on storytelling both through his curated imagery and the craft itself Derian has fostered a culture of collecting meaningful objects that evoke memory and individuality His pieces don’t just exist as products; they act as touchstones of history, creativity, and personal expression
History LessonsResale, Remade, & Reissued
The resale industry is no longer about thrift it’s about storytelling, history, and exclusivity There’s an opportunity to reframe the experience of secondhand to provide more inspiration and learning a key desire for Gen Z
Clockwise from top left: H&M, Depop x Hypebeast Flea, Printemps, Selfridges
HISTORY LESSONS - IN ACTION
CURATED COLLECTIONS
FP MART: Vintage Allows customers to explore and purchase unique vintage items curated from various vendors and flea markets The collaboration, which began in 2020, has expanded to include international vintage vendors, enhancing the diversity and appeal of the offerings
By 2028, Global Secondhand
Market (ThredUp)
Shoppers no longer feeling a stigma around buying secondhand pieces (WGSN) 61%
Coachtopia, a sub-brand launched by Coach in 2023, introduces a groundbreaking circular platform where pre-owned and remade items are sold alongside new collections Centered on sustainability and circular fashion, Coachtopia reimagines the lifecycle of fashion products, championing environmental responsibility and meeting the growing demand for eco-conscious luxury
3x
Global secondhand apparel market growing 3X faster than overall global apparel market (ThredUp)
Gen Z and Millennials are more likely to shop from a brand that offers secondhand options alongside their new collections (ThredUp) 35%
HOMAGE TO CULTURAL ICONS
RE/DONE & Pam collection, pays homage to Anderson's memorable '90s style Each product is crafted using environmentally friendly techniques, such as low-impact washing processes and the use of recycled materials
In 2024, Paramount abruptly erased MTV News’s archives, wiping out over 20 years of music journalism and pop culture history (Variety) The Internet Archive later preserved 460,000 articles from 1997 onward, now accessible via the Wayback Machine, ensuring MTV News’ legacy endures for researchers, journalists, and fans (Rolling Stone/WGSN)
HistoryLessons
Curated Collections
Rarity cultivates desire Byronesque exemplifies this trend with its meticulously chosen pieces from designers like Alaïa and Margiela, blending craftsmanship with cultural significance Curated collections position vintage as collectible, aspirational, and deeply personal, appealing to consumers seeking uniqueness and authenticity.
a k e A c t i o n
Archive Revival
Reissuing iconic pieces bridges nostalgia and modern relevance, transforming them into aspirational must-haves Resurrected by Byronesque showcases limited-edition collections of overlooked and longed-for designers.
Opportunities include reissues tied to cultural moments and collaborations that reimagine archival designs for today’s audience
Elevated Retail Experiences
Resale redefined Samaritaine merges pre-loved luxury with avantgarde design, while Harrods showcases heritage edits inspiring collectors. Opportunities include personalization (e.g., customizing vintage items) and workshops on styling or garment care, fostering deeper connections to craftsmanship and history through engaging retail settings
Collectibility as a Cultural Capital
Vintage is a symbol of taste and status, providing consumers with fashion & cultural capital
Retailers can expand this trend by tying limited-edition reissues to cultural moments and collaborating with designers to elevate preloved items
3
Objects of Desire
The future lies in integrating storytelling and provenance into digital platforms for wider reach and expanding “pre-loved” to encompass furniture, art, and other collectibles in department store experiences
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The LastWord
For the first time, a pre-loved collection has taken center stage at Fashion Week eBay, take a bow marking a pivotal moment for sustainable fashion Meanwhile, technologies like AI and live-stream shopping are transforming the resale market, allowing brands and creators to share the rich stories behind cherished items. This is more than a trend it’s a movement, as consumers embrace mindful, story-driven consumption.
