Earlier this year, we came across Dentsu’s 2025 trends report, but it wasn’t just listing trends - it explored a deeper shift in our society: life no longer follows a clear and comfortable path. The traditional idea of progress—education, career, homeownership, retirement—doesn’t hold the same meaning for many, especially the younger generation. The report highlighted 3 points:
- What’s Timeless (a fundamental human need)
- What’s Timely (how that need is evolving)
- What’s Trending (the latest way it’s shaping behavior and culture).
Why are people redefining what matters? Although the world keeps changing, daily life hasn’t really improved that much. The old playbook for success no longer works as it did for previous generations. Careers, family structures, and financial security look different, making people ask: What actually matters?
Many now focus on well-being, stronger relationships, and meaningful experiences instead of following outdated expectations. But there’s a contradiction—while they seek simplicity, digital life keeps pushing new trends. Algorithms dictate what’s relevant and create a constant push/pull between slowing down and keeping up.
Dentsu highlights five key themes shaping this shift, and we’ve chosen two that directly impact how businesses connect with people: "The Togetherness Deficit" and "Curiouser and Curiouser." These themes show how consumers are reshaping relationships, curiosity and identity.
The Togetherness Deficit - People online are ‘craving companionship’
The way we connect has changed and the way we connect matters more than ever. Media has become fragmented and the lockdown years only made things worse. Even though life has returned to normal, the loneliness epidemic hasn’t gone away (WHO, 2024). In China, for example, young people now report having just 2.5 close friends on average (Soul via Jing Daily, 2024). In the UK, rising costs have forced at least nine music festivals to shut down, further reducing shared cultural experiences.
But here’s the thing—the more these moments disappear, the more valuable they become. People crave connection, and they’re finding new ways to build it, both online and offline.
One of the subtrends of this theme, “Craving Companionship” shows our desire for connection and companionship. Initiatives designed to create moments of real-world interaction became more often. The Timeleft App is a great example. Every Wednesday, in cities worldwide, strangers meet for dinner—each group handpicked by a personality-matching algorithm. The aim is to bring back real, face-to-face conversations in a world where friendships feel digital.
Moreover, AI-driven platforms, including ChatGPT, have become a source of emotional support, with some users treating them like personal psychologists. And while dating apps have always focused on romantic connections, more platforms now prioritize friendship and shared interests over traditional matchmaking.
Source: Dentsu Consumer Vision 2025, American Social Capital Survey
Dentsu also highlights an interesting subtrend called "Nostalgia is So Now." When life feels uncertain, people look back to when things felt simpler—even if they didn’t live through that time. For instance, a study by Ipsos and the Effies (Samira Brophy & Rachel Emms) found that 44% of people in Great Britain would rather have grown up during their parents' childhood.
This explains why brands that lean into nostalgia see a boost in engagement. The same report found that companies tapping into their heritage—through older logos, jingles, or classic ad campaigns—get an 8% increase in brand attention. It’s all because they recreate a sense of shared experience that feels rare today
The last subtrend, "Connected Communities," grabbed my attention because it reflects a shift I’ve noticed—more people are finding real connections online. 80% say they’ve found their key social group digitally (Exploding Topics, 2024). These communities bring people together in real life through shared interests like sports and books. Dazed points out that as traditional gathering spaces decline, these groups fill an important gap.
Also, what surprised me was how lifestyle apps, like Strava and Goodreads, have become unexpected places for friendships—and even relationships—to form. People still crave connection, but where they find it has changed.
With fewer face-to-face interactions, virtual spaces now play a bigger role in keeping people connected. Brands that recognize this can build stronger relationships if they support shared interests in online communities and use nostalgia.
Check out Geezerbuild’s approach to the Gundam fanbase by reviving conversations about the original Gundam film in Reddit communities. That simple move reconnected longtime fans, which made the new release feel more meaningful.
Curiouser and Curiouser - People online are craving new and diverse experiences
This theme caught my attention because it points out that despite having endless access to content, everything starts to feel the same. Instead of feeling more connected to the world, people crave new and diverse experiences. Entertainment and online communities have become key ways to explore different cultures. However, over-tourism and the commercialization of local traditions often turn genuine experiences into something staged. Hence, people want meaningful cultural exchanges, not just surface-level exposure.
One of the biggest shifts in the Dentsu report is "Fandoms Beyond Borders." Brands are no longer just focusing on local markets. They want international fan communities to reach new audiences and refresh their marketing.
For instance, this year, Starbucks Korea launched a Harry Potter-inspired collection, turning a simple coffee run into a themed experience.
In 2024, KFC launched an Immersive ‘Attack on Titan’ Campaign in Hong Kong in a way that excited fans.
KFC | 《進擊的巨人 The Final Season》 肯脆口 唞唞再進擊！
Luxury fashion brand Jimmy Choo teamed up with Sailor Moon in 2023, creating a collection that brought high fashion and anime together.
By working with global franchises, brands can reach new audiences while reconnecting with longtime fans. These collaborations also open doors to merchandising, adding new ways to grow. Jimmy Choo’s Sailor Moon launch in Tokyo proved the impact—products nearly sold out on day one, showing just how much fans wanted them.
The report also points to a shift in how people experience culture. Instead of just traveling to see new places, many engage with global cultures through fandoms, collectibles, and entertainment. They want more than just a visit—they want to feel part of something bigger.
Create meaningful connections in your next marketing campaign
People want more than just trends—they seek genuine connections and meaningful experiences that feel personal. Brands that recognize this trend will stay relevant, while others risk being ignored.
We help businesses reach passionate audiences and create marketing that feels real. Whether it’s nostalgia, online engagement, or cultural storytelling, now is the time to adapt.
Source:
https://www.dentsucreative.com/news/dentsu-creative-trends-2025
https://jingdaily.com/posts/soul-social-app-china-friendship-recession
https://url.uk.m.mimecastprotect.com/s/raqFC6Rw9f3ZL12vipfkI5QpOE?domain=theguardian.com
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