At MKTG, we are professional fanatics—observing, listening, analyzing, and always staying curious. 

Our philosophy to trend identification is simple: 

• We believe trends are not a precursor to culture—they are culture. 

• We believe true trends reveal themselves across industries, platforms, sports, and social. 

• We uncover the real story by identifying underlying motivators. 

This approach enables us (and our clients) to ideate smarter, tell better stories, and connect deeper. 

Now, let's delve into a few major trends from Q4: 

Her Voice = Heard – MAINSTREAMING 

 
WHAT’S ON THE RISE 
Women’s voices are no longer just participating in media—they’re redefining it. This shift is driven by the rise of creators and commentators who bring authenticity, humor, and unique perspectives into traditionally male-dominated spaces. The result? Women are claiming a seat at the table, shaping conversations, and commanding attention across platforms. 

IN CULTURE 
Women-hosted podcasts are breaking records. Kylie Kelce's debut episode dethroned Joe Rogan’s long-standing hold on the top slot, while Alex Cooper’s Call Her Daddy continues to evolve the narrative of female-led storytelling. - LINK 

IN SPORTS 
The NFL’s new partnership with Betches signals a shift, combining witty, female-focused content with football culture. This collaboration targets younger women, showing how lifestyle media can reframe sports to appeal to underrepresented audiences. - LINK 

Functional Fandoms - MAINSTREAMING 

WHAT’S ON THE RISE 
Products that balance practicality and personal expression are becoming essentials for Gen Z and Gen Alpha. Customizable water bottles, colorful phone wristlets, and quirky self-care items like Starface stickers aren’t just tools—they’re symbols of individuality and community.  

IN CULTURE 
Phone wristlets are having their moment, combining bold colors, fun designs, and security as phone thefts rise. These accessories are fashionable, functional, and perfectly Instagram-worthy, reinforcing their appeal to style-conscious Gen Z and Gen Alpha consumers. - LINK 

ON SOCIAL 
TikTok is driving a new wave of viral product discovery. TikTok’s live-stream shopping events have evolved into cultural moments. Shoppers aren’t just buying—they’re watching, chatting, and making purchasing decisions as a community. - LINK 

Make Your Own Influencer - MAINSTRAMING 

 
WHAT’S ON THE RISE 
As traditional influencers feel less and less approachable as their celebrity status grows, niche personalities and everyday figures are emerging as the new icons. From celebrity lookalikes to beloved animals like pygmy hippos, people are gravitating toward hyper-specific, relatable “influencers” they choose to champion. 

IN CULTURE 
Celebrity lookalikes are turning their uncanny resemblances into opportunities. Events like the Timothée Chalamet lookalike contest in Washington Square Park not only went viral but also led to brand partnerships for winners. In a world where traditional celebrities feel untouchable, these doppelgangers offer a relatable, fun alternative. - LINK 

ON SOCIAL 
Moo Deng, a pygmy hippo with a growing fanbase, has become an accidental influencer. Visitors flock to meet her in person, proving that influence can emerge in unexpected ways—highlighting how fans are drawn to humor, authenticity and joy over polished personas. - LINK 

Vibe Economy - DECLINING 

 
WHAT’S ON THE RISE 
Emotions, intuition, and “vibes” are overtaking facts as the primary drivers behind cultural and commercial decisions. People are choosing experiences, products, and even political stances that align with their emotional states, reflecting a collective shift toward prioritizing feelings over logic in an increasingly unpredictable world. 

IN CULTURE 
Brands are tapping into this shift with mood-first strategies. Smirnoff hired a “Chief Vibes Officer” to curate experiences, Google Maps introduced “vibe checks” for neighborhoods, and platforms like Spotify focused on emotional curation with playlists like “Chill Vibes” that fit every mood. These examples showcase how emotional resonance now defines success across industries. - LINK 

ON SOCIAL 
Even voting behaviors are being influenced by “vibes” over hard data, with terms like “vibe-cession” gaining traction. This phenomenon reflects how emotional connections are shaping public opinion and individual decision-making more than facts or policies. - LINK