• by Paul Greenwood , February 27, 2025

Social media once promised connection, community and discovery. Instead, it’s become a relentless treadmill of micro-trends and notifications. Forget BRB or TTYL -- the internet isn’t something you can step away from anymore. It's everywhere, all the time.

It's no surprise that one in four users feel overwhelmed. Once an enriching space, social media has become exhausting.

Yet, a shift is happening.

Audiences are rejecting polished, aspirational content in favor of raw, unfiltered experiences -- even as many brands and marketers struggle to keep up. According to a recent We Are Social report, 98% of marketers who took a more risky approach to social found that it was successful. But a third still struggle to adapt to evolving internet culture and language.

To stay relevant, brands must reconnect with audiences seeking realness.

The power of chaos and authenticity

After years of cultural sanitization, 2024 marked a return to raw self-expression, hedonism, and rebellion. The internet’s obsession with perfection is fading, replaced by an appetite for something messier -- something real.

In June, Brat Summer exploded into lime green-colored life following the release of Charli XCX’s sixth studio album, becoming a lightning rod for social media users who craved gritty, hedonistic realness instead of the “clean girl” aesthetic popularized in previous years.

Brands that understand this shift are building deeper, more meaningful connections with their audience. Calvin Klein modernized “sex sells” by featuring Jeremy Allen White in a campaign that embraced the female gaze.

Meanwhile, H&M partnered with Charli XCX to capture the rebellious spirit of rave culture and Indie Sleaze, and Nike’s “Winning Isn’t for Everyone” campaign validated our base desires for victory in a pure and unapologetically primal way.

Make transactional relationships meaningful

Consumers are also shifting their mindsets, purchasing less but valuing more.

We’re seeing a new wave of social users who value sustainability over splashing the cash. Trends like #deinfluencing have seen a rise in cherishing what you have instead of bowing to pressure to buy, while #Underconsumptioncore is about celebrating the use of items until they’re worn out, from water bottles to old T-shirts.

Or, for example, 2024’s #fridgescaping micro-trend, in which users organized existing items in their fridges in aesthetically satisfying ways. The focus is shifting from acquiring more to loving what’s already there.

Brands keen to get on board will have to demonstrate how their products can become part of consumers’ lives and daily rituals, rather than something to use and discard.

The reality of consumers’ lives requires content that acknowledges their economic challenges. It’s about showing how, even with tighter purse strings, a product is not just a fling, it's a long-term love affair. Brands are telling stories of well-loved, well-worn items that still spark joy with lasting value and connection.

Low-stakes social: the rise of a more meaningless internet

As digital and real-world pressures mount, audiences are seeking a lighter, more carefree online experience. The internet is evolving into a space for levity, kindness, and nostalgia. From the symphony dolphin meme to wholesome influencers like Ayo Edebiri, low-stakes, feel-good content is thriving.

Stress-free platforms like Pinterest are booming, and content that’s “not that deep” is gaining traction. Trends like #littletreat celebrate small luxuries, #Hopecore spreads optimism, and #potterygirl fosters a love for nostalgic hobbies.

Brands are taking note. KFC  and Duolingo leaned into chaotic memes, amassing over 21 million views and almost 6 million likes. The lesson? Low-stakes content delivers high rewards.

For brands looking to stay relevant, the message is clear: Embrace the mess. Raw, unfiltered storytelling cuts through the noise, while collaborations with cultural disruptors create lasting impact. Today’s audiences don’t want perfection. They want brands that reflect their unfiltered, unapologetic realities.