Lately, we’ve noticed a shift in how trends unfold across platforms. Instead of fleeting TikTok sounds and blink-and-you-miss-it virality, the internet is leaning into more thoughtful, long-lasting campaigns.
Brands and creators alike are investing in storytelling, putting more of a focus on community engagement, and trends that evolve over time, allowing them to feel more organic on their feed and more tied into feeds. From soft launches to collaborative content strategies, more consumers today are rewarding consistency and creativity over quick viral grabs.
From nostalgia marketing to sensory-heavy visuals, here’s a look at our favourite trends that we’ve been seeing all over socials recently, and we look further into which bands are tapping into the trends, and why it is working so well.
Nostalgia Marketing
From Y2K pop culture to dreamy, rose-tinted filters of 2013, nostalgia marketing is having a major moment, and it shows no signs of slowing down.
In a time when the world feels increasingly uncertain, it’s no surprise that consumers are gravitating toward comforting memories of the past. Whether it’s retro aesthetics, throwback product packaging, or nods to pop-culture moments of the past, brands are tapping into this trend longing for simpler times.
By evoking emotion and familiarity, nostalgia-driven content is proving to be a powerful way to connect with audiences on a deeper level.
The revival of Y2K fashion continues to resonate deeply with Gen Z, and one of our favourite nostalgia-driven campaigns we have seen recently is Miss Sixty who are leaning all the way in on their nostalgia roots. Once a staple of 2000s street style, the Italian denim brand has returned to the spotlight with its Spring/Summer 2025 campaign, fronted by Bella Hadid. Known for her ability to blend high fashion with cultural throwbacks, Hadid is the perfect face for this nostalgic reboot.
More than a trend-chasing campaign, this is a statement: Miss Sixty is reclaiming its place in the contemporary fashion conversation by owning its roots and revamping them for today’s visual-first, nostalgia-loving audience.
The Rise of the Pop-Up
The rise of experiential marketing is hitting a peak, with brand pop-ups leading the trend across industries. This year, we’ve seen a surge in creative activations popping up from UK streets to US music festivals. At Coachella, for example, brands like 818 Tequila, Poppi, and Pinterest made a splash, turning the desert into a curated playground of experiences designed to spark conversation and drive social buzz.
This wave of pop-up culture reflects a bigger shift in consumer behaviour: Gen Z and Millennials are craving real-life connection and authenticity. They want to engage with brands beyond the screen, and pop-ups give brands a chance to show up, tell a story, and build community in a tangible way.
818 Tequila’s return to Coachella with its Western-style ‘818 Outpost’ proved just how immersive a pop-up can be, complete with a saloon, swinging doors, and on-theme cocktails that brought the brand to life. Meanwhile, UK clothing brand, Maebe took a simpler but equally effective approach on International Women’s Day with a stripped-back coffee truck pop-up campaign in Manchester, serving free iced lattes with an all-female barista team.
Together, these pop-ups show that whether large-scale or low-key, IRL experiences are this summer’s most powerful marketing move.
Unhinged Brand Presences
If there’s one trend brands may not have seen coming, it’s the rise of the deliberately chaotic, self-aware, and wildly entertaining ‘unhinged’ brand voice. What once would have been seen as off-brand or too risky is now becoming a go-to social strategy, especially for brands trying to win over a Gen Z audience. From absurd memes to tongue-in-cheek replies in comment sections, brands are embracing messiness, breaking the fourth wall, and turning their mascots and account managers into main characters. It’s unpredictable and hilarious, which is why it works.
Duolingo, whose chaotic green owl has become something of a cultural icon thanks to its bold, meme-fuelled TikTok presence, is taking over the internet this year. What makes Duolingo’s social strategy so effective is that it leans all the way into internet humour, breaking the fourth wall, participating in absurd trends, and letting its mascot lead the way with the brand presence on socials. The result? A brand that feels less like a faceless company pushing products and more like a chaotic personality you can’t stop watching.
This style of unfiltered, self-referential content works especially well with Gen Z audiences, who value authenticity and aren’t afraid to roast brands that try too hard to be cool. Instead of playing it safe, brands like Duolingo are leaning into the cringe, embracing chaos, and gaining serious cultural feedback in the process.
More and more, we’re seeing other brands follow suit, opting for messiness over perfection, and personality over polish. Now, having a memorable brand is the aim, messy or not.
Sensory Marketing
Another trend taking socials by storm is sensory marketing, where brands are embracing delicious food within their visual marketing and social media strategies. The clever trend, takes the idea that as consumers can’t see, smell or taste their products before they buy, this type of marketing will create a sensory experience to create familiar feelings to match to the products.
Rhode Skin is a brand that sets the standard for sensory marketing, expertly fusing food and beauty to deliver a sensory experience that feels both intentional and unforgettable.
With food-inspired product names like Glazing Milk, Cinnamon Roll, and Vanilla Cake, Rhode taps into nostalgic textures, scents, and flavours that make its products feel almost edible. This playful yet polished concept is carried through delicious product imagery, cementing Rhode as a visually rich, culturally in-tune beauty brand.
From tapping into nostalgia to sensory-driven storytelling, chaotic humour to immersive IRL experiences, one thing is clear: today’s most successful social strategies are rooted in emotion, culture, and real, human connection.
Audiences are no longer interested in polished perfection; they’re looking for brands that show up authentically, make them feel something, and reflect the world they actually live in. Whether it’s through a pop-up, a meme, or an outside-the-box visual campaign, the brands winning online today are the ones brave enough to take creative risks and build a solid brand community along the way.
At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR and social media campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
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