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- TrendThemeImpact AreasCategorySummaryReport
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Short Trend Summary
Younger B2B buyers (Millennials and Gen Z) are increasingly relying on external influencers, significantly impacting purchasing decisions.
Younger Buyers’ Influencer Reliance- Authenticity and Transparency Reign Supreme
- The Power of Community and Connection
- Influencer marketing
- Marketing
- Sales
- Brands & Advertising
- Business & Commerce
- Consumer Attitudes
Younger B2B buyers (Millennials and Gen Z) are increasingly relying on external influencers, significantly impacting purchasing decisions.
Forrester: Predictions 2025 B2B salesYounger Buyers’ Influencer Reliance
Younger B2B buyers (Millennials and Gen Z) are increasingly relying on external influencers, significantly impacting purchasing decisions.
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Short Trend Summary
TikTok's dominance as Gen Z's preferred platform makes it a crucial space for brands to build magnetism and engage with this demographic.
TikTok Drives Culture- Authenticity and Transparency Reign Supreme
- The Power of Community and Connection
- Values-Driven Consumption
- Content creation
- Digital Advertising
- Influencer marketing
- Social Media Marketing
- Brands & Advertising
- Culture
- Digital Platforms
TikTok's dominance as Gen Z's preferred platform makes it a crucial space for brands to build magnetism and engage with this demographic.
DCDX: Gen Z's top 25...TikTok Drives Culture
TikTok's dominance as Gen Z's preferred platform makes it a crucial space for brands to build magnetism and engage with this demographic. 
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Short Trend Summary
Social media platforms are increasingly driving both brand and pop culture moments, amplifying their reach and impact.
Social Media Driven Moments- Authenticity and Transparency Reign Supreme
- The Power of Community and Connection
- Brand awareness
- Consumer Behavior
- Influencer marketing
- Social Media Marketing
- Brands & Advertising
- Consumer Attitudes
- Digital Platforms
Social media platforms are increasingly driving both brand and pop culture moments, amplifying their reach and impact.
Tracksuit: Track record 2024Social Media Driven Moments
Social media platforms are increasingly driving both brand and pop culture moments, amplifying their reach and impact. 
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Short Trend Summary
Social connections and peer recommendations, particularly on platforms like Snapchat, are highly influential in luxury purchase decisions.
Social Influence on Luxury- Authenticity and Transparency Reign Supreme
- The Power of Community and Connection
- Brand Building
- Influencer marketing
- Social Media Marketing
- Brands & Advertising
- Consumer Attitudes
- Digital Platforms
Social connections and peer recommendations, particularly on platforms like Snapchat, are highly influential in luxury purchase decisions.
Ipsos: Snapchat exploring trends in...Social Influence on Luxury
Social connections and peer recommendations, particularly on platforms like Snapchat, are highly influential in luxury purchase decisions. 
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Short Trend Summary
While YouTube remains the most popular social media platform, TikTok and Snapchat are gaining traction among younger demographics, while X (formerly Twitter) experiences a decline.
Shifting Social Media Landscape- Authenticity and Transparency Reign Supreme
- The Power of Community and Connection
- Content creation
- Influencer marketing
- Social Media Marketing
- Brands & Advertising
- Consumer Attitudes
- Digital Platforms
While YouTube remains the most popular social media platform, TikTok and Snapchat are gaining traction among younger demographics, while X (formerly Twitter) experiences a decline.
OFCOM: Online nation 2024Shifting Social Media Landscape
While YouTube remains the most popular social media platform, TikTok and Snapchat are gaining traction among younger demographics, while X (formerly Twitter) experiences a decline. 
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Short Trend Summary
Social-first correspondents are becoming key players in fashion week coverage, offering unique perspectives and driving significant EMV.
Rise of Social Correspondents- Authenticity and Transparency Reign Supreme
- The Power of Community and Connection
- Brand communications
- Fashion media
- Influencer marketing
- Brands & Advertising
- Consumer Attitudes
- Digital Platforms
Social-first correspondents are becoming key players in fashion week coverage, offering unique perspectives and driving significant EMV.
Karla Otto: SS25 womenswear roundupRise of Social Correspondents
Social-first correspondents are becoming key players in fashion week coverage, offering unique perspectives and driving significant EMV. 
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Short Trend Summary
Brands and influencers are increasingly prioritizing diversity, inclusion, and ethical practices in response to consumer demand and regulatory changes.
Responsible Influence Grows- Authenticity and Transparency Reign Supreme
- Values-Driven Consumption
- Advertising
- Influencer marketing
- Social Responsibility
- Brands & Advertising
- Business & Commerce
- Culture
Brands and influencers are increasingly prioritizing diversity, inclusion, and ethical practices in response to consumer demand and regulatory changes.
Kolsquare: Trends report 2025Responsible Influence Grows
Brands and influencers are increasingly prioritizing diversity, inclusion, and ethical practices in response to consumer demand and regulatory changes. 
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Short Trend Summary
Individuals and brands are increasingly using provocative tactics to gain attention in the crowded online space.
Promotional Provocation- Authenticity and Transparency Reign Supreme
- The Power of Community and Connection
- Values-Driven Consumption
- Influencer marketing
- online reputation management
- Social Media Marketing
- Brands & Advertising
- Consumer Attitudes
- Digital Platforms
Individuals and brands are increasingly using provocative tactics to gain attention in the crowded online space.
Mørning: The age of relevancePromotional Provocation
Individuals and brands are increasingly using provocative tactics to gain attention in the crowded online space. 
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Short Trend Summary
Brands are maximizing Super Bowl ROI by creating multi-platform pre-game buzz and engagement, extending the campaign beyond the 30-second spot.
Pre-Super Bowl Buzz Building- Authenticity and Transparency Reign Supreme
- Experiences Over Material Goods
- The Power of Community and Connection
- Advertising
- Influencer marketing
- Super Bowl marketing
- Brands & Advertising
- Business & Commerce
- Consumer Attitudes
Brands are maximizing Super Bowl ROI by creating multi-platform pre-game buzz and engagement, extending the campaign beyond the 30-second spot.
Contagious: Grand prix insights 2024Pre-Super Bowl Buzz Building
Brands are maximizing Super Bowl ROI by creating multi-platform pre-game buzz and engagement, extending the campaign beyond the 30-second spot. 
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Short Trend Summary
Niche interests and deep fandoms are growing, offering brands opportunities to connect with engaged audiences.
Power in Niche Communities- Authenticity and Transparency Reign Supreme
- The Power of Community and Connection
- Values-Driven Consumption
- Community Building
- Influencer marketing
- Targeted Advertising
- Brands & Advertising
- Business & Commerce
- Digital Platforms
Niche interests and deep fandoms are growing, offering brands opportunities to connect with engaged audiences.
Dentsu: The year of impact...Power in Niche Communities
Niche interests and deep fandoms are growing, offering brands opportunities to connect with engaged audiences. 
