Summary of our four big cultural trends for 2025
Firstly, a bit of an apology. It has been an incredibly busy start to the year for my agency, Defiant. We had three big pitches and have been helping to create a number of super exciting projects with our existing clients.
However, things are a bit calmer now (only a bit, mind 😂), so I should be looking to publish again next Friday.
In the meantime, I wanted to offer a quick recap, in one place, of the four biggest cultural trends we’ve covered this year—just in case some of you have missed them. These are further down in this newsletter
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NUMBER ONE: EMBRACE THE WEIRD
In a world of constant distraction and while so many brands continue to play it straight - lean into the weird and wonderful. Confuse to arrest attention, grab fame and unlock growth.
NUMBER TWO: FIGHT FOR THE TRUTH
In a world where the truth is increasingly under threat brands can cut through by seeking authenticity and honesty.
NUMBER THREE: THE POWER OF SIMPLICITY
In a world of increasing complexity, brands that leverage the power of simplicity have a competitive advantage
NUMBER FOUR: EAT THE RICH
We live in a time where inequality has never been greater. Brands can and should reflect this reality and hold truth to power.
The subline of numbers two and three are the same.
Thanks for the insights!