MACRO TREND HEARTLAND RENAISSANCE
Taylorverse: Taylor Sheridan that is...The ultra-prolific chronicler of heartland heroes has five current shows, with more in the works, and a movie or two in the pipeline Plus, he’s got his mega-ranch in Texas to run
THEHEARTLAND RENAISSANCE
It’s time to give the Heartland its flowers Once dismissed as “flyover country” (rude!), this middle-of-the-map powerhouse is having a major moment With cultural evolution, economic growth, and shifting demographics, the Heartland is proving it’s not just a pitstop it’s where the action is, from music and fashion to business and media
The vibes are undeniable Beyoncé’s country smash Cowboy Carter and the viral #Yallternative trend are blending Heartland roots with modern flair, while shows like Yellowstone and The Chosen draw global audiences hungry for grit and heart Creators like Brianna Noble and storyteller Taylor Sheridan are spotlighting the region’s rugged beauty and timeless values in ways that feel fresh and captivating.
And it’s not just about culture. Economically, the Heartland is thriving. Cities like Kansas City and Dallas-Fort Worth are magnets for big business, while small towns are buzzing with immigrant-driven revitalization and innovations in sustainable farming and advanced manufacturing. The region offers a unique mix of opportunity and authenticity, enriching America’s diverse landscape
The takeaway? The Heartland’s renaissance is reshaping America’s future with its perfect blend of tradition and transformation Forget flyover—it’s fly-in country now.
Here’s the thing no one saw coming: The Heartland’s immigrant population is growing faster than traditional hubs like New York and LA Between 2010 and 2019, the Heartland’s share of the foreign-born population jumped from 23 5% to 31 1%
Cities like Columbus and Nashville are leading the charge, proving that diversity and inclusion are key to revitalizing long-neglected areas New voices, perspectives, and cuisines (hello, Heartland fusion food trucks!) are redefining what it means to live here
Demographics Are Destiny Entertainment’s New Frontier
Atlanta may be Hollywood South, but the Heartland is giving it a run for its money The South and Midwest have become the backbone of film and TV production, churning out hits like America’s Sweethearts: Dallas Cowboy Cheerleaders
Taylor Sheridan’s Western empire (Yellowstone, 1883, 1923) is arguably this decade’s Marvel Cinematic Universe The takeaway? There’s an appetite for stories grounded in grit, family, and the frontier ethos Media brands, take note: The Heartland is your next gold mine
Country Music’s Evolution: Beyoncé’s Cowboy Carter broke barriers as the first country hit by a Black woman to top Billboard’s Hot Country Songs, while artists like Shaboozey, Orville Peck, and Post Malone are redefining the genre with alternative influences The #yallternative trend, boasting 600 million TikTok views, highlights this fresh, edgy take on country music
Buckle Your Boot Straps: The Heartland’s influence on fashion underscores the enduring appeal of its cultural symbols, resonating with diverse audiences worldwide, reflecting a societal yearning for simplicity and authenticity, offering a counternarrative to fast-paced, technology-driven life
Texas Roadhouse: Continues to outpace industry trends with impressive traffic growth Notably, it entered the No 5 spot in the Spring 2024 Piper Sandler Teens Survey "Favorite Restaurant" category, with 4% affinity
Music’s Expanding Horizons
Beyoncé made history as the first Black woman to top Billboard’s Hot Country Songs with Cowboy Carter Stagecoach sold out before Coachella, while cross-genre collaborations like Shaboozey’s A Bar Song (Tipsy) and Post Malone’s duet with Morgan Wallen (I Had Some Help) are drawing new audiences to country music
Television and Streaming Domination
Yellowstone breaks cable records, fueling Taylor Sheridan’s expansive Western universe, while heartfelt hits like Virgin River and the crowdfunded The Chosen highlight growing demand for Heartland and faith-based stories globally
Y’Allternative Aesthetics
The hashtag #yallternative, with over 600 million views, showcases a fusion of cowboy hats and boots with alternative fashion elements like heavy eyeliner and dark lipstick for an outlaw aesthetic Artists like Orville Peck and Sturgill Simpson are celebrated for blending country music with indie rock and alternative genres, resonating with diverse audiences
Dolly Parton’s Enduring Influence
As an apolitical and empowering figure, Dolly remains a unifying icon, embodying the values of resilience and generosity that define the Heartland.
