2025 Trends

2025 is here!

Just while you take a week or two to stop referring to things in Feb as ‘next year’, learn to write 2025 without having to have 2024 crossed out first and decide whether Dry Jan/Veganuary is really for you or whether you just need to eat some more veg and drink some water, we thought we’d ease you in to a fresh start with some trend predictions for arts and culture over the next 12 months. We’ve thoughts from journalists, editors, media agencies and creative directors but if you have any thoughts of your own please do get in touch! It's an interesting time to have a think about what this time next year might look like. 

Emily Jupp, freelance journalist who has written for The Evening Standard and The Independent

Have you seen Pantone's colour of the year? It's called Mocha Mousse, Pantone calls it 'A Rich Neutrality'. That says it all. That's the vibe for '25. It's cuddly, comforting, old classics. Hot chocolate, onion soup, teddy bears. Warm, easy on the palette, easy on the eye.

I went to FOCUS London in December, which is about TV trends. Easy, comforting escapism was said a lot, but also; serial killers. They make you feel safe too, in a way, because at least it hasn't happened to you; yet. I met with a producer: “Needs to look bright and airy” he said. “No prisons. Cosy crime, not grimy crime. Ideally; set it abroad”.

Lie back, relax, eat Mocha Mousse, watch Bridgerton, or Rivals. Hark back to a better time, when we didn't know the world was on fire. Make it disturbing, challenging, but not too much – and make them dance at the end. That's important. Then you've got a show.

Denholm Spurr, Managing Director of Off West End

We’re likely to see a continued decline in the dominance of traditional musicals and plays as the primary formats for theatre. In their place, gig theatre and other hybrid forms of performance that blend live music, storytelling, and multimedia elements are likely to gain prominence.. Alongside this, there’s a worrying trend of fewer producers and writers from lower-income backgrounds making it into the industry. Rising costs of living and a lack of sustainable support structures are creating significant barriers to entry, threatening the diversity and authenticity of voices in theatre.

As a result I feel Artificial Intelligence is poised to play an increasingly significant role in the arts. From AI-assisted scriptwriting and design to its use in performance itself—such as interactive, generative experiences—we’re just beginning to scratch the surface of how this technology will reshape storytelling and creative collaboration, despite the resistance. It may be the only way low income producers will be able to facilitate their careers; it’s exciting but we have to be careful of the wider impact on artists jobs and intellectual property.

Reuben Litman, Director of Cousin Media Group

Go back just a few years and Podcasts were trending yet remained low on a list of consumers’ preference for audio content. Move forward to today and Podcasts have become a staple, especially for younger audiences. 1 in 5 Gen Z are now tuning in and they rank just behind playlists and the charts for preferred audio content, jumping above radio shows. We can only imagine that this trend hasn’t reached its peak, and Podcasts will continue to become ever more valuable for reaching audiences in an immersive environment.

Source for stats: Global Web Index

We all know about some of the controversies on the Elon Musk-owned channel, X. With advertisers pulling budget from the channel due to brand safety concerns, despite the strong targeting capabilities, a gap appeared in the market. Step up Reddit! The channel has boosted its own targeting capabilities and looks to fill the gap in the conversational social channel ecosystem. We predict this is only the start and Reddit will go from strength to strength, pulling in a higher share of advertisers’ budgets over 2025.

Daz Gale, Editor, All That Dazzles

The success of new musicals like Operation Mincemeat and The Curious Case Of Benjamin Button shows people are happy to take a chance on newer musicals though there are still many going unnoticed. I hope to see this continue and grow so that more shows can enjoy the support and success many deserve. It's always worth taking a chance on something unknown as you might just discover the next big thing.

Jamie McLaren, Founder/Creative Director of Run Riot and Founder/CEO of the new Culture Circle which will be launching later this year!

Movement to counter technology

Looking to 2025, a trend that already exists will explode. It's a movement to counter technology. A movement that champions what it means to be human, the values of connection, authenticity, joy, empathy, sensuality, love. This is nothing new. But technology is forcing a beautiful, wide-eyed review. A wake-up call if you like.

Films shot on location offer more value to the production and local business than an AI generated clip. More nightclubs and music gigs will ask you to keep your phone in your pocket. Audiences will be awed by the raw talent and charm of live performances in theatre and dance, in theatres, on the streets - in contrast to the comparative isolation of VR goggles and gaming consoles. The power of connection through shared cultural experiences will genuinely resonate.

Media

Already happening - but you'll see this more: Artists and broadcasters from legacy media will turn to podcasts and YouTube where greater reach and profits can be generated.

More platforms will emerge, wanting to claim their niche audiences and market - combining human journalism and content creation alongside AI powered personalisation.

Technology

AI will continue to really shake things up for better and for worse. Will there be another Hollywood writers strike? Will there be legal tussles between 'talent', 'creators' and AI content creator companies?

Although AI may be integrated well into some work for stage, I don't see live performance being threatened by it (think back to that Wonka show in Scotland earlier this year).

AI for good. Deep Fusion Films are a good example of licensing talent for AI. The son of Michael Parkinson has produced 'Virtually Parkinson' a podcast using his fathers voice. I suspect we'll see more of this approach in 2025!

Live Events, Experiences, and Exhibitions

Extract from Activate Technology & Media Outlook 2025

Global consumer spend on live events and experiences will grow to almost $160B by 2028, driven by increased consumer demand for live professional sports and live music. To accommodate growing demand, and enhance the fan experience, we will see a wave of investment in new stadiums and arenas. The B2B exhibition industry in the U.S. will rebound to pre-COVID levels, reaching $15B by 2028.

Overarching vibe

The ongoing journey of being human in balance with embracing technology

Some other reports that take a look at wider cultural trends can be found here from comms agency Margaret and Pinterest.

If you have any thoughts on the way things are moving this year or resources you’re happy to share please do let us know, we’d love to hear from all walks of the cultural spectrum.

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