Backslash, the global cultural intelligence unit powered by TBWA and serving the agencies of Omnicom Advertising Group, has released its 2025 Edges glossary, a deep dive into the 39 cultural shifts reshaping the world
2025 Edges comes at a time when most brands are chasing cultural relevance by mimicking the latest buzzword or online micro-trend of the moment.
The report said the stream of copy-and-paste content is contributing to the so-called "culture rot," and challenges brands to stop trying to please the algorithm.
TBWA\Melbourne CSO Eloise Liley said culture has become something for brands in Australia to hijack.
“But as demonstrated by ‘brain rot', 2024's word of the year, people are ready for movements of change, not moments,” she said.
“They seek human truths that leave us to stop and think, not trends that leave us mindlessly scrolling by.
“In 2025, brands have a choice - to aim for cultural relevance or to push past it and strive for cultural creation.”
Edges are global shifts with the scale and Iongevity to help brands turn cultural blur into business opportunities. They are rooted in human values, recognisable through both online and offline behaviours and designed to unlock clear business opportunities.
This year's report includes the latest manifestations of the biggest and most relevant cultural conversations taking place around the globe--from generative Al to sustainability, and personal development to survivalism. 2025 also brings three new Edges: Eco-Realism, Maturity Paradox and Transparency Receipts.
Eco-Realism, speaks to how environmental action plans are taking a turn for the practical. This shift comes as a growing number of corporations scale back their previous sustainability targets, and as common practices like carbon offsetting and tree planting are exposed as not-so- effective distractions.
Looking ahead, Backslash predicts that fanciful ambitions will be outshined by more affordable, scalable, and readily-available solutions.
Maturity Paradox explores the decoupling age and maturity. With today's kids growing up faster and adults holding on to their youth for longer, Backslash anticipates that behaviours and expectations tied to certain age groups will be turned upside down or dissolved entirely.
This shift holds major implications for how brands target and design for different generations - marking the end of the three-stage structure of life and the start of a more fluid approach.
Transparency Receipts looks at how expectations around supply chain transparency are skyrocketing as skeptical shoppers demand a peek behind the curtain. This deeper traceability is being enabled by technologies like blockchain and RFID tags and enforced by upcoming laws like the EU Digital Product Passport Regulations.
Backslash advises brands to get ahead of the shift by proactive providing clear proof of a product's social and environmental impact.
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