The Future 100: 2025

Social interaction is rapidly evolving – driven by technological advancements, changing values and a growing awareness of the importance of community and connection.

To thrive in this dynamic landscape, individuals and organizations must embrace new ways of building relationships, address the challenges of social isolation, and navigate the complexities of the digital world.

Discover the latest Social trends!

Key trends include:

Social Hobby Apps

Because hobby apps weren’t explicitly designed for dating, users feel less pressure to advertise themselves and, without that weight of expectation, connection with a tribe of people with shared interests comes with a feel-good factor.

Why it's interesting
People are seeking more meaningful digital interactions, turning to smaller, focused apps that connect them with like-minded individuals. These apps enhance real life, fostering passions and elevating hobbies from solitary pursuits to collective endeavors, offering a more authentic and engaging way to connect with others.

Brand Belonging

With 67% of people believing loneliness is an epidemic, it's starting to be thought of as a contagion, one that’s not only a personal and health concern but also extends into societal and political issues.

Why it's interesting
Recognizing the growing problem of social isolation, brands are taking steps to create a sense of community and belonging among their customers. By offering opportunities for connection, shared experiences and mutual support, brands can foster stronger relationships and address a critical social need.

The Curator Economy

As AI unleashes a deluge of content, tastemakers will sift the bland from the brilliant. Where once artists and creators needed craft skills, now the artist’s role is increasingly about taste, curation and refinement – becoming a decision-maker who guides and prompts the tools.

Why it’s interesting
In an era of information overload and AI-generated content, curators help people navigate the digital landscape. These individuals provide a valuable service by filtering out the noise and highlighting the voices and perspectives that matter most.

The era of ‘constant content’ is over. 2025 finds the world at its social media saturation point, with audiences feeling overstimulated and overwhelmed. Brands find themselves looking for ways to not merely stop the scroll but provide ways for people to improve their lives.