Atlanta’s Rise as “Y’allywood”
The South is becoming a film and entertainment hub, with Atlanta leading as a production powerhouse Shows like America’s Sweethearts: Dallas Cowboy Cheerleaders dominate charts, sparking cultural discourse
2025: Heartland People to Watch
Kheris Rogers
Founder of the viral fashion line “Flexin’ In My Complexion,” Rogers emphasizes empowerment through inclusive design With her rising presence in cities like Kansas City and Chicago, she’s a strong fit for businesses and brands focused on fashion, diversity, and empowering Heartland youth
Sean Sherman
Sean Sherman, known as “The Sioux Chef,” is an award-winning Oglala Lakota chef, author, and advocate dedicated to revitalizing Indigenous cuisine and promoting food sovereignty through his restaurant Owamni and the nonprofit NATIFS He has earned multiple James Beard Awards for Best American Cookbook (2018), Leadership (2019), and Best New Restaurant (2022)
Lainey Wilson
A Louisiana native and rising star in country music, Wilson embodies Heartland values with a modern twist Known for her bold fashion choices and heartfelt lyrics, she’s a natural fit for fashion brands, outdoor gear companies, and media focused on rural culture.
Callie Mueller
Callie Mueller, a 24-year-old from Florence, South Dakota, was recently named Miss Rodeo America 2025. She also earned top honors in the appearance category at the Miss Rodeo America Pageant, which took place during the National Finals Rodeo in December 2024 in Las Vegas, Nevada
Lela Rose
The fashion designer recently unveiled a new space in Highland Park Village, marking a significant step in expanding her brand’s presence She launched a Lela Rose Ranch collection a Western-inspired capsule specifically for Dallas The space also showcases a selection of vintage treasures and curated lifestyle items, celebrating her Texas heritage.
Brianna Noble
Brianna Noble has become a symbol of rural pride and cultural connection As the founder of Humble, a ranch-based initiative promoting outdoor education, she collaborates with brands like Levi’s and Carhartt, making her an excellent partner for media companies or lifestyle brands looking to align with authenticity and Heartland heritage
HeartlandRenaissance
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Invest in Manufacturing Innovation: With the Heartland emerging as a hub for advanced manufacturing, businesses can explore opportunities in sectors like space technologies, semiconductors, and renewable energy Emphasize “Made in the Heartland” as a branding element
Highlight Small-Town Stories: The success of Yellowstone and Netflix dramas shows the appeal of grounded, relational storytelling. Businesses can explore narratives tied to connection, family, and local traditions
Tap Into Evolving Fashion Trends: The rise of “Y’Allternative” and Heartland-inspired aesthetics offers opportunities for brands to innovate in apparel, accessories, and retail experiences
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Leverage Regenerative Agriculture: Partner with Heartland farms utilizing sustainable practices to create eco-conscious product lines in food, textiles, and cosmetics Highlight these partnerships to appeal to environmentallyconscious consumers
Celebrate Immigrant and Indigenous Cuisine: Collaborate with immigrant and Native American chefs, as well as organizations like Sean Sherman’s NATIFS, to create authentic dining experiences and develop packaged goods that showcase the diverse global and Indigenous flavors shaping the Heartland’s food landscape while supporting food sovereignty initiatives.
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The LastWord
Buckle Up...The Heartland is not just a landscape of cornfields and quiet towns it’s a vibrant tapestry of innovation, resilience, and culture. From groundbreaking industries to diverse culinary traditions and creative communities, this region defies “flyover country” clichés, proving it’s a powerhouse of transformation shaping America’s future.
MACRO TREND WELLNESS WORLD
The mind-body connection is not just going mainstream, it’s become unavoidably obvious Our healthcare system is broken, and many consumers are taking their health (and that of their family, including their pets!) into their own hands
Oh, it’s the food we eat?
Ohhhh, it’s the stress we feel?
Ohhhhh, lack of human connection is no bueno?
Ohhhhhh, it’s our sedentary lifestyles?!
