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Trends Themes Authenticity and Transparency Reign Supreme

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Authenticity and Transparency Reign Supreme 354
AI-Driven Transformation 454
Experiences Over Material Goods 269
Navigating Global Uncertainty 391
The Blurring of Physical and Digital Realities 159
The Power of Community and Connection 455
Values-Driven Consumption 430
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A-Z Z-A
  • Trend
    Theme
    Impact Areas
    Category
    Summary
    Report
  • Experiential Travel Prioritized
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Hospitality
    • Tourism
    • Travel
    • Consumer Attitudes
    • Culture
    • Travel & Tourism

    Gen Z values experiences and connection over cost when traveling, prioritizing in-person interactions and cultural immersion.

    PION: Youth trends report 2024
    Experiential Travel Prioritized
    Gen Z values experiences and connection over cost when traveling, prioritizing in-person interactions and cultural immersion.
    Impact Areas Hospitality, Tourism, Travel
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Consumer Attitudes, Culture, Travel & Tourism
  • Failing Software Customer Success
    • AI-Driven Transformation
    • Authenticity and Transparency Reign Supreme
    • Customer Retention
    • Customer Success
    • Software Industry
    • Business & Commerce
    • Emerging Technology

    Despite increased investment, software customer success is failing due to a mismatch between vendor support and customer needs, particularly in technical implementation.

    Bain: Technology report
    Failing Software Customer Success
    Despite increased investment, software customer success is failing due to a mismatch between vendor support and customer needs, particularly in technical implementation.
    Impact Areas Customer Retention, Customer Success, Software Industry
    Themes AI-Driven Transformation, Authenticity and Transparency Reign Supreme
    Categories Business & Commerce, Emerging Technology
  • Falling Influencer Rates
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Advertising
    • Branding
    • Influencer marketing
    • Brands & Advertising
    • Business & Commerce
    • Digital Platforms

    Increased competition among influencers and demand for demonstrable ROI are driving down collaboration costs.

    Kolsquare: Trends report 2025
    Falling Influencer Rates
    Increased competition among influencers and demand for demonstrable ROI are driving down collaboration costs.
    Impact Areas Advertising, Branding, Influencer marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Business & Commerce, Digital Platforms
  • 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
  • Female Inclusivity Drives Bottom Line
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Brand Building
    • Marketing
    • Social impact
    • Brands & Advertising
    • Consumer Attitudes
    • Culture

    Brands are recognizing the importance of authentic female representation and empowerment in their marketing strategies.

    TikTok: What's Next 2025 Trend...
    Female Inclusivity Drives Bottom Line
    Brands are recognizing the importance of authentic female representation and empowerment in their marketing strategies.
    Impact Areas Brand Building, Marketing, Social impact
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Culture
  • Filtered Focus
    • AI-Driven Transformation
    • Authenticity and Transparency Reign Supreme
    • Customer service
    • E-commerce
    • Marketing
    • Retail
    • Brands & Advertising
    • Business & Commerce
    • Consumer Attitudes

    Overwhelmed by choices, consumers crave simplicity and efficiency, demanding clear communication and streamlined experiences.

    Euromonitor: Top global consumer trends...
    Filtered Focus
    Overwhelmed by choices, consumers crave simplicity and efficiency, demanding clear communication and streamlined experiences.
    Impact Areas Customer service, E-commerce, Marketing, Retail
    Themes AI-Driven Transformation, Authenticity and Transparency Reign Supreme
    Categories Brands & Advertising, Business & Commerce, Consumer Attitudes
  • First-Party Data Dominance
    • AI-Driven Transformation
    • Authenticity and Transparency Reign Supreme
    • Advertising
    • Customer Relationship Management
    • Marketing Automation
    • Brands & Advertising
    • Business & Commerce
    • Data & Privacy

    With increasing privacy concerns, first-party data is becoming crucial for targeted advertising and personalized experiences.

    Web FX: 2025 digital marketing...
    First-Party Data Dominance
    With increasing privacy concerns, first-party data is becoming crucial for targeted advertising and personalized experiences.
    Impact Areas Advertising, Customer Relationship Management, Marketing Automation
    Themes AI-Driven Transformation, Authenticity and Transparency Reign Supreme
    Categories Brands & Advertising, Business & Commerce, Data & Privacy
  • First-Party Data Prioritization
    • Authenticity and Transparency Reign Supreme
    • Values-Driven Consumption
    • Customer Relationship Management
    • Data Privacy
    • Marketing Analytics
    • Brands & Advertising
    • Business & Commerce
    • Data & Privacy

    With the decline of third-party cookies, first-party data is becoming essential for personalized marketing and building trust.

    B2B Group: B2b media in...
    First-Party Data Prioritization
    With the decline of third-party cookies, first-party data is becoming essential for personalized marketing and building trust.
    Impact Areas Customer Relationship Management, Data Privacy, Marketing Analytics
    Themes Authenticity and Transparency Reign Supreme, Values-Driven Consumption
    Categories Brands & Advertising, Business & Commerce, Data & Privacy
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