What's Next, Now: May 2025
This month, our crystal ball predicts a new era of brand communication, customers-turned-influencers, a moment for self-driving cars, and more.
If it felt impossible to keep up with tariff news this month, you’re not alone. In true 2025 fashion, the headlines changed by the hour. While the long-term effects of tariffs are still unfolding, we’re already seeing brands respond with transparent communication about what the tariffs will mean for them — and their prices.
Many industries are being impacted by tariffs, including auto and tech. One potentially unexpected industry being hit hard is baby gear. According to Babylist, a registry platform, 97% of strollers and 87% of car seats are made in China. In a recent open letter published in The Washington Post and a Times Square billboard, the platform called for an "immediate reprieve" on tariffs for essential baby products. Thirteen popular brands, including Munchkin and Frida, also signed the letter. Additionally, brands like UPPAbaby are sharing candid updates directly with customers about upcoming price increases: “Due to rising import tariffs, updated pricing will go into effect soon across most UPPAbaby products.”
Other clothing and retail brands are signaling change, too. Apparel company Rhone recently acknowledged via a customer email that rising tariffs will likely shrink margins and push prices higher, even as they “work to soften the impact.” Some brands, like Bogg Bag and pillow company MedCline, are talking publicly about pulling out of major events like Amazon’s Prime Day to adapt to the new tariff landscape.
Over the past five years, we’ve witnessed brand communication whiplash. First, companies spoke out on nearly every public and cultural issue, only to quickly pull back as many realized that taking a public stand on everything risked alienating parts of their customer base. Now, in the face of the fast-moving tariff landscape, brands are once again stepping forward with proactive communication.
What makes the tariffs unique is that it’s a policy impacting brands and consumers alike. That shared experience may be fueling this new wave of openness, and we expect to continue to see brands’ eagerness to reinforce that connection.
New trends emerge every month (that’s why you’re a What’s Next, Now subscriber!). But some trends are so big they’re defining an entire season.
The Tier One Agile Insights team has our eyes on three trends we predict will shape conversations, campaigns, and consumer behavior this sunny season. Here’s a sneak peek at what we’re seeing:
Consumers have trust issues. Instead of putting their faith in brands and institutions, we’re turning to something a little more personal: people.
AI is coming off screen and into the real world with the rise of agents and humanoid robots. Are these less-than-human interactions starting to feel like the norm?
Travel disruptions could throw a wrench into our favorite summer activity, from complicated REAL ID requirements to consumers’ airline and recession fears.
What does this mean for your business? Download the full report to explore each trend in detail and discover how to align your strategy.
The era of extravagant influencer trips is facing a reckoning. These lavish getaways, exclusively designed for individuals with a large following on social media, were once deemed a unique and smart move for brands to camouflage their ads. Now, these trips are drawing criticism for being out of touch and insensitive to the average consumer, especially in a time of economic uncertainty.
As a response, brands are moving away from these types of events and instead redirecting their marketing budgets toward customer-centric experiences. Earlier this year, beauty brand Cocokind treated seven loyal customers to a Napa Valley trip that might typically be reserved for influencers. Maria Maciejowski, Cocokind’s CMO, emphasized the importance of appreciating everyday supporters and the value in hearing their feedback on the brand’s products.
This shift is unfolding alongside rising backlash against influencers and their lavish lifestyles. A recent TikTok of a creator splurging on a $1,000 Coachella dinner received comments about the disconnect between creators and the financial reality their fans face. The highly-reported Blue Origin flight also put a spotlight on this transformation of consumer expectations.
The influencer persona that has carved out its space in the marketing world over the past few years is starting to see its first major identity shift. As the economy continues to make us feel uneasy, consumers are growing frustrated with individuals and brands who are flaunting their wealth. Brands that engage with influencers who reflect their target demographic have the best chance at success.
Two years ago, we predicted a self-driving car revival. At that time, autonomous cars were just starting to hit the roads, fighting against consumer fears, negative press, and mediocre market conditions.
What’s changed since then? The press and public still don't love cars that can drive themselves and are keen to point out their safety issues. And market conditions have only become further complicated with the potentially drastic effects of tariffs on automakers. But despite that, robotaxis have continued to grow — a lot.
In 2023, Cruise from GM seemed like a market frontrunner. Since then, Waymo has taken the crown. The robotaxi service recently announced it hit 250,000 rides per week, a 25x increase from the 10,000 per week the company claimed in 2023. Waymo has expanded into two more cities, with three more on the way, plus an international partnership. (In comparison, Cruise has … completely shut down.)
One factor fueling this growth? Turns out, Waymo on the whole tends to be more affordable than an average Uber or Lyft ride — mostly because you don’t need to tip a robot, which results in a lower overall price. An increase in comfort with interacting with AI, tech, and anything non-human is another major driver of autonomous vehicles’ rise to mainstream acceptance. The world’s evolving expectations and growing tech fluency are changing everything, including transportation. (Read more about what this trend means for your brand in our spring/summer trend watch report.)
We’re not ones to rely on anec-data, but sometimes trendspotting requires a bit of intuition. What sparked our interest in this trend was an uptick of positive user-generated posts on social media, testimonials, and even offhand comments from peers and friends. Does this mean robotaxi’s PR problem is finally taking a turn for the better?
If public opinion continues to stay rosy, we don’t think this trend will slow down anytime soon.
The climb to the top of the corporate ladder has never been easy, but today, it’s steeper than ever. The acceleration of AI adoption, the aftershocks of a global pandemic, and widespread layoffs have disrupted the career trajectories of professionals across industries.
A recent New York Times article explored how many Gen X creatives have seen their careers stall or unravel entirely, as their once-valued skillsets struggle to keep pace with a rapidly shifting digital landscape. But it’s not just Gen Xers and older Millennials feeling the squeeze — Gen Z is now facing its own set of challenges. Entry-level roles are harder to land, and more young adults are turning to family-run businesses for job security.
So, what’s driving this shift?
In addition to economic forces, there’s no question AI is playing a role. Some companies report that tasks typically assigned to recent graduates are now being handled by AI. And it doesn’t stop with the newer workforce hopefuls. In a memo that made headlines, the Shopify CEO wrote, “Before asking for more headcount and resources, teams must demonstrate why they cannot get what they want done using AI.” For seasoned professionals, AI tools have taken over a wide range of work, including data entry, customer service, and some manufacturing processes.
First, take a breath. Humanity has been evolving since the discovery of fire and we’ve adapted every step of the way. As humans, we're wired to focus on threats (you can thank the guys who discovered fire for that), and while it’s easy to zero in on what’s being lost, we also need to see what’s being gained.
Yes, AI is changing the nature of work. But alongside job displacement, we’re also seeing opportunity. Unsurprisingly, AI experts overwhelmingly believe that AI will have a very or somewhat positive effect on how people do their jobs. The future belongs to those who learn to work with AI, not against it.
Employees who embrace AI can upskill faster, pivot into new roles, and offer greater value to their organizations. In fact, AI can be a launchpad: We’re hearing stories of entrepreneurs building entire businesses in industries they previously had no experience in with the help of AI. The challenge now is to adapt, evolve, and find new ways to become indispensable. The ladder may look different, but the climb is still worth it.
While some brands might be leaning into customers-as-influencers, H&M is taking the opposite route — using AI as models.
The rumors are true: Reddit is cool now. More people are searching for Reddit results and brands are benefiting.
Is Lady Gaga’s latest album a sign of an oncoming recession?
Want to hear more? Explore the Tier One blog, TOP TALK, for the latest digital marketing trends, tips, and insights.
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