Issue 003 – What’s next for connection and community in 2025?

As we settle into 2025, this month’s newsletter looks at some key trends within global youth culture that are set to continue developing this year. Whether it’s the platforms people are gravitating towards, the style and cultural movements taking centre stage, or lessons from brands that deeply understand their communities, we’re here to break it down.

Social Media's Fragmented Future

The almost-ban of TikTok in the US earlier this month crystallised a number of evolving trends in people’s attitudes to social platforms. While the outpouring of love from creators and users for TikTok has cemented the app’s appeal, the saga also underlined anti-Meta and anti-X sentiment, with people displaying an “anything but them” attitude. While Instagram retains significant relevance for now, emerging and smaller platforms – namely Reddit, Pinterest and even Snapchat – are continuing to grow, offering users their own distinct experiences. There are also challenger platforms like Pixelfed, a decentralised alternative to Instagram, gaining traction. With its recent mobile app launch, Pixelfed is a sign of what’s to come: a shift toward platforms that empower users and reduce dependency on major players. What we’re seeing is people curating a more diverse online experience, reducing use of any one platform. In this fragmented landscape, brands must look to do the same – avoiding over-reliance on single platforms and instead focusing on diverse community building, both online and offline.?

The Running x Street Culture Convergence

The intersection of running and creative youth culture isn’t new – running clubs like Run Dem Crew have inhabited this space for years – but it’s never been more acutely visible. As the trend for outdoor and performance wear continues to dominate, running style is interwoven within that, and a wider creative running culture is evolving and growing. What aligns running culture with street culture is its existence in the real world, its ability to foster genuine community and – when it comes to style – the dual requirements of function and aesthetic. Brands like HOKA and On Running are thriving in this space because they have catered very specifically to a set community in ways that giants like Nike have struggled to in recent years. They are building for the culture, from the culture. For brands looking to tap into this space, much like with street culture, it’s a lesson in commitment to authenticity and focusing on what the community is seeking.?

Boiler Room’s Audience Understanding?

Earlier this month, Boiler Room released its latest audience report, offering a detailed exploration of the global nightlife-loving youth it’s been connected to for over a decade. While the insights might not feel brand new, they underscore a key truth: nightlife isn’t just about going out – it’s about alignment with values, beliefs, and experiences that matter. From mindful approaches to alcohol consumption to spending intentionally on the “right” experiences, young audiences are investing in culture that reflects who they are. IRL events remain king for this outgoing, engaged crowd, and Boiler Room’s success lies in how deeply it knows its audience. This deep understanding enables them to craft hyper-relevant events, partnerships, and activations. It’s a blueprint for any brand looking to connect meaningfully with young consumers: know them, show up authentically, and create spaces where they truly belong.

Get Back to School

Finally – our podcast, Back2Skool, is your go-to for conversations with industry heavyweights like marketing legend Nadia Kokni, cultural connoisseur King ADZ, and futurist Will Higham. Designed to educate marketers on all things youth culture, it’s a deep dive into the trends, behaviours, and shifts shaping the industry – and why they matter. This year, we’re excited to explore topics just like the ones in this newsletter – and hope you’ll lock in. Got ideas or people you’d love us to feature? Hit us up – we’d love to hear from you.

To culturally charge your brand and gain a nuanced understanding of your strategic target, hit us up – there’s nobody nerdier about youth culture than Nerds Collective.