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Big thanks to Fast Company for being the first to spread the news about 2025 Edges. "Most brands are chasing cultural relevance by mimicking the latest buzzword or online micro-trend. TBWA’s report argues that this endless stream of what it calls “copy-and-paste content” is contributing to the culture rot. The challenge is for brands to stop trying to please the algorithm and start using cultural insights to actively contribute to the human experience." Check out the full article here: https://lnkd.in/gFwwzU6i

2025 Edges are here, offering a much-needed roadmap out of the culture rot. Download the glossary here: https://lnkd.in/dR4A-5MX This year’s Edge glossary comes at a time when culture is becoming more and more conflated with content. While it’s nearly impossible to find a brand today that isn’t striving to be culturally relevant, the reality is that most marketers who obsessively track “culture” are actually tracking a deluge of aesthetics, buzzwords and micro-trends that live and die online in a matter of weeks. But the hard truth is that there’s no shortcut to cultural relevance. Truly relevant brands don’t flex to whatever aesthetic or buzzword will get attention on a given week. They provide inspiration rather than seeking it out. They define their purpose and stick with it at all costs. And they build for their most obsessive fans rather than for shareholders. Edges were born for this exact mission. In this year’s report, you’ll find 39 cultural shifts that can help brands become relevant with a capital “R.” They’re not temporary fads or flash-in-the-pan trends, but fresh manifestations of the biggest and most relevant cultural conversations taking place around the globe—from gender roles to generative AI, sustainability to survivalism. Huge thanks as always to our network of 300+ Culture Spotters who contribute their global insight.

In this week’s \Brief: Loyal’s anti-aging pill for dogs passes a key FDA milestone; A new photo-sharing app offers a more private alternative to Instagram and TikTok;?Massive Attack sets a world record for the lowest-carbon live music event. Learn more here: https://lnkd.in/gRt78624 #longevity #fda #socialmedia #lowcarbon #sustainability

In this week’s \Brief: Equinox Hotels partners with Stripes Beauty to launch a menopause-focused spa treatment; Michelin-starred restaurant Luca transforms its bar into a screen-free morning café; U.S. fertility startup Future Family offers a money-back guarantee for IVF. Learn more here: https://lnkd.in/g-bTH9NV #menopause #spa #hospitality #ivf #insurance?

In this week’s \Brief: Collagen-infused clothes blend fashion with wellness science; Biotech company Humacyte receives FDA approval to produce bioengineered blood vessels; The Ordinary launches a free platform that breaks down skincare myths. Learn more here: https://lnkd.in/gQ9g9YNX #fashiontech #biotech #fda #skincare #transparency?

In this week’s \Brief: The first IVF kangaroo embryo marks a breakthrough in conservation efforts; Amsterdam considers implementing a program to educate expats about Dutch culture; Miami Beach creates a fake reality show to keep rowdy spring breakers away. Learn more here:?https://lnkd.in/gNdyg7Vk #IVF #amsterdam #expat #languageexchange #tourism #mindfultourism?

In this week’s \Brief: A global radio platform offers an alternative to AI-powered music recommendations; Neko Health secures $260M to expand its body-scanning clinics; A new Luxembourg water tower doubles as a habitat for birds and bats. Learn more here: https://lnkd.in/gqkjnChZ #spotify #radio #bodyscan #healthtech #rewilding #wildlife

In this week’s \Brief: A haptic vest from Inxects lets users "feel" environmental stress; The Estée Lauder Companies Inc. invests in smart fragrance tech that prevents nose blindness; A new program in Washington, D.C., distributes robotic pets to lonely seniors. Learn more here: https://lnkd.in/gy9Qc7s6 #climate #environment #fragrance #loneliness #robotics?

In this week’s \Brief: Australia commits over $42 million to improving the lives of the autistic community; Walmart teams up with NAVER Z (ZEPETO) to sell physical clothes through an immersive virtual environment; Young people in London trade swipes for more sophisticated supper clubs. Learn more here: https://lnkd.in/gD84mfyr #autism #immersiveretail #metaverse #walmart #offline

In this week’s \Brief: PlayStation’s new tech lets players smell their way through games; Gen Z swaps smartwatches for classic retro timepieces; Indonesia invests $28 billion in free meals for school children and pregnant mothers. Learn more here: https://lnkd.in/gFAvRHtY #playstation #smartwatch #indonesia?