Shaping now, the next, and everything in between
FADS AND FUTURES IN THE SEVENTH EDITION
We’re looking at the quick hits (the fads) and the seismic shifts (the futures) that brands need to navigate. From AI’s full-time takeover of retail operations to a nostalgic nod to the early 2000s, here’s what we’re seeing in-market and in motion.
LIVE SOCIAL COMMERCE: From Likes to Checkouts
It’s not just about awareness anymore. Platforms like TikTok and Instagram are fast becoming digital storefronts, with creators turning engagement into earnings.
A sharp statistic from the Financial Times shows that live-shopping sessions have surged 93%, with creators like Kari Ann Wright raking in £ 150,000 per stream. Brands that still treat social as a “top funnel” play are already falling behind.
Fad or Future? This one’s maturing quickly. It’s a wake-up call for marketers to integrate shopping directly into content, especially in fashion, beauty, and FMCG.
GREENWASHING CRACKDOWN: Eco-Cred Claims Under Fire
Consumers are asking tougher questions, and regulators are, too. A recent Retail Bulletin report revealed that nearly 60% of sustainability statements are misleading.
Purpose-led brands like Dr. Bronner’s have already walked away from certifications like B Corp, citing concerns about credibility. The message? If your green claims aren’t rock-solid, you’re vulnerable.
Fad or Future? A future. Brands need to double down on traceability, verifiability, and supply chain transparency to retain trust.
GEN-AI GOES OPERATIONAL: Beyond Buzzwords
2025 is the year AI gets real. Microsoft data shows that brands are using generative AI to cut discover-to-purchase time by 53%. We’re not just piloting tools anymore—AI is becoming part of daily workflows.
From creative iteration to predictive offers and automation at checkout, Gen-AI is helping brands move faster and smarter.
Fad or Future? It’s a full-blown future. The question now isn’t “Should we use AI?”—it’s “Where are we not using it yet?”
Y2K NOSTALGIA: What’s Old is Viral Again
We’re deep into the 20-year pop culture cycle, and Gen Z is hooked. Brands like Dior, Nike, and Puma are reviving early 2000s products with a modern twist, sparking new demand for vintage vibes.
This goes beyond just fashion—it’s an aesthetic movement tied to an era before streaming and oversaturation.
Fad or Future? This one’s a cyclical fad—high impact, but brands need to make it fresh, not forced.
RETAIL-MEDIA RESET: From Land Grab to Proof Point
Retail media networks (RMNs) aren’t new, but they’re entering a new phase. What started as a land grab is now facing scrutiny over measurement, ROI, and incrementality.
Retailers like Amazon and Instacart are under pressure to deliver clearer reporting and performance-based partnerships, not just impressions.
Fad or Future? Future. The gold rush is over. Now it’s about proving value, and AI is poised to help retailers and brands connect the dots.
Key Takeaways
Evolve Your Media Mix
Green with Proof
Operationalise AI
Tap into Nostalgia, Responsibly
Demand Retail Media ROI
Read our Fads & Futures 7th Edition Report and explore what’s next in commerce, content, and culture.
Subscribe so you never miss an issue!
