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  • Trend
    Theme
    Impact Areas
    Category
    Summary
    Report
  • Premiumization through Fandom
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Hospitality
    • Live Entertainment
    • Spirits Industry
    • Brands & Advertising
    • Consumer Attitudes
    • Entertainment

    Luxury cocktail experiences are gaining traction with next-gen fandoms, shaking up a new era for premiumization in unexpected locations.

    Bacardi: Cocktail trends report 2025
    Premiumization through Fandom
    Luxury cocktail experiences are gaining traction with next-gen fandoms, shaking up a new era for premiumization in unexpected locations.
    Impact Areas Hospitality, Live Entertainment, Spirits Industry
    Themes Experiences Over Material Goods, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Entertainment
  • Prioritizing Minorstones & Joy
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Marketing
    • Mental Wellness
    • Product Development
    • Retail
    • Brands & Advertising
    • Consumer Attitudes
    • Culture

    Consumers are shifting away from traditional milestones, embracing smaller 'minorstones' and prioritizing daily joy and fulfillment.

    WGSN: Future consumer 2026
    Prioritizing Minorstones & Joy
    Consumers are shifting away from traditional milestones, embracing smaller 'minorstones' and prioritizing daily joy and fulfillment.
    Impact Areas Marketing, Mental Wellness, Product Development, Retail
    Themes Experiences Over Material Goods, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Culture
  • Privacy-First Marketing
    • Authenticity and Transparency Reign Supreme
    • Values-Driven Consumption
    • Consumer Privacy
    • Data Analytics
    • Digital Advertising
    • Brands & Advertising
    • Cybersecurity
    • Data & Privacy

    With the decline of third-party cookies, brands are shifting to first-party data and contextual advertising to maintain privacy compliance and build consumer trust.

    Aeroplane 2025: Branding trends report
    Privacy-First Marketing
    With the decline of third-party cookies, brands are shifting to first-party data and contextual advertising to maintain privacy compliance and build consumer trust.
    Impact Areas Consumer Privacy, Data Analytics, Digital Advertising
    Themes Authenticity and Transparency Reign Supreme, Values-Driven Consumption
    Categories Brands & Advertising, Cybersecurity, Data & Privacy
  • Privacy-Focused Monetization
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Consumer Behavior
    • Data Privacy
    • Digital Advertising
    • News Media
    • Brands & Advertising
    • Data & Privacy
    • Media & Information

    The decline of third-party cookies is forcing news organizations and brands to explore new, privacy-focused monetization models.

    Ipsos: What the future news
    Privacy-Focused Monetization
    The decline of third-party cookies is forcing news organizations and brands to explore new, privacy-focused monetization models.
    Impact Areas Consumer Behavior, Data Privacy, Digital Advertising, News Media
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Data & Privacy, Media & Information
  • 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 relevance
    Promotional Provocation
    Individuals and brands are increasingly using provocative tactics to gain attention in the crowded online space.
    Impact Areas Influencer marketing, online reputation management, Social Media Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • Prompt-Driven Economy
    • AI-Driven Transformation
    • The Power of Community and Connection
    • Business
    • Creative Industries
    • Technology
    • Brands & Advertising
    • Business & Commerce
    • Emerging Technology

    A new economy is emerging around the creation and monetization of AI prompts.

    Horizon Media: Top trends 2025
    Prompt-Driven Economy
    A new economy is emerging around the creation and monetization of AI prompts.
    Impact Areas Business, Creative Industries, Technology
    Themes AI-Driven Transformation, The Power of Community and Connection
    Categories Brands & Advertising, Business & Commerce, Emerging Technology
  • Purpose Punk Activism
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Advertising
    • Brand Activism
    • Consumer Behavior
    • Marketing
    • Social impact
    • Brands & Advertising
    • Consumer Attitudes
    • Culture

    Brands are moving beyond traditional purpose marketing, embracing activism and humor to address social issues and connect with purpose-driven consumers.

    Smallworld: How brands win in...
    Purpose Punk Activism
    Brands are moving beyond traditional purpose marketing, embracing activism and humor to address social issues and connect with purpose-driven consumers.
    Impact Areas Advertising, Brand Activism, Consumer Behavior, Marketing, Social impact
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Culture
  • Radical Brand Stretching
    • Experiences Over Material Goods
    • Values-Driven Consumption
    • Brand strategy
    • Innovation
    • Market Expansion
    • Brands & Advertising
    • Business & Commerce

    Brands are increasingly stretching their boundaries through innovation to find new growth opportunities.

    Kantar: Marketing trends 2025
    Radical Brand Stretching
    Brands are increasingly stretching their boundaries through innovation to find new growth opportunities.
    Impact Areas Brand strategy, Innovation, Market Expansion
    Themes Experiences Over Material Goods, Values-Driven Consumption
    Categories Brands & Advertising, Business & Commerce
  • Real-Time Data Deficiency
    • AI-Driven Transformation
    • Campaign Optimization
    • Market Research
    • Performance Measurement
    • Brands & Advertising
    • Business & Commerce
    • Emerging Technology

    Lack of real-time data hinders marketers' ability to adapt creative strategies and measure impact effectively.

    Statista: 2025 Marketer's Guide to...
    Real-Time Data Deficiency
    Lack of real-time data hinders marketers' ability to adapt creative strategies and measure impact effectively.
    Impact Areas Campaign Optimization, Market Research, Performance Measurement
    Themes AI-Driven Transformation
    Categories Brands & Advertising, Business & Commerce, Emerging Technology
  • Redefining Life-Stage Marketing
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Customer Segmentation
    • Marketing
    • Product Development
    • Brands & Advertising
    • Consumer Attitudes
    • Lifestyle

    Consumers are prioritizing personal growth and individual milestones over traditional life-stage markers.

    TikTok: What's Next 2025 Trend...
    Redefining Life-Stage Marketing
    Consumers are prioritizing personal growth and individual milestones over traditional life-stage markers.
    Impact Areas Customer Segmentation, Marketing, Product Development
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Lifestyle
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