This week in Moving FWD: London’s comeback, youth shifting from architects to followers, and the decline of big social all point to one thing: culture never really moved in straight lines — it only looked that way when gatekeepers packaged it neatly.

From creator burnout to the erosion of trust, the cultural signals are clear: the old extractive models are breaking down. Here are three shifts shaping how brands can build real, lasting value in 2025.

The Lyst Index Q1 2025 got it right in saying “One word can describe how the industry started 2025: turbulence.”

It sounds like the opening line of a terrible dad joke, but what do a what do a scholar, a pope and a musician with a piano on his back tell us about Power changing? Or better yet, what does a 90s geopolitical concept have to do developing your brand and content strategy in 2025?

Recent findings from McKinsey reveal a critical gap in business preparedness: 84% of companies acknowledge being underprepared for current uncertainties, with 90% indicating room for improvement in their resilience capabilities.