The Blog

The Shape of Things to Come: What’s the 2025 Era Bringing? 

As we step into 2025, it feels like we’re hitting a high note of shifts in the cultural, political, and economic landscapes. These changes are prompting us to rethink our ethical stances and how we want to engage with the world going forward. 

The first few weeks of 2025 have already shown us some interesting signs of what’s in store, with Trump making headlines by laying claim to Canada, Greenland, the Panama Canal, and the Gulf of Mexico. Meanwhile, Zuckerberg has announced that Meta will be rolling back fact-checking, and Musk is calling for the release of Tommy Robinson from prison. Are we about to enter a new world dominated once again by big male personalities? Sadly, it seems that way. This past year saw crucial elections affecting nearly half of the world’s population, yet female representation has barely budged, growing at its slowest rate in two decades.  

We want to kick off the year by taking a broad look at where we stand, pondering what the next year might hold, how these shifts could impact the relationship between companies and retail investors and the critical role of engagement as we move forward. 

The Rise of ‘Bro’ Culture? 

Okay, let’s dive in. It might not be the most flattering term, but there’s been a noticeable rise in what many are calling ‘bro culture.’ A movement that seems to be a reaction to pressure from the left to conform to so-called ‘woke’ ideals.  

Now, this culture, with its focus on individual success and sometimes aggressive behaviour, could also be seen as a wave of ‘individualism’. It reflects a broader societal shift toward self-interest, where many feel they must advocate for their own needs.  

It’s easy to see how this has emerged: younger generations now face an uncertain future without the safety nets of inheritance that Boomers and Gen X enjoyed. There’s a real hustle mentality developing, where people feel they must look out for themselves to build a secure future.  

However, the intense focus on winning, which often comes with ‘bro culture,’ will leave many behind.  

What about those who don’t fit this mold? Do we want to create a society that rewards individualism over community? It’s important for us to explore whether this narrative is a step backwards in terms of inclusivity or if it can actually spark new conversations and opportunities for growth – and ultimately, to think about the role we want to play in this shift.  

The Return of Profit over People and the Planet  

With ‘bro culture’ on the rise and individualism gaining ground, liberalism—which has dominated since the end of the Cold War—is facing some major hurdles across the world, including in the US, Canada, and Europe. Its focus on free-market capitalism has led to an intense concentration of wealth, leaving many people feeling disillusioned, especially those in industries that have been overlooked by liberal promises.  

Interestingly, part of what’s contributing to liberalism’s decline seems to be a backlash against those ‘woke’ initiatives. Many feel alienated by the push to conform to progressive ideals, and that’s stirred up some resentment. While the intentions behind diversity and inclusion efforts are generally solid, the way they’ve been rolled out can feel heavy-handed, making it seem less about understanding and more about checking boxes. 

Take McDonald’s recent decision to ditch its diversity goals for senior leadership roles. This follows similar moves from big names like Ford and Walmart and shows that there’s a reevaluation happening in how diversity is approached.  

We’ve also seen some pushback against ESG (Environmental, Social, and Governance) initiatives, leading us to wonder if we’ve been duped into thinking we could save the planet with our investments while also raking in profits. The recent lawsuit against investment whales, BlackRock, State Street and Vanguard by Texas and 10 other Republican-led states has thrown more doubt on ESG’s credibility. 

As liberalism wavers, more are seeking alternative leadership that can promise prosperity, often looking to conservatism and its traditional values. Can liberalism adapt to meet the concerns of today’s society, or will nostalgia-driven conservatism take precedence? With conservative Gen X leaders gaining traction and support from younger folks, it’s clear the ideological landscape is shifting, and we might need to rethink how we engage on issues of diversity and social justice. 

Alternative Media Ascending 

On top of all this, we’re seeing a growing disillusionment with mainstream media, which is paired with a healthy dose of skepticism about new media platforms as well. How do we engage with these outlets, and who can we turn to for trustworthy information?   

With traditional media consumption dropping—especially among younger people who default to getting news from their social feeds—overall trust is tanking. In the UK, for example, there’s been a notable decline in media trust, which complicates the struggle to connect across generations. 

