The word “unprecedented” was chosen as the word of the year in 2020 because the pandemic changed everything. Now, five years later, things that seemed new and rare are happening all the time. Old systems are breaking down because the world is different. Life used to feel like playing Super Mario Bros, where you move through levels in order. Now, life feels more like the game GTA, where you have to make your own choices, deal with surprises, and face unexpected challenges. There is no clear path ahead.

Business leaders can’t rely on plans that last ten years anymore. How can they plan when supply chains can break in just a few hours? Leaders need to be more flexible and ready for surprises. In times of big changes in the economy, society, and the planet, old ways of doing things don’t work well. We need to think in new ways and be ready for the future. Here are seven cultural trends that will shape the next year and beyond.

Breaking Systems

After World War II, many global organizations were created to help countries work together and trade freely. Big companies grew by using new markets, cheap materials, and workers from around the world. Globalization helped make products cheaper and businesses more successful.

But now, globalization is shrinking, and the world is becoming more divided. In 2023, there was a lot of violence, one of the worst since World War II. The World Trade Organization now expects global trade to shrink instead of grow. Our planet is also in trouble. Günther Thallinger, a leader at a big insurance company, says climate change could destroy capitalism. He said it’s not just about saving the Earth, but about saving the system that allows markets and society to work. Business as usual won’t work anymore. Companies need to stop just taking value and start creating it. It’s like fishing in a lake with no fish — we need new ways to survive.

Boomer Blockade

Even with bad news, you could say we are living in one of the best times in history. People live longer, healthier, safer, and richer lives than before. In 1900, the average life expectancy was 32 years. Now, in 2025, it’s 73 years. We have fought many diseases and helped billions of people live better lives.

But because people live longer, wealth and power move more slowly between generations. In the U.S., Baby Boomers own 52% of the country’s wealth but are only 20% of the population. In business, most board members are about 60 years old, but half the world’s people are under 30. This causes a gap between who makes decisions and who will live with the results. Young people often feel they can’t control their own future.

Older People in Ads and at Work

People over 60 rarely appear in ads. A study showed only 4% of people in ads worldwide are over 60. This means companies don’t show enough older people, even though they are important in society. At work, five generations are working together for the first time ever. This is a great chance for companies to help different age groups talk and work better by creating programs where young and older workers learn from each other.

Delayed Adulthood

When do people become adults? Traditionally, it’s at 18 years old. But many young people today, called Gen-Z, think adulthood starts at 27. This delay is because of money problems young people face. Many change jobs often because they can’t expect to keep one job forever. Many have side jobs because one income is not enough. They don’t trust big companies or systems because these don’t work well for them. This makes young people afraid of the future, and they often look back at the past with nostalgia, even if they didn’t live in it.

Young adults today don’t buy houses as much, live with their parents more, and are less likely to marry or have children. Life is harder for them than it was for their parents. Prices for rent and living are high, and many have less money to spend. This is a challenge for companies that sell things to lots of people. Brands should help young people with these tough times.

Young Men Feeling Lost

Because adulthood is delayed, some young men feel lost. Women have made big progress in school and jobs, and in some places, young women earn more than young men. But young men and women are growing apart in how they think and live. For example, young men are more likely to support conservative politics, and young women are more progressive. Many young men are single and feel unhappy about their jobs and love life. Some become nostalgic for old-fashioned ideas about men and society. They might also turn to religion more. There are few good role models for young men, and some bad influences have taken their place. Ignoring this problem has made it worse. Marketers can help by showing better examples of masculinity.

A Society of Individuals

People naturally like being social because it helped us survive. But now, with AI and robots, we can live more alone and still get what we need. We order food without talking to people, shop without meeting anyone, and some young people even use AI for emotional support. One survey found that 25% of young adults think AI could replace real romantic partners. This lack of real social contact helps explain why Gen-Z is the loneliest generation. Social connection is very important for health and happiness. That’s why young people still want real-life experiences and communities. Brands that help people meet and connect in real life will do well in the AI age.

Local Cultures Becoming Popular Again

The internet and media have made small groups and local cultures more popular. For many years, global culture, especially from the U.S., took over and made many local cultures less visible. But now young people like cultures from other countries, like Korean dramas or music from Puerto Rico. Even the Irish language is becoming popular again. People don’t all watch the same shows or like the same things anymore. Instead, algorithms show us content that fits our interests. Brands need to connect with these small groups and local cultures to succeed. It’s not enough to make one big ad; they must listen and work with these communities.

AI Changing Work and Economy

AI is changing the economy fast. In the past, machines changed how people worked in factories. Now, AI controls many jobs and decisions. Some companies only hire new workers if AI can’t do the job. Jobs like graphic design and writing are at risk. AI lets companies grow without hiring many people. For example, Meta has billions of users but fewer employees than factories in the past. Soon, one person could run a billion-dollar company using AI. As AI replaces more jobs, people will talk more about ideas like universal basic income (giving everyone money). But it’s still unclear what role humans will have in a world run by AI.

Published: 26th May 2025

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