This year's report emphasises the urgency for brands to transcend superficial trends and contribute more meaningfully to culture, addressing the growing concern around cultural rot, characterised by an overload of repetitive and banal content. 

While most brands today chase cultural relevance, few truly shape it. Instead of adding value, brands mimic fleeting trends — desperately latching onto fleeting buzzwords, aesthetics and viral moments, says TBWA. 

TBWA says that as the attention economy dominates the Internet, people and brands have been turned into content machines, chasing relevance and dopamine hits, which ultimately leaves them feeling overstimulated, underwhelmed, always online, but disconnected.

According to the agency, this sentiment is reflected in the 2024 words of the year: 

• "brain rot," highlighting the cognitive decline caused by endless, mindless scrolling
• "enshittification," an apt description for the deterioration of online platforms as companies prioritise profits over user experience, and
• "slop," which is the flood of bizarre, low-quality AI-generated content dominating social media (think: "shrimp Jesus" and "Trump Gaza").

For brands in 2025, the challenge is clear: stop following the algorithm and start creating meaning, says TBWA\South Africa's CEO, Luca Gallarelli. 

"The future belongs to those who build for impact, not trends, shaping culture rather than just reacting to it. The reality is that most marketers and journalists tracking 'culture' are actually just following fleeting micro-trends; it's more about virality than values. Cultural movements have shrunk into brief, recycled moments, endlessly reposted but rarely practised in real life. This fixation on digital relevance has left society overstimulated yet disconnected, proving that the attention economy has reached a breaking point," says Gallarelli. 

TBWA says the 2025 glossary introduces three new Edges, each reflecting emerging societal dynamics:

Eco-Realism

This Edge recognises a shift in environmental action plans, as companies scale back sustainability targets and make compromises. In response, we're seeing a growing movement towards implementing affordable, scalable and readily available environmental solutions, like anti-Climate Change Conference gatherings that push for practical, inclusive and human-centric climate solutions that protect the masses over the privileged few.

Maturity Paradox

This Edge explores "fluid aging," which sees the blurring lines between age and maturity. With children growing up faster and adults trying to fend off aging, "age-appropriate" behaviours and expectations are being turned upside down.

Transparency Receipts

In an age of skepticism, consumers are demanding greater transparency from brands about product origins, labelling and supply chains. Technologies like blockchain, along with forthcoming regulations such as the EU Digital Product Passport and transparent pricing, are empowering consumers with deeper insights into product impacts.

Backslash's insights offer a roadmap for brands aiming to navigate the complexities of modern culture thoughtfully and authentically, says TBWA. 

The 2025 Edges report calls on brands to move beyond superficial engagement and actively contribute to cultural enrichment, not add to the digital clutter. By aligning with enduring human values and addressing genuine societal needs, brands can foster deeper connections and drive positive change. 

A shift is afoot, says Lesego Kotane, MD of Yellowwood and TBWA Chief Strategist.

Kotane concludes, "The opportunity for companies is immense, but it does require rising above the fast and fleeting to focus on the deeper, more enduring role you can play in culture. With Edges, our goal is to help brands uncover tomorrow's opportunities — by choosing one or two of these shifts to own and invest in for the long term, brands can do their part to stop the rot and bring some much-needed life and soul back into culture."

For more information, visit www.tbwa.com. You can also follow TBWA\Hunt Lascaris on LinkedIn or Instagram.

*Image courtesy of contributor