Paul Greenwood, Global Head of Research & Insight at We Are Social, on making the internet fun again.
The internet has become a treadmill of micro-trends, endless notifications and constant noise. For one in four users, these digital spaces now feel overwhelming. Social media, once a source of connection and inspiration, is becoming more draining than enriching.
Thankfully, a movement is here. New audiences are emerging, determined to reclaim the joy of social and pushing back against the prevailing culture of “more” – more content, faster trend cycles, and unattainable goals – to make the internet fun again. Welcome Think Forward 2025: The Liveable Web. An online space that separates joy from progress and prioritises slower consumption. Here are the five trends playing out across The Liveable Web right now, and a look into how brands can use these across 2025.
After years of overly curated content and emotional suppression, 2024 saw a return to rawness, gore, sleaze and hedonism; a social landscape embracing messiness again with users connecting through chaos and imperfection. For brands, it’s time to accept the messy side of creativity – seek out rebel influencers, champion authenticity, and stand out from the crowd.
Take H&M for example, they collaborated with the queen of the primal renaissance, Charlie XCX, on a collection that celebrates the messiness of rave culture, with echoes of Indie Sleaze and a hedonistic Noughties music era.
Amid the chaos, users are also carving out online spaces for escapism and light-hearted fun.
A new, more relaxed internet is emerging, with an emphasis on the light-heartedness and kindness of the internet’s perceived early ‘00s “peak. Brands can tap into this by embracing randomness and spontaneity or simply spreading the good vibes.
Marc Jacobs’ TikTok has become a must-follow of late by embracing this trend. Instead of creating a highly-curated hub world for the label on social, the fashion lynchpin has ceded creative control, allowing creators and micro-influencers to pepper their feed with fun, small-scale content.
Flashy displays of wealth are falling out of favour, replaced by social users who value sustainability over splashing the cash. But how do you sell to a consumer who is taking a more intentional approach to what they buy? Brands can lean into the meaningful ways their products can become part of consumers’ lives, rather than something to use and discard, as well as focusing on long-term connections.
E.l.f. Cosmetics eased off pressurising consumers to buy and instead focused on the happiness their cosmetics offer, leaning into joy-giving behaviours associated with their products. Their album Get Ready With Music riffed on popular Get Ready With Me (GRWM) social media videos, in which people share their makeup and styling routines in preparation for heading out the door.
The rise of creator-led content has transformed the way audiences engage with popular culture. Hot takes, viral Easter eggs and fan theories rule the algorithms – a reflection of the fact that social users are no longer sitting back, but leaning in, participating, in content like never before. For brands, this means tapping into social listening, teasing announcements, and turning fleeting viral moments into enduring fan-focused experiences.
Embracing the IYKYK vibe, skincare brand CeraVe reached for a decade-old Reddit thread debating whether or not the company was owned by actor Michael Cera. By plunging into this well-known piece of lore they were able to craft a hugely successful piece of marketing.
Audiences are craving more meaningful connections online, gravitating towards communities where they feel seen. Fandoms have become hubs for belonging, with people finding shared experiences and feeling part of something bigger than them – a tribe. Brands should nurture these communities, create a sense of exclusivity, and celebrate the power of togetherness.
For example, Stanley Quenchers made the most of their new cult status by creating content leaning on the idea of their products as ‘collectables.’ And, while a water bottle wouldn’t normally be the sparking point for an online community, their socials – facilitating bonding and emphasising connection – helped achieve exactly that.
The Liveable Web is a cultural shift that reflects a growing desire for joy and connection online. By understanding and embracing these trends, brands have an opportunity to not only meet audiences where they are but also to help shape a more positive and engaging future on social. It’s time to slow down, stand out, and make the internet a space worth logging into again.
Learn more about these trends in the full report, available via We Are Social’s website.
Image credits: H&M (left) and Marc Jacobs, via TikTok (right).
Paul leads as the global head of research & insight at We Are Social, spearheading the Insights and Effectiveness teams. He plays a pivotal role in driving the agency's cultural insights offering, empowering brands to cultivate a nuanced understanding of digital (sub-)cultures, and actively contributes to the agency's global thought leadership initiatives, positioning We Are Social as a trusted authority in the industry. He’s also responsible for the development of robust measurement standards, proving the value of social content and campaigns for clients. With a keen focus on fostering consistency in reporting and insight generation across diverse markets, Paul oversees the agency's global measurement frameworks, effectively disseminating knowledge, sharing best practices, and tracking the performance of social strategies against pre-established benchmarks.
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