culture report 2025
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). We’ve drawn insights from data, proprietary research, conversations with our community, as well as our extensive network of creators, brand marketers and experts. All with the goal of helping marketers understand audience needs, so they can create solid connections.
TABLE OF CONTENTS
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GENERATION ALPHA ON THE RISE
For years, it's been ALL about Gen Z: their buying behavior, emoji use, attitude to work, influence on the English language…it’s safe to say they’ve left their mark.
But now we have a new generation of to-be consumers on the scene who are writing the next narrative.
Gen Alpha might still be at school, but they’re on track to make a big impact on the world. In fact, they’re already shaping culture as we speak.
We spoke to 433 Gen Alpha kids, as well as their teachers, parents, and experts to understand where the new kids on the block are at in terms of attitude and behavior, and how that’s sure to influence where they’re headed as they grow up.
Did you for instance know that their number one favorite platform is YouTube?
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and what about gen z?
Gen Z are notorious for being a generation that stands out. Whether that’s in terms of their views, their perspective, their attitude to work, their approach to work, their digital behaviors–their differences seem to cause more conflict than compassion.
But what isn’t talked about a lot is their tenacity. Their desire to learn. Their capacity to self-teach. Their willingness to contribute to a greater goal. Their ability to see things differently, because they know that change can only happen with a different perspective.
We spoke to Gen Z for a third year in a row to paint a more realistic picture of the generation that often seems misunderstood and underappreciated. In our report you'll find an in-depth analysis about what influences them, how they’re using social media, and how they’re spending their time.
get our culture report now!
If you want to make sure your brand stands out and sticks around, you’re in the right place. 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. Get the report now, and decode today's culture, before it's old news.
