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Summer of ’25: This Year’s Trends You Can’t Afford to Miss
Wander | June ’25
SUMMER HAS OFFICIALLY LANDED ☀️
And with it comes those high-impact months on the marketing calendar. Audience attention shifts, routines change and the content they crave looks a little bit different.
The brands that stand out? They’re the ones that show up with a strong sense of identity and aren’t afraid to adapt to the ever-changing social trends.
From reactive content and seasonal storytelling to campaigns that drive real engagement from authentic voices, this season is full of creative opportunities.
With things really starting to heat up, we’ve taken a look at what worked last summer, what’s gaining momentum now and how you can make the most of the mega trends on the horizon and keep your brand in the spotlight.
Last year we had Brat Summer, which BROKE the internet and became the talk of the entire summer.
The era of Charli XCX’s BRAT album turned into a cultural mood, a mindset, a LIFESTYLE.
No huge ad spend in comparison to usual album launches of this size, no over polished rollout. Just a bold, brilliant aesthetic that felt real and totally unapologetic and came straight from the artist.
In fact, Collins Dictionary literally made “brat” its word of the year.
But what made it land?
It was effortless. It was everywhere. And it was authentic.
Charli’s community owned the narrative remixing visuals, jumping on the aesthetic and turning it into something way bigger than a standard album drop.
A masterclass in building hype without pushing it.
But it managed to break out of just Charli’s immediate community, it made waves with dances, viral moments, celeb endorsements and even managed to convert some of the most sceptical into fans, further driving the success of the campaign.
What’s more, the marketing was easy to replicate.
Just a bold green background featuring some text in all lowercase. (We even made our own version for this newsletter!)
Proof that sometimes less is more and producing something that resonates with audiences can send your brand far without the need for a mega corporate sales push.
But brat wasn’t the only thing doing the most last summer…
Across socials, we saw:
- Brands tuning into trends, selectively jumping on viral audio only when they genuinely fit their vibe, resulting in authentic content that naturally boosted visibility across feeds.
- Influencer marketing that felt like real recs. Actual creators who align with your values, choosing sponsorships that best reflected them, no pretending to put mascara on here… 👀
- Video STILL reigning supreme. We know the rise in video is marketing’s worst-kept secret, but last year it was clear that brands were finally clocking on to it.
- Community-first thinking. Brands stopped chasing followers and started prioritising connection.
The best summer campaigns didn’t scream for attention, they opened conversation. Less noise, more nuance.
And the takeaway? People don’t want to be perfect. It’s overrated.
They want honest, creative and clever content that knows when to speak up and when to lean in.
BUILDING YOUR 2025 SUMMER STRATEGY
Think of your summer strategy like a sandcastle… no, you don’t need a bucket and spade, but you do need good foundations, well-thought-out structure, and a brand strong enough to impress if an unexpected wave washes it away.
This summer is all about standing out through realness, creativity and genuine connection. We’re taking last year’s authenticity and dialling it up to 100.
User-generated content continues to rule the social media scene.
Nothing builds trust like real voices from your own audience, sparking engagement in a way polished ads simply can’t match.
Having a distinct and authentic brand voice is key. Generic noise just won’t cut it anymore; personality needs to shine through in your marketing strategy.
Niche marketing and micro-influencers continue to prove their worth, as smaller creators tend to have the most engaged and loyal communities.
This means building real connections without needing massive budgets is totally achievable. Any engagement is important, but engagement from your target audience specifically is golden.
Plus, social selling is now totally normal! Nearly half of Gen Z want to discover products through short-form video like TikTok and Reels, according to Hubspot. Hands up, how many of you are victims of TikTok shop hype?!
Of course, we can’t talk about marketing trends without bringing up those two letters on everyone’s lips… AI.
Search marketing remains important as AI-powered search grows, weaving relevant keywords into your copy and SEO, with a solid site foundation, is still vital for discovery.
AI-generated content is EVERYWHERE. Yes, it can be a helpful tool, but the brands doing their marketing right are those investing in original creativity.
We’ve already seen AI copy taking over our social feeds and now it’s creeping into video content too. As generated content saturates more of the feed, truly authentic takes are gonna stand out even more.
Being YOU = Being ahead of the curve this summer.
(We did a WHOOOLLLEEEE deep dive into AI vs Real Creative, go give it a read!)
Sharing your values openly is no longer optional. Audiences want to know what you stand for, so authenticity and integrity should be at the heart of your messaging, not just slogans or token gestures. (Check out our latest Pride marketing guide for more info on this)
Finally, don’t shy away from creative disruption. Bold, boundary-pushing moves get noticed and remembered, so take risks and shake things up this summer. There’s a reason Charli XCX ruled 2024 with a messy party girl aesthetic, so find your inner brat and let it free.
Careful where you jump.
Not every trend is the right one for your brand and if it doesn’t fit, your audience will clock it INSTANTLY.
We’re all for pushing boundaries and doing things differently, but not at the cost of your brand’s identity.
Going viral for the wrong reasons? Not the vibe.
Staying true to your brand voice is everything. If you’re jumping on a trend, make sure it’s not just for 5 seconds of fame.
The good news?
There’s always space to do your OWN thing, trends don’t appear overnight. Every viral post was once someone else’s original idea!
Authenticity is the secret to building a brand that lasts.
Even Charli XCX knew when to wrap the Brat era, but she finished it with a bang instead of fizzling out.
Her final post was a bold nod to who could carry the torch next.
Bon Iver? Lorde? Ari Aster? Darren Aronofsky?
The internet ate it up. Proof that even an ending can bring new momentum.
This summer’s shaping up to be a hotbed for cultural moments, viral energy and real brand impact. There’s space for everyone at the table.
If you’ve got a story to tell, now’s the time to tell it. Jump in, show up and make this summer yours.
What are we up to?!
We’re backing brands that break the mould and want to make an impact this summer, featuring stories worth talking about.
We have wrapped on a huuuuuge project and the big reveal is just around the corner… we know we’ve been banging on about this for months, but it’s worth the frickin’ wait
Wanna to stand out this summer?
Let’s talk → welovewander.com/contact