With audiences becoming more discerning, they’re starting to see through the biases in mainstream narratives, becoming more critical consumers of information. An example of how trust has been lost from the nextgen in mainstream media is in the reporting on cryptocurrency. Mainstream media has largely dismissed crypto without recognising how relevant it’s become in today’s economy. This disconnect creates a gap in understanding which media outlets need to bridge if they want to regain the trust of younger audiences.  

So, how can the media—both traditional and digital—foster authenticity and credibility? As the information landscape continues to evolve, discernment of truth in a sea of biases will become increasingly important. Maybe it’s time for a fresh take on how the media engages with its audience if it wants to stay relevant.  

What Does All of This Mean for Engagement with Retail Investors? 

The subjects we’ve covered here might seem lofty and disconnected from daily life, but engagement is at the heart of many challenges our society faces—and is also the key to a positive way forward.  

The face of retail has changed, the Gen Zs and Millennials are now the dominant retail generations and are finding community and engaging with each other on digital platforms. Companies that have realised this and are succeeding in engaging with the nextgen are giving traditional Investor Relations (IR) and Public Relations (PR) strategies a makeover.  

Many US companies have been leading the way as a test case, embracing more direct and sometimes raw forms of communication. Take Nvidia, for example—they could have gone all out with a flashy product launch recently, but instead chose a simple, human-focused approach. By emphasising relatability, they’ve made their CEO, Jensen Huang, more accessible to the public, and particularly their vast Gen Zennial investors.  

As these nextgen investors gain influence, understanding their needs and preferences becomes crucial. Recognising the rise of individualism and the need for genuine connection in the digital age will help UK public companies reach and engage these new audiences. Bridging the generational gap will require a fresh look at how companies present themselves and engage with narratives important to younger investors. Putting an emphasis on transparency and authenticity in communication will be key for building loyalty and trust. 

Money and Mental Health

Now, as we navigate the tension between liberal inclusivity and the emergence of ‘bro culture’, alongside more self-focused viewpoints, it’s vital to keep the connection between mental health and financial wellbeing in the spotlight.  

Many are feeling the financial squeeze these days, which is only made worse by bold claims from rogue finfluencers promoting risky trading behaviors. This ‘bro’ trading culture often glamorises quick financial wins through high-stakes ventures, leading many to find themselves caught in a stress cycle. 

The link between financial stress and mental health is very real. Anxiety over money is a growing problem, exacerbated by today’s competitive environment. The idea that one can achieve wealth through speculative investments can lead some down a reckless path, which only adds to the pressure. As conversations about mental health become more mainstream, we also need to tackle financial literacy and the emotional toll of managing money.  

This is where companies can step up their engagement strategies. With an awareness of the often aggressive messaging floating around on digital platforms, as well as identifying the quality finfluencers out there, companies can support those who make digital spheres positive environments and put their weight behind positive and supportive conversations about money.  

As we move forward, it’s essential to encourage open conversation about the challenges money brings and its impacts on mental health. Following principles of fairness, as laid out in the UK Consumer Duty Act, could lead to a more understanding environment where individuals feel comfortable discussing their financial concerns and seeking help when they need it.   

Charting the Future 

As we roll into 2025, some tough questions are right around the corner: Are we entering an era shaped by ‘bro’ culture and individualism? Is this a bad thing? Will liberalism adapt to regain relevance, or will conservatism take the reins? How will media manage the challenges of trust, and how can companies effectively reach out to new retail investors? Diving into these questions could shine a light on the path ahead as we navigate what’s unfolding in this new era. 

There’s room for change, but it calls for open dialogue and flexibility. In a world that’s shifting so dramatically, we’ll need inclusive conversations more than ever. Each of us plays a part in shaping this future—be it through shaping our companies’ communications strategies, backing fair policies, getting involved in responsible investing, or keeping a critical eye on how we consume media.  

As we move into this uncertain territory, your viewpoints and insights are vital. What’s your take on the direction we’re headed in, and how do you think these evolving issues might shape our society?