Top Topics 2025

January 29, 2025  |  Stephanie Barkow, Abby Rennicke

BVK  |  Healthcare  |  Travel & Tourism

As our world constantly changes, various consumer trends rise to the top of culture. Creativity seems to dissipate in favor of efficiency and recycled content, meaning brands connecting to culturally relevant topics stand out. Humans benefit from creativity and want it from brands, with 71% of U.S. respondents wanting advertisements to always be entertaining (Kantar U.S. Monitor).

Whether acknowledging the fragmentation of information, addressing cravings for tangibility and structure, understanding redefined households, or embracing fantastical expressions, brands that engage in the top cultural topics can champion creativity and breakthrough.

Information Fragmentation

Seemingly endless sources of information and content continue to mince consumers’ attention spans as over 8 in 10 millennials and Gen Z say they simultaneously split their time between televisions and other devices (Horizon Media). Organizations that share substantive content in a consumable form and tap into niche communities will provide the most value.

Tangible Comforts

As a foil to abundant digital stimulation, people are seeking comfort in what’s tangible such as printed books, movie theaters, and brick-and-mortar stores. With 79% of Gen Z having the goal of interacting with people more in the real world (The Harris Poll), brands can offer those connections.

Celebrating Structure

With 83% of U.S. respondents saying things feel out of control in America (Kantar U.S. Monitor), what was once considered boring is now more appealing such as structured routines and passively “bedrotting.” Brands that provide consistency can become trusted partners in people’s lives.

Absurdist & Fantastical

To balance the new-found comfort in routines, an infusion of fantastical aesthetics is sweeping culture with searches such as Modern Surrealism up 70% YOY (Pinterest). Organizations that allow themselves to have fun with frivolity and color will provide welcomed escapism for consumers.

Redefining Communities

One of the most universally impactful topics is the continued evolution of the family unit. Extended generations live in the same home and 9 in 10 respondents view their pets with familial status (Kantar U.S. Monitor). Brands that represent today’s household makeup will be most relatable.

If you’re ready to dive into these cultural topics, check out our general consumer and industry-specific Top Topics decks below, and feel free to reach out to us to chat.

This content was created in collaboration with members across the BVK Insights Team and BVK vertical leaders.

Download Decks

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is an SVP Insights & Planning at BVK

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Abby Rennicke is a Senior Brand Strategist at BVK

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