decode culture,
Before It's Old News

Chaotic feeds filled with crazy colors, and clean girls keeping it plain and light. We’ve seen it all. And now that we’ve arrived in 2025, the era of hyper-chaotic timelines filled with viral dances, random meme bursts, and frantic content overload seems to be fading away.

This marks the third year of publishing our findings and it's probably the most exciting one yet! If you ask us, there’s never been a more important time to understand what’s driving culture. Because today, culture decides, which is why all brands should focus on earning cultural relevance and resonance this year.Our longest report yet dives deep into social media trends, niches, cultural movements, and most importantly, the ever-evolving behaviors of Gen Z and Gen Alpha (the newest gen on the block).

What’s been going on, what are the (possible) effects, and what can you, as a creator or marketer, do to prepare for any further changes? Let us sum it up for you!

Every year brings new challenges, new opportunities, and a chance for a fresh start. Ready to hear what’s on our radar for the new year? Let’s dive into our agency predictions for 2025.

Just one year ago, the question 'Who is Roxy Dekker?' was still something that was asked sometimes (yes, by boomers, but still). But at this moment, that question isn’t even a possibility anymore. We think it’s safe to say Roxy Dekker is the moment.

Influencer marketing faces a moment of truth. As brands catch on to the changing social media landscape, the industry must rethink what makes an influencer truly valuable. Spoiler: it’s not their number of followers.