In early 2025, our strategy team developed a comprehensive cultural trends report that identified emerging signals across Food & Beverage and broader culture to inform our strategic platform for the year ahead

METHODOLOGY

Our team analyzed hundreds of company and agency research reports to surface the most impactful cultural shifts and consumer behavior patterns emerging in 2025

RESEARCH AND FINDINGS

Throughout our research, we identified several key consumer tensions that led us to frame 2025 as the year of "Imptomptu" — where people abandon rigid habits in favor of authentic connection, convenience, and indulgence

FOOD & BEVERAGE INSIGHTS

• Return to Spontaneity — Prioritizing lowkey connection

• Grab & Go Gastronomy — Elevated takeout experiences

• The Fourth Meal — Premium desserts as affordable luxury
  
  

CULTURAL INSIGHTS

• Unified Wellness —Social fitness takes center stage

• Flexing Fandom — Fan identity becomes lifestyle

• Joy of Accomplishment — Small wins over big milestones

  
  

OUTCOME

Presented "2025 Trends to Watch" to 40+ strategists across Ogilvy NY and beyond, sparking extensive strategic discussions that informed campaign development and brand positioning

TEAMMATES

Ellie Hooey (Strategist), Jordan Weil (Group Strategy Director)

[View the full deck →]