What's Next, Now: March 2025
This month, our crystal ball predicts a winner of the RTO debate, growing tumult for retail, an opportunity for alternative transport, and more.
At the end of last year, companies across the U.S. started calling employees back to the office full-time, marking the end of the COVID-era hybrid work trend for many nine-to-fivers. Leading the charge was Amazon, followed by a number of major companies like AT&T, Citigroup, Dell, and JPMorgan Chase. Among the most vocal supporters of this trend has been JPMorgan Chase CEO Jamie Dimon, who made it clear that employees unhappy with the policy have a choice: return to the office or “get a job elsewhere.”
Last week marked JPMorgan Chase’s first official five day in-office work week since 2020, and reports of logistical issues, similar to those Amazon experienced earlier this year, quickly surfaced. Employees reported desk shortages, spotty Wi-Fi, and disorganization, underscoring the challenges of bringing everyone back on-site. And it’s not just private companies feeling the strain. The new administration has mandated a full return to office for federal employees, with President Trump requiring all federal workers to be in-office five days a week. States including Texas and California are following suit.
While many employees are frustrated with the return-to-office mandates, one clear winner in all of this is the commercial real estate market in the cities where these companies operate. One report in New York City recently claimed that demand for office space has finally rebounded to pre-pandemic levels. Office demand in the city surged 25% in late 2024, right as many five-day in-office mandates were rolling out.
As companies enforce full-time return-to-office policies, downtown will come back to life — but are employees actually on board? With five-day mandates becoming more common, workers have fewer options to negotiate remote roles, giving employers the upper hand for the first time in years. Yet, we predict that economic uncertainty will keep many employees in place, even if they’re unhappy with the shift. Will this lead to a resurgence of quiet quitting or the so-called “lazy job” trend, where workers stay but put in minimal effort? The reality is, while companies may be winning the return-to-office battle, keeping employees engaged and motivated is an entirely different challenge.
What started as rumbles in the news turned into a viral IG-story-sharing campaign turned into … not much at all?
So says the data from the February 28 “Economic Blackout.” While it’s difficult to gauge the economic impact of a single day’s worth of shopping, some data shows the boycott had little noticeable effect on the major retailers it was attempting to target. The Instagram graphics called for shoppers to avoid stores like Amazon, Walmart, and Target and instead direct their dollars to small businesses, if they had to buy anything at all. But for Amazon, sales seemed to stay relatively steady on the day of the boycott — and even went up according to one measure. Target and Walmart did see a minimal reduction in web and foot traffic compared to a year before, but analysts say retailers have been seeing the same declines throughout the month, due to general spending pullback and economic uncertainty.
While one day’s worth of data might not tell much of a story, we’re still going to be looking to upcoming earnings to judge the general effect of negative consumer sentiment on the state of retail. Some shoppers are continuing to put their foot down with ongoing boycotts, and it remains to be seen whether sustained efforts will create a more tangible financial impact on major retailers in the long run.
Something is brewing in the retail world, whether or not a one-day boycott makes a significant dent in retailers' bottom lines. Persistently high prices, uncertainties around tariffs and international supply chains, ongoing economic negativity, and pushback against anti-DEI measures are all creating a landscape in chaos for retailers and shoppers. Confusing messaging is only further complicating things — will boycotts hurt Target, or will they just hurt the small brands and creators whose goods stock their stores?
We’ve got our eyes on one major brand to come out on top: Costco. Leading the way with authenticity, knowledge of its customers, and care for its employees, Costco seems to be weathering the chaotic headwinds in style. Clarity on its identity and value proposition are proving to be key advantages — will other retailers learn how to take a page out of its book?
Are you familiar with the Baader-Meinhof phenomenon? You might recognize it as the frequency or recency illusion — the false impression that something is happening more often than it actually is.
In 2025, this phenomenon appears to be at play with plane crashes, fueling growing concerns about air travel safety. And who could blame us? The headlines are filled with alarming incidents like the deadliest U.S. air disaster since 2001 and a Delta airplane crash landing upside down on a Toronto runway. It’s no surprise that more Americans are feeling uneasy about flying.
But is air travel actually becoming more dangerous? Not really.
So far in 2025, there have been fewer plane crashes than at this same point in 2024. However, the crashes of 2025 have garnered far more attention, likely because one involved a commercial airplane — an event that amplifies public perception of risk. While tragic, these incidents are not unprecedented. Statistically speaking, flying remains the safest form of transportation.
Fear is a powerful force, and public perception can shift behaviors. Is this a moment for alternative travel methods to step into the spotlight?