The world of wellness is about to become a universe, impacting every category of business. We’re here for it.
WORLD
Consumer ideas about health and wellness are undergoing a profound transformation, shifting toward a holistic, proactive, and personalized approach Behind this transformation is dark reality: our healthcare system is broken, and the societal systems that supported our well-being are also breaking down Health is no longer the absence of illness; it is about optimizing physical, mental, emotional, spiritual, and energetic well-being To be well is a lifestyle goal, and every category from food to apparel is playing in this space
There is growing demand for interconnected solutions that address issues such as mental health, gut health, skin health, fertility, and environmental toxins However, there is growing product skepticism as innovation in wellness products often lacks regulation As we know, trust is a critical consumer issue It will be interesting to see how RFK, presumptive health secretary, manages this challenge
Personalization has become paramount, with consumers embracing precision nutrition, DNA-based skincare, and at-home diagnostics This reflects a desire for ownership and control over health outcomes, particularly poignant as the American healthcare system is woefully inadequate to serving the consumer Perhaps that’s why preventative care has become such a buzzword, with an emphasis on extending healthspan through biohacking, longevity science, and wearable health tech The power is in the consumer’s hands, thanks to AI-powered apps, connected fitness devices, and at-home monitoring tools providing real-time insights and analytics Now, patients are far more equipped and informed
Mental wellness is officially de-stigmatized, with stress management, mindfulness, and emotional health recognized as critical to overall well-being We anticipate seeing spirituality grow as part of the wellness world, as people seek connection, grounding, and a sense of purpose as integral parts of whole-being wellness
The intersection of environment and wellness is gaining traction Concerns about micro-plastics, forever chemicals, and unclean drinking water continue to increase, as more studies are released that connect these factors to increases in cancer and infertility issues with men and women Fear of “what’s in this stuff” is driving increased interest in natural and eco-conscious products, ingredients, from beauty to food It signals a greater understanding of the role environment and nutrition play in our wellness People understand they aren’t just “born with it;” so they seek solutions across categories: biophilic design, functional foods, adaptogenic beverages, and recovery-focused tools may be emerging today, but will be adopted mainstream in the coming years
Ultimately, today’s consumers are proactively owning their wellness, demanding transparency, accessibility, and evidence-backed claims. Health and wellness are no longer siloed pursuits they are cultural priorities shaping how consumers live, work, and connect with the world
WELLNESS WORLD
From To
HEALTH
ONESIZEFITSALL
INDIVIDUALIZEDSELF-CARE
EMPHASISON"MOREISBETTER"
RELIANCEONMEDICALPROFESSIONALS
THEPAINOFAGING
LIFESPAN
TECHNOLOGYASASEPARATEENTITY
”CLEAN"OR"NATURAL"INGREDIENTS
SILOEDWELLNESSPRACTICES
LIMITEDACCESS
BRAND-LEDSTORIES
WELL-BEING AND VITALITY
PERSONALIZED AND DATA-DRIVEN SOLUTIONS
SOCIAL AND COMMUNITY-ORIENTED CARE
MINDFUL SLOW LIVING
EMPOWERED SELF-RELIANCE
THE POSSIBILITIES OF AGELESSNESS
HEALTHSPAN
INTEGRATED TECHNOLOGY FOR HEALTH
CLINICAL EFFECTIVENESS
INTEGRATED WELLNESS EXPERIENCES
DEMOCRATIZED ACCESS
CO-CREATED NARRATIVES AND "WELLTAINMENT"
"People
are anxious to press the pause button for a time out — or even to completely disconnect. And now a bigger priority is emerging: the desire to discover who we are or can become outside of the daily grind. We want more out of our lives, seek greater enjoyment from each moment, and are demanding
' me ' time in order to feel better mentally, physically, and emotionally"
-Accor
The Great Slowdown
It’s about time Seriously- people overwhelmed by the acceleration of life has contributed to a host of maladies like burnout and anxiety, which we now know can cause real illness A report by Accor on the changing perception of time says “our current “doing” viewpointwhere even rest and lesiure time incorporates performance, self-improvement, and productivityneeds to be replaced by being and feeling instead.”
