From being “Very demure, very mindful” to revelling in a Brat summer to gushing over Moo Deng the pygmy hippo, 2024 was a year defined by unpredictable and short-lived internet trends that provided comfort and humour to overstimulated and overwhelmed consumers. For brands, that meant a never-ending cycle of trying to keep up and capitalize on the high turnover of viral videos and cultural moments while contending with audiences’ shrinking attention spans and rising digital fatigue.
So, will that continue to be the case in the year ahead, or will 2025 usher in new cultural shifts for brands and consumers to navigate?
MSL Canada drew from a number of proprietary Publicis Groupe resources, including our very own Culture IQ to pull insights, trends and consumer data. From the economy and technology advancements to socio-cultural movements and changing perceptions about sustainability and ethics, we examined the forces influencing culture and consumer behaviour to help brands succeed in creating cultural moments that last, communities that matter, and products that truly earn their place in people’s lives.
What does this mean for brands?
The Offline Renaissance
Following the inundation of online trends and cultural moments in 2024, consumers are taking a step back from their digital lives in 2025. Reality is biting back in a big way as people yearn for more in-person experiences beyond screens.
For instance, dating app fatigue has inspired a resurgence in real-life gatherings and events. According to a June 2024 report by Eventbrite, attendance for dating and singles events geared towards millennials and Gen Z has increased 49% this year over last year. And in March, Match Group Inc. said the number of paying users on Tinder fell for the sixth straight quarter.
Brands are already taking note of this desire for real-life connection, such as Nike shifting its focus from digital marketing to opening physical fitness spaces and Athletic Brewing Co. hosting IRL events for people to bond over their shared love of beer.
Takeaway: Brands should prioritize real-world activations and live engagement over short-term social content. Whether it’s a retail pop-up or an event, invest in real-world brand building and give people a reason to connect in real life.
New Status Symbols
For years, status has been measured by physical appearance and body image. As our culture becomes increasingly obsessed with high-end gym memberships and optimizing one’s lifestyle for health and wellness, a new status symbol has emerged: the fitness metric. Devices like the Whoop, Apple Watch, and Oura ring allow consumers to track their health and fitness goals, measuring and fine-tuning every aspect of their day. It’s more than just tracking steps. Today, fitness trackers allow wearers to measure their protein intake, their sleep scores, and even their mental wellness.
As the cultural obsession with health and wellness grows, so too has consumer interest in products and services related to healthy aging and sleep hygiene. There is even somewhat of a generational divide in the wellness space, as younger people choose to drink less alcohol than older generations and have coined the term “calmcations,” vacations focused on tranquility and escapism.
Takeaway: Brands should consider focusing on products that help consumers build and measure health, fitness, and performance over appearance. It’s important to promote products and services that support health, longevity, and self-optimization to position your brand as a partner in better living.
Modern Money Mindsets
The definition of financial well-being has evolved too. In the past, many equated financial success with visible displays of wealth, such as lavish vacations, oversized homes, and luxury goods.
In today’s economic reality, people are reconsidering this narrative and opting for a more fiscally responsible mindset. For example, we’re seeing the rise of the “rent-first” lifestyle, in which younger generations are prioritizing the freedom of renting a home to avoid the burden of ownership and “overconsumption.”
These days, people are spending more strategically and focusing on building financial security instead of flaunting wealth. Now that “frugal is in,” consumers are looking to content creators who provide practical advice on saving, budgeting, and investing. Bradley on a Budget, for example, lives an extremely frugal lifestyle and shows others how to live on a tight budget. Tori Dunlop is a self-described “financial feminist” who teaches women how to make more, spend less, and feel financially confident.
Like accountability when it comes to health and wellness goals, Canadians want to be held accountable for their finances. This means the “treat yourself” and “gentle budgeting” era is on its way out, making way for practical financial tips, budget breakdowns, and salary transparency over excessive materialism and spending. Influencer, Bradley on a Budget is the ultimate example in frugality. He transforms everyday savings hacks into a lifestyle, proving that living well doesn’t have to cost a fortune.
Takeaway: Brands should focus on supporting consumers in their financial journeys and position themselves as an ally in the shift from conspicuous consumption to intentional, value-based spending. They should also be transparent and upfront about their pricing, savings opportunities, and financial plans to build trust.
Tough Love Takeover
While the past few years have given rise to gentle approaches, such as “soft girl” aesthetics, intuitive movement, and permission to indulge (“treat yourself”), in 2025, tough love is trending.
Canadians are no longer looking for comfort, they want clarity. This means the rejection of feel-good motivation in favour of “doing the work” that drives real change. From fitness to finance, there’s a growing demand for accountability.
We’re seeing this shift from “romanticizing your life” to “fixing your habits” in the rising popularity of “real talk” online personalities, such as Mel Robbins, who empowers her audience to take actionable steps to “fix their habits” change their behaviours.
Brands such as Equinox are also joining in with blunt, direct marketing campaigns about fitness accountability over unconditional body positivity. Liquid Death, Mid Day Squares, and OLIPOP are other brands that have adopted a “No BS” approach to communications to appeal to audiences’ changing tastes.
Consumers are also moving past spending guilt and embracing financial discipline, rejecting “treat yourself” culture in favour of tough-love finance influencers who challenge emotional spending.
Takeaway: In 2025, consumers are moving to accountability, not affirmations. Brands can nurture credibility with key audiences by embracing direct, empowering messages that are honest but not mean, and leaning into results-driven storytelling over promising instant gratification and quick fixes.
No matter the cultural shift, one thing is clear: the future belongs to brands and creators who build authentic, real-world engagement over fleeting digital hype.
To learn more about how to adapt your strategy to these cultural shifts, contact us today.