As discussions around high-speed rail systems gain momentum, now could be the time to accelerate implementation. Not only would this address safety concerns, but it could also offer a more sustainable travel option. A train ride from Boston to New York, for instance, generates less than a fifth of the emissions compared to flying or driving.
Whether this recency illusion is short-lived or not, it presents an opportunity. Brands in transportation, sustainability, and safety should pay attention to shifting consumer anxieties and position themselves as solutions. Those who engage with the conversation in a thoughtful, proactive way will not only earn trust, but could also shape the future of travel.
Remember Charlie Bit My Finger? What about the Evolution of Dance? Chocolate Rain? While we might not have known it back then, these OG viral videos would help build YouTube into the powerhouse platform it is today.
It’s hard to imagine the same YouTube that introduced us to Chris Crocker also being the number one TV destination. But it’s true: at the end of last year, YouTube was ahead of all other streaming services in terms of TV watchtime. That means more people are watching YouTube videos on their smart TVs than they are Netflix shows. New data also shows TV is now the most popular device for YouTube viewing, ahead of desktop and mobile. Both of these stats point to YouTube being the new King of TV.
So what’s driving this trend? Here are a few of the factors coming together to create this critical moment for YouTube:
More than two years ago, cable finally succumbed to cord cutters and Gen Z defectors and lost its leadership over TV watchtime.
Meanwhile, streamers are beginning to lose the momentum that brought them ahead of cable as consumers get priced out by constant cost increases, expensive packages, and disillusionment with ad-supported tiers.
More and more, TV watchers are looking for background content or passive entertainment over engaged viewing, something YouTube’s algorithm can curate better than traditional movies and TV.
Content creators, the true leaders of Gen Z media, run the show at YouTube. Experts estimate more than 500 hours of YouTube videos are uploaded every minute — meaning the platform will never run out of content (or its content budget).
YouTube knows viewers want more than just video — the platform also plays host to live streams (an increasingly popular media format) and podcasts. According to YouTube, more than 1 billion people use the platform for podcast listening. That’s more than Spotify and Apple combined.
While YouTube might be the new king, there’s one area it still lags behind competitors: live sports. Traditional TV still has its hold on sports, and streamers are catching up — top streaming services increased their sports programming by more than 72% last quarter. We’ll be watching to see how YouTube makes it moves in that market so it can claim the undisputed crown.
For brands, YouTube’s influence shouldn’t be new news. But brands should be looking at this moment for more than just “should we have a YouTube account?” Marketers should instead be asking questions like: What types of content are driving this trend? What types of creators? What audience behaviors are shaping engagement? Then, they can take those lessons to their preferred video platform and beyond.
Tired of swiping in the name of love? Brands have officially entered the chat.
While 56% of adults aged 18-29 have tried online dating, 53% prefer to meet someone in person. In fact, 57% of Gen Z singles are actively seeking love "the old-fashioned way." What does this mean for brands? A golden opportunity to foster real-world connections and turn dating fatigue into meaningful interactions.
From pickleball courts to breweries, businesses are hosting singles events that go beyond romance — they’re building communities and driving customer engagement. CityPickle, for example, has made a name for itself by hosting singles-focused events year-round. The results? A major win for business: 75% of the women and 50% of the men who attend these events are new to CityPickle, and many return to play again.
Breweries have also tapped into the love connection, organizing speed-dating nights that boost foot traffic and sales. Even radio stations are reviving the classic "Meet Market" concept, proving that singles are eager for curated, in-person experiences over yet another dating app notification.
As more companies step into the role of modern-day matchmakers, the challenge lies in keeping it real. Singles can spot an inauthentic effort from a mile away, and nothing turns people off faster than a brand looking to make a quick buck off their love lives. The key to wielding Cupid’s arrow is to lean into organic opportunities that align with your brand’s identity. Whether it’s a fitness studio hosting active singles nights or a coffee shop creating cozy conversation corners, authenticity will always be the ultimate matchmaker.
So, as brands continue to blur the line between business and romance, one thing is clear: Love isn’t dead — it’s just getting a rebrand.
While Adidas announced its Yeezy chapter has finally come to a close, Nike struck up a new partnership it’s hoping won’t go the same way. In an attempt to win back female customers from competitors like Lululemon and Alo Yoga, Nike is releasing a new line with Kim Kardashian’s Skims.
A growing focus on executive protection has led to the launch of the “Uber for bodyguards.”
The internet’s favorite chatbot continues to grow: ChatGPT has now reached 400 million weekly users.
Want to hear more? Explore the Tier One blog, TOP TALK, for the latest digital marketing trends, tips, and insights.
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