Let’s say buh-bye to hustle culture, and while “bedrotting” may not be the trend to embrace, we appreciate the idea of taking back control of time, and slowing things down for our own health
What we’ll see more of as this slowdown expands the universe of wellness:
Hospitality’s increased focus on rest and recovery via transformative wellness retreats and offerings (ex. S neva Soul in the Maldives)
crease in crafts (ceramics, weaving, etc) as a form disconnection and slowdown to boost mental alth
st and Recovery snacks, beverages and pplements (Tally Health’s restore pill, Clevr blends tes)
oducts that support disconnect (like Yonder uches, meditation apps)
495
urated content like the Gaia streaming platform iritual and Energetic wellness as categories people are prioritizing rest and recharging (aka vacation) 67% students on the waitlist for Harvard’s ceramics program (yep, they’ve had a program since 1970!)
Rest is part of The Process.
Everyday Biohacking
Defined as the practice of optimizing health and performance through scientific and self-experimental methods, biohacking has gone mainstream, in part due to consumers needing to focus on preventative measures This trend demonstrates a growing interest in taking a more proactive and data-driven approach to health and well-being, leveraging technology and personalized interventions to optimize biological processes There are no shortage of products and services that consumers are taking into their hands building a sort of med spa experience in their own home Today you can do a colon cancer screening at home, enjoy a red-light face mask, monitor sleep, glucose, fertility, and stress and you may not even have health insurance
The New Health Influencers: Calling your functional doctor, neuroscientist, and nutritionist Holistic health OG’s like Dr Rhonda Patrick (cell biologist and founder of FoundMyFitness) and Andrew Huberman (professor of neuroscience) have become cult-like figures amassing huge followings from people seeking new and innovative ways to promote a better health span Before they call their GPs (if they even have one) more consumers are turning to these experts’ YT channels for information and guidance
Precision Technology: Advancements in areas like photobiomodulation (light therapy) and cryotherapy provide targeted interventions for specific health and beauty concerns For example, photobiomodulation can be used for skin rejuvenation, pain management, and potentially even healthy aging, while cryotherapy offers benefits for recovery inflammation reduction and potentially even mood enhancement
Advanced Wearables and Biomonitoring: Devices like continuous glucose monitors (CGMs) smart rings and hydration wearables provide real-time data on various health metrics, allowing users to track, analyze, and optimize their bodily functions These tools empower individuals to make data-driven decisions about their diet, exercise, sleep, and stress management, essentially "hacking" their biological systems for improved performance and well-being
Longevity and Healthy Aging: The growing focus on longevity and healthy aging is driving the development of products and services aimed at extending lifespan and improving healthspan This includes interventions like NAD+ supplementation, genetic screening, and personalized longevity programs all of which seek to optimize biological processes to slow down aging and prevent age-related decline
Personalized Nutrition and Microbiome Testing: Athome microbiome tests offer insights into gut health enabling personalized dietary recommendations to optimize digestion and overall wellness This trend reflects a shift towards understanding the complex interplay between diet, the gut microbiome, and overall health, moving beyond generic advice to more targeted interventions
Functional Nutrition and Adaptogens: You are what you eat is going to go next level As more people have access to personalized information, they will be tailoring their trips to the grocery store to support their unique nutritional needs for themselves, their families, even their pets Industrial agriculture has done a number on the nutritional value and cleanliness of our food, and people will look to supplement deficiencies via the grocery aisle
Those aged 55 and over in the US accounted for 72% of wealth in early 2024 — and that share is increasing each year.
Maybe it’s our age, but is everyone talking their faces? The mainstreaming of invasive procedures
The “Silver Generation” (50+) is a growing group with significant purchasing power and intergenerational influence This active cohort defies age-related stereotypes, with a growing desire to embrace realness & inclusivity The future of wellness design will be defined by products and services that consider how people feel on the whole physically, mentally, and spiritually requiring innovations that connect all these aspects
By 2026, the global longevity market forecast (WGSN)
We now have a philosophy based upon the premise that my environment works against me by keeping me in a room with disordered light, by keeping me tuned into 24-hour news, by keeping me addicted to dopamine rewarding technologies, by disengaging real connection, growth, and the things we know make us happy.”
