Powered Predicts 2025
At Powered, we’ve scoured the Internet, dissected every trend report and asked the nation, to uncover what’s next.
This year, we’re betting big on nine cutting edge trends that are going to shape, and reshape, 2025 and beyond.
Explore Powered's Big Bets for 2025
Click the trends to learn more.
Perfection Rejection
Factory Reset
New Now-stalgia
Shop the Show
Age Blending
Sentient Sidekicks
The Great Divide
Reinventing the Remix
The AI Arena
Perfection Rejection
Building on the Brat aesthetic, it’s time to embrace authentically joyful messiness.
The Evidence
• Chaos cakes are in as ”silly cake” searches increase +115%
• ”Dopamine décor,” “cluttercore,” and “cosy maximalism” are trending in interiors
• “Lived-in” fashion as grunge and imperfection reign, inspired by Julia Fox’s anti-it girl style
Brand Implication
Embrace imperfection. Brands no longer need to colour within the lines or neatly tie it up with a bow. Push the boundaries and lean into being perfectly imperfect.
How Brands Are Embracing Imperfection
Specsavers leans into chaos
Doritos gives the fans control
Ryanair shocks and entertains
Sources: Pinterest Predicts 2025, Marketing Dive
Factory Reset
Forget anti-aging creams and fad diets, it’s time to hit "factory reset" through biohacking and embracing cutting-edge techniques to regain youthful vitality.
The Evidence
• 75% of Australians want more personalised health solutions
• 900% increase in Google searches for “biohacking” in the past 90 days
• Bryan Johnson drives the conversation with his new “Don’t Die” series on Netflix
Brand Implication
Explore how your brand can help people look and feel more youthful (both physically and mentally).
How Brands Are Helping People Regain Youthful Vitality
Women's health with OURA
Mushroom madness
Upgrade Labs
Sources: The Aging Analytics Agency, Nine Consumer Pulse, Shameless Media ‘What does a 30 something look like’
New Now-stalgia
Economic anxieties are causing young people to yearn for the pop-culture comforts of their youth, reviving past trends to ease the challenges of “growing up."
The Evidence
• The Polly Pocket movie is anticipated to mimic the Barbie effect
• Childish interiors with primary colours and playful patterns
• Pinterest searches for “charms” are up 65% since 2023
Brand Implication
Brands need to be able to look back, but with meaning — be wary of nostalgia-washing! Draw authentic inspiration from the past to remind people of better times.
How Brands Are Winding Back the Clock
Iconic noughties mags return
Weet-Bix Kids make a comeback
Heineken brings back the brick
Sources: Pinterest Predicts 2025, Marketing Dive
Shop the Show
Life becomes a shoppable experience as e-commerce intercepts entertainment, blurring the lines between binging and buying.
The Evidence
• 75% have searched for a product online after seeing in a TV show
• 57% of those who searched made a purchase
• 17% actively made a purchase while watching the show
Brand Implication
Brands should look for deeper, more seamless e-commerce integration opportunities across entertainment content to help people shop the show.
How Brands Are Blurring Integration Lines
Strategic partnerships
Shoppable ad formats
Next level Amazon Affiliates
Sources: Stylus Pop Culture & Media Futures 24/25, TV Rev, BenLabs Product Placement report
Age Blending
It’s time to throw out the rulebook on “age-appropriate” behavior, to embrace a world where interests and lifestyles are no longer dictated by birthdate.
The Evidence
• 88% of Aussies believe connecting with people is less about age, and more about values
• Young people are embracing gardening, knitting and bread baking whilst older audiences are travelling, clubbing, dating and creating!
Brand Implication
Brands need to embrace the intergenerational mash up, connecting with consumers based on shared values and interests, not age alone.
How Brands Are Connecting Through Interest Not Age
Magnum #NeverStopPlaying
JD Williams tears up the rulebook
Gen Z knits with Innocent
Sources: Stylus Look Forward, 2025, Nine Consumer Pulse, 2024
Sentient Sidekicks
As AI increasingly infiltrates our lives, it evolves from simply being a helpful tool for work and admin tasks, to a life companion and friend.
The Evidence
• 64% of Gen Z Australians use AI for personal purposes (vs 15% for professional)
• ChatGPT top queries: philosophical and existential questions, personal advice, emotional support and hypothetical scenarios
• Most popular tools: ChatGPT (71%) and Snapchat My AI Chatbot (27%) are most popular
Brand Implication
Brands can embrace AI companions to forge deeper connections with consumers by injecting human-like personality.
How Brands Are Using AI to Forge Deeper Connections
Replika's My AI Friend App
Meta's Influencer Avatars
Nike Never Done Evolving
Sources: Stylus Look Ahead report, 2025, Chat GPT, Year13 AI Amplified report, 2024
The Great Divide
There is rising backlash against typically “woke” culture and campaigns, with the shift towards conservatism.
The Evidence
• "Woke" has become a dirty word, with too many brands accused of "woke-washing"
• 64% of Australians are more likely to buy from brands that take a stand on social issues that matter to them.
Brand Implication
Brand activism is more important than ever, but there is no space left for being performative. Stand up for what you believe in with authenticity, or don’t participate at all.
How Brands Are Standing Up for
What They Believe In
Ben & Jerry's advocate for change
Orange champions women's football
Lego supports inclusivity
Sources: McKinnon Poll, July 2024, Mapping Social Cohesion, 2024 Report
Reinventing the Remix
Pop culture brand fusions are getting taken to a whole new level. It's not just about blending genres or styles anymore, it's about completely reimagining them.
The Evidence
• 37% of 2024 marketing budgets were spent on collabs as brands embraced the marketing-pop culture mashup
• Wicked delivered 70+ brand collabs across fashion, beauty, technology, food and drink, home goods, and more
Brand Implication
Embrace the remix. Turn on shuffle mode and see what interesting and exciting collabs your brand can create.
How Brands Are Turning on Shuffle Mode
Michael Cera x CeraVe
Sally Hansen x Jared McCain
AirBnB x Polly Pocket
Sources: Foundry, State of Partner Marketing 2024
The AI Arena
In 2025, AI enters the arena as technology opens up a whole new playing field, helping sports fans get closer to the action.
The Evidence
• 61% of Aussies actively seek extra content through highlights, replays, athlete interviews and expert analysis
• Fans expect personalised broadcasts with multiple camera angles, real-time data visuals, gamified virtual environments and customisable commentaries
Brand Implication
Brands can help fans get in the game by providing in-depth AI analysis, real-time insights and adding new layers of accessibility and entertainment.
How Brands Are Helping Fans Get In the Game
Match insights with IBM's Watson
Tailored viewing with NBA AI
Pitch side seats with Apple
Source: Kantar Report, The Fan Engagement Playbook, 2024
From audience trends to cultural shifts, Powered Predicts 2025 delivers actionable insights to help brands stay ahead and make their mark in the year to come.
Request a tailored presentation and together let’s shape your 2025 strategy.
