As we arrive at a new year, with the dust still settling from the onslaught of abundance that is December, there’s no surprise our eyes will be graced with all manner of, ‘new year, new me’, idioms. These come shaped in all varieties, plastered across one of our many screens, on billboards, across tube platforms and mailed to our homes and inboxes.

The new year, always brimming with the promise of fresh starts, usually takes the form of various commitments to ourselves, likely abandoning bad habits and picking up new hobbies. It’s nothing new, we expect this timely yearly reset, and in some ways embrace a change. However, we can’t help but think, why do we let our calendars dictate this formulaic response to our goals? The world is moving at an ever-increasing speed, so we’re embracing something a little deeper than simply consuming less sugar and lifting heavier things. We want to foster change that doesn’t need a yearly reset, but a greater adjustment, one that remains. So rather than share trend predictions or bold forecasts for 2025, we continue to champion authenticity, so in that spirit, we’re kicking off with some reflective home truths.

As a team, we benefit from our broad perspectives. We are made up of a variety of experts in many different disciplines. We have come together to share our thoughts for the great reset of 2025, and how we plan to achieve this in the year we’ve just embarked upon, across all our fields. The creative industry is facing a crisis of sameness. Countless cultural commentators have pointed to the flattening effects of social algorithms, and as Matt Klein aptly puts it, "amidst creative surplus, we have creative stagnation." At the same time, we’re navigating the impact of a landmark year defined by elections and a relentless news cycle and deepening societal divisions. (Notably Calm, the mindfulness app, bought ad space during the U.S. election night, to offer the world a moment of respite.)

As, Culture Lead, I wear many different hats, but the thing that strikes a chord with me when discussing, ‘a reset’, is how long-term will this be? I have always favoured authenticity over trends, and endeavour to achieve that through my work. Whether that’s a collection launch, content partnership or simply communicating with my clients, the most effective tool for success is to source inspiration through genuine purpose and long-term goals. Gung Ho’s mission of, ‘Truth Reimagined’, encapsulates this, sincerity is what stands the test of time.

We want to work and grow with our brands, not simply respond to unsustainable goals, dictated by momentary shifts in the creative milieu. Our goal is to cultivate a culture that nurtures our team to think with creative freedom and create work that’s radical and sets its own pace.

Stepping into 2025, let’s shed the predictable and embrace the radical. We have a responsibility to push boundaries with bold, innovative storytelling that challenges conventions and sparks real change. I see opportunities in culture where creativity knows no limits, we can take more risks, and envision what others haven’t. For me, authenticity is still key, but we must also be unafraid to disrupt and re-imagine a world where brands aren’t just reacting to trends but shaping them. This year, I will personally commit to not just responding to the times, but defining them with bold, purposeful, and truly creative solutions.

In 2025, we are deepening our commitment to the core creator pillars of collaboration, culture, and community. Our focus will be on building even stronger alliances within our network, inviting creators to play a greater role as consultants shaping the social landscape. We will go further to cultivate authentic brand partnerships, positioning brands as dedicated supporters embedded in the personal projects, communities, and businesses of our creators, where their support can create meaningful, positive impact. Leaving the pursuit of perfection behind, dedicating ourselves to creating both digital and physical spaces where creators can fully embrace and celebrate their authentic selves.

As we navigate what increasingly feels like a new dawn for the way in which we engage with internet culture, our role as brand guardians is more important than ever before. These viral moments will of course continue to have their place in the PR machine, however, in their current form (and pace), they do very little for the shaping of culture or inspiring the audiences we want to speak to. This, paired with a sense that consumers are feeling overwhelmed by the sheer volume of content, paves the way for a rethink. Placing truth and legitimacy at the heart of our storytelling is key if brands are to respond to trends with credibility and re-establish their roles as influencers.

To conclude, I often ask myself what it takes to create sustainable, credible impact as a brand. A key factor is first navigating the complexities marketers face today and tomorrow — across category, culture, and commerce.

The reality is we have now shifted into an era where fact and fiction blur, and audiences are interrogating the truth like never before. And without being too high and mighty about it, brands can play a pivotal role in restoring people’s faith in truth, and in one another.

Perhaps this year’s “great reset” will be a “great reflect”. Blurred truths challenge the creative industry to elevate its storytelling, insights, and craft into forces for lasting change — not just ads. By amplifying authentic voices and grappling with inconvenient realities, brands and their agency partners can be a gateway to enduring movements that shape society and culture.