-Oliver Patrick, Clinical Director of Pillar Wellbeing at Raffles London
The Shou Sugi Ban Spa is rooted in connection to the natural world Its spa treatments draw from the inherent wisdom and curative properties of the ocean, local pine forests, wild flora, and indigenous herbs. The spa aims to create a space for guests’ individual desires for exploration, transformation, and harmony through body and mind
Conrad Spa
In LA, The Conrad Spa’s Quantum Harmonic recovery treatment is a 30-minute stress-relieving 'power nap’ with specially composed music and acoustic wave tech.
Aro Ha Wellness Retreat
Combining traditional wellness practices with modern technology, Aro Ha offers programs that include yoga, meditation, and hightech spa treatments in a serene natural setting Must travel to New Zealand.
Sha Wellness in Spain
This clinic integrates ancient Eastern therapies with advanced Western techniques, providing personalized wellness programs that include DNA-based treatments and holistic health approache
Soneva Soul
Situated in a UNESCO Biosphere Reserve, this spa combines ancient practices like acupuncture and Ayurveda with modern technologies such as IV drips and cryotherapy, providing personalized wellness journeys
Pet Wellness $109B
A pet’s quality of life is a top priority for owners, reflecting the ongoing humanization of pets that has revolutionized the market, projected to reach $109 billion by 2030
As we look ahead to 2026, wellness remains a central theme for both pets and their parents. Sustainability and wellness continue to take the spotlight, with a growing emphasis on adding a sense of joy and playfulness to the pet-owner experience Consumers are increasingly drawn to innovations that address specific needs while also sparking moments of happiness.
Pet Supplements: In 2023, U S pet supplement sales reached $2 49 billion The market is projected to grow to $1 05 billion by 2027, with a compound annual growth rate (CAGR) of 5.9% from 2021 to 2028.
Source: Hepper
KeepCalm & CuddleOn
The use of calming aids has grown 168% for dog and 178% for cats since 2018 to help aid pet anxiety.
Natural Pet Food: The global natural pet food market is expected to grow by 4 6% annually from 2023 to 2033, indicating a shift towards healthier dietary options for pets.
Source: Dogster
Caring for our Alphas
The system has not only failed the adults A prime example is the tween beauty trend that has 9-12 year old girls using skin care developed for aging skin by an industry that is notoriously unregulated
Of parents are e limit social medi favoring apps pr 75%
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Gen Alpha’s spe is projected to g times faster than groups worldwid (Bain and Comp
12yrs.
Modern childhood now ends around age 12, with pandemic stress accelerating brain i ki mic
59%
Gen Alpha individuals recognize mental health as a major concern 62% believe that educational institutions should prioritize mental health education over physical education (Vice)
“My patients are coming in with skin irritations and rashes because they are using niacinamide and retinol, which is meant for adults,” Dr. Brooke Jeffy, an Arizona-based dermatologist specialising in teen skin. “Skincare is so overexposed on platforms like TikTok that it is confusing my patients by recommending products that aren’t meant for them.”
