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Trends Subcategories Brand Management

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  • Trend
    Theme
    Impact Areas
    Category
    Summary
    Report
  • Evolving Influencer Landscape
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Brand Partnerships
    • Influencer marketing
    • Social Media Marketing
    • Brands & Advertising
    • Business & Commerce
    • Culture

    The traditional influencer model is shifting towards authentic co-creation with content creators who share genuine affinity with brands.

    Jack Morton: 5 cultural truths...
    Evolving Influencer Landscape
    The traditional influencer model is shifting towards authentic co-creation with content creators who share genuine affinity with brands.
    Impact Areas Brand Partnerships, Influencer marketing, Social Media Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Business & Commerce, Culture
  • Evolving Intimacy
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Community
    • Family
    • Relationships
    • Brands & Advertising
    • Culture
    • Family

    People are redefining intimacy and connection, moving beyond traditional family structures and seeking diverse forms of support.

    Horizon Media: Top trends 2025
    Evolving Intimacy
    People are redefining intimacy and connection, moving beyond traditional family structures and seeking diverse forms of support.
    Impact Areas Community, Family, Relationships
    Themes The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Culture, Family
  • Evolving Retail Media Networks
    • AI-Driven Transformation
    • The Blurring of Physical and Digital Realities
    • Advertising
    • E-commerce
    • Retail
    • Brands & Advertising
    • Business & Commerce
    • Consumer Attitudes

    Retail Media Networks (RMNs) are becoming full-funnel marketing assets, offering targeted advertising and personalized experiences.

    Kantar: Marketing trends 2025
    Evolving Retail Media Networks
    Retail Media Networks (RMNs) are becoming full-funnel marketing assets, offering targeted advertising and personalized experiences.
    Impact Areas Advertising, E-commerce, Retail
    Themes AI-Driven Transformation, The Blurring of Physical and Digital Realities
    Categories Brands & Advertising, Business & Commerce, Consumer Attitudes
  • Evolving Search Landscape
    • AI-Driven Transformation
    • The Power of Community and Connection
    • Artificial Intelligence
    • Digital Marketing
    • Search Engine Optimization (SEO)
    • Brands & Advertising
    • Digital Platforms
    • Emerging Technology

    Social media and retail platforms are challenging Google's dominance in search, with AI playing a crucial role in understanding user intent and requiring brands to adapt their SEO strategies.

    WARC: The future of media...
    Evolving Search Landscape
    Social media and retail platforms are challenging Google's dominance in search, with AI playing a crucial role in understanding user intent and requiring brands to…
    Impact Areas Artificial Intelligence, Digital Marketing, Search Engine Optimization (SEO)
    Themes AI-Driven Transformation, The Power of Community and Connection
    Categories Brands & Advertising, Digital Platforms, Emerging Technology
  • Evolving Social Media Engagement
    • AI-Driven Transformation
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Advertising
    • Brand Building
    • Social Media Marketing
    • Brands & Advertising
    • Business & Commerce
    • Digital Platforms

    Declining attention spans on social media require brands to prioritize creative innovation and personalized content.

    Kantar: Marketing trends 2025
    Evolving Social Media Engagement
    Declining attention spans on social media require brands to prioritize creative innovation and personalized content.
    Impact Areas Advertising, Brand Building, Social Media Marketing
    Themes AI-Driven Transformation, Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Business & Commerce, Digital Platforms
  • Experiential Brand Loyalty
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Brand Management
    • Customer Experience
    • Marketing
    • Brands & Advertising
    • Business & Commerce
    • Consumer Attitudes

    Personal experience with a brand is the most significant factor influencing brand perception and loyalty.

    DISQO: Consumer trends 2025 report
    Experiential Brand Loyalty
    Personal experience with a brand is the most significant factor influencing brand perception and loyalty.
    Impact Areas Brand Management, Customer Experience, Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Business & Commerce, Consumer Attitudes
  • Fandom-Driven Media Value
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Brand awareness
    • Fan engagement
    • Influencer marketing
    • Brands & Advertising
    • Culture
    • Media & Information

    Celebrity fandoms, particularly in K-Pop, K-Drama, and Thai-Drama, are creating a significant peripheral effect, amplifying brand visibility and EMV.

    Karla Otto: SS25 womenswear roundup
    Fandom-Driven Media Value
    Celebrity fandoms, particularly in K-Pop, K-Drama, and Thai-Drama, are creating a significant peripheral effect, amplifying brand visibility and EMV.
    Impact Areas Brand awareness, Fan engagement, Influencer marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Culture, Media & Information
  • Fandom-Focused Marketing
    • Authenticity and Transparency Reign Supreme
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Brand Loyalty
    • Community Building
    • Targeted Marketing
    • Brands & Advertising
    • Consumer Attitudes
    • Entertainment

    Brands are tapping into the power of fandom by targeting highly engaged fan communities, particularly in sports and music, to drive deeper connections and loyalty.

    Audacy: Share of audio trends
    Fandom-Focused Marketing
    Brands are tapping into the power of fandom by targeting highly engaged fan communities, particularly in sports and music, to drive deeper connections and loyalty.
    Impact Areas Brand Loyalty, Community Building, Targeted Marketing
    Themes Authenticity and Transparency Reign Supreme, Experiences Over Material Goods, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Entertainment
  • Fandoms: Nurturing the Niche
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Advertising
    • Community Building
    • Marketing
    • Social Media
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    Brands are building affinity by tapping into niche fandoms and micro-communities, connecting with content creators who co-create alongside their followers.

    D&AD: Trend report
    Fandoms: Nurturing the Niche
    Brands are building affinity by tapping into niche fandoms and micro-communities, connecting with content creators who co-create alongside their followers.
    Impact Areas Advertising, Community Building, Marketing, Social Media
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • Fashion-tainment Focus
    • Experiences Over Material Goods
    • The Blurring of Physical and Digital Realities
    • Brand Storytelling
    • Event production
    • Experiential Marketing
    • Brands & Advertising
    • Consumer Attitudes
    • Entertainment

    Brands are embracing spectacle and entertainment to create memorable experiences and amplify their digital presence.

    Karla Otto: SS25 womenswear roundup
    Fashion-tainment Focus
    Brands are embracing spectacle and entertainment to create memorable experiences and amplify their digital presence.
    Impact Areas Brand Storytelling, Event production, Experiential Marketing
    Themes Experiences Over Material Goods, The Blurring of Physical and Digital Realities
    Categories Brands & Advertising, Consumer Attitudes, Entertainment
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