emerging
Embracing the Dark
Brands are acknowledging uncertainty about the future by incorporating dark, mystical themes, but with an underlying message of hope and transition towards a brighter future.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
In 2025, brands are expected to adopt a darker, more mystical tone in their communication, reflecting the widespread feeling of uncertainty. However, this trend isn't about pessimism; it's about acknowledging challenges and finding purpose in difficult times. "In 2025, brands will shift the mood of their communication from dazzling joy to dark mysticism to resonate with customers that might feel gloomy or uncertain about the future ahead." Campaigns like "Born to Steal: Yours, Mine" will draw inspiration from noir films, while others will focus on stories of overcoming adversity, as exemplified by Under Armour's "Forever Is Made Now" campaign. Visually, this translates to violet color palettes, grunge aesthetics, desaturated colors, and rough typography, referencing gothic, hard rock, and post-apocalyptic art.
Context Signals
Increased searches for 'noir' and 'midnight sky'
Born to Steal: Yours, Mine campaign
Under Armour's Forever Is Made Now campaign
Edge
This trend could create opportunities for brands to engage in more meaningful conversations with their audiences about societal challenges.
The use of dark and mystical themes could also lead to more visually striking and memorable campaigns.
Brands that successfully navigate this trend can connect with consumers who are seeking authenticity and emotional resonance.