-BOF, How Tweens Took Over the Beauty Aisle
WellnessWorld
Go Deep on Personalization: Opportunity to focus on underserved segments, like women in peri-menopause stages, or people with sedentary lifestyles
• Utilize technology such as AI, wearable data, and genetic testing to deliver hyper-personalized wellness plans
• Offer customizable product lines, like adaptogenic blends or skincare formulas
• Prioritize accessibility and inclusivity to ensure personalization meets the needs of diverse demographics
• Look to examples like Nutrafol and IWhoop, which succeed by making personalization their cornerstone
T a k e A c t i o n
Think At-Home Med Spa: Reimagine the at-home med spa to go beyond surface treatments and embrace holistic wellness
• Provide products and routines that nurture both physical and emotional well-being, using calming scents and soothing textures
• Introduce diagnostic tools for personalized care, like skin and hair analysis, to recommend tailored solutions (eg, Braun’s Skin iExpert Smart IPL with app integration)
• Highlight clinical efficacy by showcasing scientific backing, including research and clinical studies
• Partner with biotech firms to create innovative ingredients that deliver professional-grade results
"Auramaxxing" for Rest and Recovery: Auramaxxing taps into the rising interest in spirituality, mystical experiences, and ancient wellness practices
• Highlight sleep as a cornerstone of well-being with holistic, integrative solutions
• Champion “Soft Health” by shifting from intense fitness to gentle, accessible self-care
• Incorporate scents, sounds, and textures to craft offerings that evoke calm and relaxation
• Enhance simple pleasures with small joys and indulgences that resonate with consumers
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Be a unifier and social alchemist to promote wellbeing and community
Social engagement is down by 20hr/month since 2023 (Stylus) Provide consumers unifying and engaging co-created narratives and "Welltainment" spaces to connect and engage Recognize the importance of social connection for well-being and design spaces and experiences that facilitate this
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The LastWord
The world of wellness is vast In a world full of broken systems, toxic environments and sick people, it's one of the biggest, longterm growth opportunities It’s amazing to see how technological advancements fuse with ancient wisdom, how people increasingly see that so much of their physical health relies on their mental health (hello, stress) And let’s be real: health optimization, such a buzzword, still belongs to the wealthiest. For the majority of people who struggle to be well as part of a daily outcome, a sense of solace remains just out of reach.
“Wedon’tknow anything. Ultimately,there arefar more goodideas we can postrationalizethanthere are good ideas we can pre-rationalize. So why makethe abilityto rationalize somethinga prerequisitefor trying something?”
RorySutherland,Chairman OglivyUK
Personal Source Book
Information is everywhere and in this age of massniche media, we believe the new “TV Guide” is actually individual’s personal sourcebooks ie what’s in their feeds, who they follow, and where they go to find inspiration and info Here, we spotlight the creative havens of Brand Love Lab’s Co-Founder, Nadine Steklenski A passionate learner and collector, Nadine draws inspiration from unique places, tools, and archives that feed her curiosity and fuel her creativity
YouTube Playlist
Nadine’s curated YouTube playlist is a window into her current curiosities, featuring videos that spark creativity and expand perspectives Explore her playlist here
From the artful zines of Printed Matter in NYC to the romantic shelves of The Ripped Bodice, Nadine’s bookstore stops include Bart’s Books in Ojai, Les Bouquinistes in Paris, and The Last Bookstore and Arcana in Los Angeles
Midjourney
A favorite tool for iteration, Midjourney allows Nadine to experiment with ideas and push creative boundaries, turning imagination into vibrant visuals
At Brooklyn’s High Valley Books, Nadine discovers rare and archival magazines, indulging her love for tactile exploration and collector culture
Internet Archive
For deep-dive research, Nadine calls the Internet Archive a dream for collectors and creators Her personal favorites list is a treasure trove of obscure finds See her picks
For Nadine, friendships are a profound source of inspiration. Whether it’s latenight conversations, shared discoveries, or exploring new ideas, relationships remind her of the power of collaboration and the magic that comes from collective curiosity
CLOSING THOUGHT HUMANS RULE
If anything is becoming clearer in our dawning age of AI, is the beauty, depth, and wonderful weirdness of human creativity We’ve been early adopters of AI, learning how to integrate it into our work, and even where it can take hours off our schedule so we have more time to think up new ideas, or go see a museum exhibit, or visit stores with each other and see what is up in the real world AI is good Sometime’s it’s magnificent But if anything, we’re still bullish on the infinite potential of human creativity It feels like a true luxury craft to be able to imagine a new brand opportunity,to design a new retail experience, or write a story that connects to our clients in such a way it allows them to see their own potential, as if for the first time
Our vision for the future is that human creativity will be freer And our team is ready to meet the challenge
PS! For more frequent peeks into our brain, please join our New & Now substack (brandlovelab substack com)
