Why 2025 is the new 2016

From viral bottle-flipping challenges to iconic Coachella headliners, and unforgettable bangers that still live rent-free in our minds, it felt like the world was on the brink of a cultural renaissance. The rise of meme culture, the boom of social media, and the spontaneous creativity we witnessed were all signs of a cultural moment that felt fleeting yet significant.

Little did we know, seismic shifts were just around the corner. Political upheaval, global challenges, and years of uncertainty would soon redefine our collective experience.

Fast forward nine years, and the world feels drastically different. We’ve weathered political unrest, adapted to a global slowdown, and trudged through survival mode. But now, there’s a subtle shift in the air.

As the saying goes, "winds in the east, mist coming in."

If we look to the cultural decade cycle as a lens to help us understand and analyse cultural trends (Ewens, 2022), two key themes emerge that provide commentary on shifts in societal values and future movements.

2016: Creativity for creativity's sake

The cultural zeitgeist of 2016 marked a period where creativity flourished without boundaries. This was an era defined by playful, fleeting trends that captured the spirit of the times. 

Memes like Damn Daniel, the Harambe phenomenon, and the Mannequin Challenge represented a new form of digital expression. We were drawn to the sheer fun and ridiculousness of these trends, made possible by platforms like Instagram, Snapchat, and Vine (RIP 2016). These platforms encouraged bite-sized, viral content that prioritised virality over depth or conversion.

The beauty of this era was its emphasis on participation for participation’s sake. Attention and community became the ultimate reward. Whether it was a viral meme or a silly dance challenge, the focus was on the joy of creative expression, not on monetisation or consumer action.

However, in the years that followed, we saw a shift. As platforms matured and brands became more savvy, there was an increasing pressure to convert attention into action. The need for monetisation grew, and content creation began to carry underlying motives that audiences quickly began to notice. The playful creativity of 2016 gave way to more polished, commercially-driven content, which is evolving into a sense of brand distrust and fatigue (Maguire 2025).

2025: Creativity for genuine expression

But if we apply the cultural decade cycle theory, the future points to a return to the creative roots of 2016. 

We can expect to witness a creative revival that embraces imperfection and experimentation. In this new era, creative output could shift from being a race to trends, to a more introspective journey of personal expression. Platforms may begin to reward authenticity, originality, and depth over mere quantity and virality, as seen with Sophie Tea Art. Artists and creators, free from the constraints of algorithms and commercial incentives, may return to creating for the sake of expression—rather than chasing instant gratification or viral success. 

2016: Consumer journeys and instant gratification

2016 was also an era of instant gratification. E-commerce and marketing capitalised on immediate conversions—one-click purchases, "buy now" ads, and Instagram influencers driving impulse buys. Consumers were conditioned to seek quick payoffs, whether in the form of dopamine hits from likes and comments, or products delivered via same-day shipping. The convenience of technology made these experiences not only possible but expected.

2025: Consumer journeys and meaningful experiences

As the years have passed, however, the consequences of this quick-fix culture have become clear. The constant need for instant satisfaction has taken a toll on our attention spans, mental health, and overall wellbeing. Now, as we move toward 2025, there is a subtle but unmistakable shift. Audiences are no longer solely chasing immediate gratification. Instead, they are searching for meaningful experiences (Ekert, 2024).

The future of consumer journeys will likely see more complex, multi-touchpoint interactions that reward patience and curiosity. Brands will focus on crafting narrative-driven experiences that unfold over time—similar to the rise of "slow commerce". This shift will see value placed on wellness, sustainability, and mindfulness, encouraging a slower, more thoughtful pace. In this new landscape, time itself may become the new cultural luxury. We’ve seen the likes of Patagonia and Levi make these shifts as leaders in this space. 

Consumers will seek deeper connections with brands, experiences that evolve and resonate with their values. Brands that embrace this trend could redefine what it means to engage with customers in a meaningful way.

Key learnings for 2025

As we look ahead at creativity and crafting consumer journeys, three key learnings emerge that can guide our approach to 2025:

1. Reflection and intentionality: The Cultural Decade Cycle reminds us to learn from the spontaneity of 2016, while aligning creativity and consumer behaviour with more purposeful, meaningful engagement. We must move beyond trends for the sake of trends and ask ourselves: What is the deeper value we are creating? What long-term impact are we aiming for?
2. The human element: In a world increasingly dominated by AI and automation, the emphasis on creativity for its own sake reaffirms the importance of the human touch. Whether in art, content creation, or consumer interactions, the human connection will remain paramount. Consumers will seek out experiences that feel personal and authentic, not automated or manufactured.
3. Sustainability of engagement: The rise of viral moments and instant gratification has given way to deeper, more thoughtful interactions. This shift may well define the future of both creativity and commerce. Engagement will no longer be measured by immediate reactions, but by the depth of connection, loyalty, and shared values. Sustainable engagement will become the new metric of success.

A new chapter begins

Ultimately, predictions for 2025 hint at a renewed pursuit of joy, connection, and creativity. This feels like the beginning of something special: a return to the free-spirited energy of 2016, but with a more intentional, thoughtful approach. 

Just as the winds of change are blowing in, the cultural landscape seems ready to embrace a new era—one that prioritises deeper connections, meaningful creative expression, and a slower, more mindful approach to life. The future is unfolding in unexpected ways, and we’re about to witness a revival of the things that truly matter.