Ins and Outs for 2025
From superfandoms and prediction markets to positive masculinity and campus free speech clubs, here's what I'm betting is hot (and what's not) in the new year 🎊
From campus protests, a historic summer leading to an anything-but-ordinary election, and a Gen Z obsession with all things nostalgia, it’s been quite a year.Thanks for being a part of mine. Here's what I'm betting is hot (and what's not) in 2025.
OUTS
Political correctness
President-elect Donald Trump won. The majority of America is on the other side of being P.C.
Gerontocracy
After the Biden-Trump rematch that wasn’t, the spotlight’s on how to engage young people in politics. Groups like Run Gen Z and Run for Something (that support young people running for office) are seeing a surge in interest.
Constant scrolling and phone addictions
Brain rot is toxic and our generation recognizes the need to unplug. The youth-led Log Off Movement is gaining traction.
Seed oils
Regardless of the science, seed oil panic is all over Instagram, fueled by health-fluencers and the Make America Healthy Again crowd. Companies that use them are starting to pay attention.
Standing up for causes others say you’re supposed to believe in
Clicktivism and social media activism is slowly fading as young Americans realize its performative nature is net-negative for progress.
Sambas
This one may sting for some. Sorry.
Long nails
They get in the way.
Brat
It had its moment this summer. But that moment has passed.
The Manosphere
It may have boosted Trump, but a wave of young voices — including women — will change the podcast ecosystem.
Refusing to talk to people with a different (or controversial) opinion
Avoiding dialogue with acquaintances -and even friends! - who hold controversial views has deepened misunderstandings between groups. There’s growing recognition that open conversations are essential to bridging divides.
Putting the responsibility on Gen Z to save us all
Our generation has grown up amid crisis and is itching to tear down institutional norms. There’s more of an understanding that, as wrote in his Six-Chart Sunday post this week, the ‘Kids Aren’t Alright,’ and may not save us after all.
Celebrity endorsements
At least when it comes to politics. Hollywood feels out of reach (and out of touch) for a generation that grew up on TikTok.
INS
Superfandoms
One place where celebrities *will* move the needle? Their own brands. While stars might not have power to sway votes or beliefs, superfandoms will continue to grow as celebrities realize their superpower — direct engagement — creates loyalty, relevance, and maybe even empires.
Digital cameras
Digital cameras are back, both nostalgic and modern. As pointed out in her After School newsletter this week, digital cameras were one of Gen Z’s top Christmas gifts.
Positive masculinity
Positive masculinity is rising as talk of toxic masculinity fades, with new initiatives recognizing that alienating men isn’t the answer. Men are sick of being blamed and there are going to be more conversations that recognize that.
Prediction markets
From Polymarket to Kalshi, we’ll continue to see people putting their money where their mouth is.
Collabs with Twitch and gaming streamers
Collaborations with Twitch streamers are prime for brands and individuals to tap into loyal audiences. Watch this space for politicians who could capitalize on this, too. Think Rep. Alexandra Ocasio Cortez playing Among Us supercharged.
Crypto
Is surging and will likely continue to amid a friendly Trump-admin environment. Will NFTs rebound too?
Women’s sports and women’s athletes
Women’s basketball is already a hot commodity. In 2025, keep an eye on women’s tennis. As Megan Rapinoe and Sue Bird said, recent investments in women’s sports are a response to calls from fans.
Debate club dinners
Debate club dinners will be the next iteration of last year’s dinner party trend, creating salons for political discourse in the Trump 2.0 era.
Campus free speech clubs
New spaces are emerging for students to express themselves after last school year’s controversial protests and debates.
Animal print
My 14-year-old cousin tells me cheetah print is all the rage with younger Gen Zers. Those on the older cusp of Gen Z say they’re looking out for cow fabrics.
The rise of Kai Trump
Expect Kai Trump, who ends the year with 1.3M TikTok followers, to become as much of a household name as Ivanka, Don Jr. or even Tiffany. She recently vlogged watching a rocket launch with Elon Musk.
Trade and skill-based learning in colleges and high schools
As the cost of higher education rises and the American Dream becomes further out of reach, people are learning skills directly applicable to the job market.
Barely-there make up
Simplicity and subtlety is key as people do more with less. Brands like Saie, Rhode, Merit, Rare Beauty, and Ilia are already capitalizing on the ‘no-makeup’ make up market.
AI disclaimers
In an year where artificial intelligence is certain to take an even stronger hold on of all our lives, watch for companies to label content that’s been created by bots.
Politically coding culture
Republicans did this well by embracing UFC and traversing the podcast ecosystem. Democrats will surely start to adopt similar tactics.
Book clubs IRL
Less BookTok and more face-to-face discussion about what everyone’s reading. Young people are craving community and this is a good way to forge it.
Pokémon cards
As part of Gen Z’s nostalgia, there’s been a resurgence in the hobby of trading cards. Pokémon TCG Pocket is a new app who’s recent success compliments the budding interest.
Religious customs
From Passover seders and Shabbat dinners to young men’s growing interest in church, there’s an appetite for in-person connection over religion even if a belief in God is lower amongst members of Gen Z than older generations.
What’s on your list?
These are just my predictions. What are yours?
I'll be shocked but pleased if constant scrolling and phone addiction really go "out" :-)
Love it, Rachel!