The Biggest Q1 Trends That Shaped Winter 2025

Each month in our What’s Next, Now newsletter, our Agile Insights team highlights trends gaining traction across a range of industries. As we wrap up Q1, we’re taking a break from looking ahead and, instead, taking a moment to reflect on some of our earlier trend predictions and how they have started to take shape over the last quarter.

The Return of Print for Brands

The Trend: Back in July 2024, we analyzed the growing BookTok phenomenon and the resurgence of print books — not just as reading material, but as status symbols. Reading is popular again, but what’s really cool is an old-school print book, with 58% of Gen Z and Millennials purchasing a book in 2024. We predicted this trend could extend beyond the book world, influencing other industries as consumers increasingly gravitate toward print over digital.

What Happened: Brands are embracing the “print is back” movement as a strategic shift. In September 2024, J.Crew brought back its print catalog, with a spring edition launching in March 2025, signaling a renewed focus on tangible, curated storytelling. Other companies are following suit, tapping into the impact of branding on physical items. Starbucks recently launched a campaign to reintroduce hand-written messages on coffee cups. Both initiatives highlight a growing trend: Tangible items are becoming increasingly popular options when looking to cut through the digital noise.

The Aftermath of Decisions Around DEI

The Trend: We highlighted the quiet pullback many brands were making from their once-public DEI commitments in March 2024. With rising political pressure and culture tension brewing, many businesses were — and still are — navigating murky waters. Last year, we warned that stepping back entirely might create a new set of reputational risks.

What Happened: On his first day in office, President Trump signed the "Ending Radical and Wasteful Government DEI Programs and Preferencing" executive order, effectively eliminating all DEI programs within the federal government and other regulated industries. While some consumers have protested the anti-DEI movement through brand boycotts, others have made it a point to spend money at the afflicted retailers. As presidents and policies come and go, brands that stay authentic to their values and clearly communicate their commitments will build lasting trust with their customers.

The Ultra-Processed Food Reckoning

The Trend: In January 2024, we called out the beginning of the “ultra-processed” conversation —  a growing consumer demand for fewer ingredients and more transparency. While debates rage online about what “processed” really means, brands aren’t waiting around for a consensus. 

What Happened: Brands are doubling down on cleaner, healthier food choices, encouraged by presidential cabinet member Robert F. Kennedy, Jr.'s continued criticism of ultra-processed food. This quarter, Sweetgreen rolled out its first seed oil-free menu, reflecting growing consumer demand for ingredient transparency. Meanwhile, Poppi, known for its prebiotic sodas, was acquired by PepsiCo in a $1.9 billion deal, signifying the mainstream rise of “better-for-you” beverages. This shift has also resulted in increased efforts to ban artificial food dyes across the U.S., pushing clean-label conversations even further.

Boomer Spending and the Rise of Age Tech

The Trend: We spotlighted a growing opportunity for brands to engage Baby Boomers — the wealthiest generation in history — in November 2024. Aging generations are traditionally focused on grandkids, but this group is now navigating a cultural shift: With fewer Millennials having children, Boomers find themselves with more disposable income and freedom to invest in themselves. 

What Happened: The Consumer Electronics Show confirmed this trend in January 2025, where Age Tech was one of its defining categories. Companies like Withings, Nomo, and Cearvol showcased AI health monitors, smart mirrors, and next-gen hearing aids aimed at helping older adults live longer, healthier, and more independent lives. 

Keeping Up With the Trends

Understanding how trends evolve allows your business to anticipate shifts, adapt strategies, and stay ahead of the conversation. By tracking these changes, we help brands navigate with confidence, ensuring they remain relevant, resonate with their audiences, and lead in their industries.

Our What’s Next, Now newsletter helps brands stay up to date with the cultural shifts shaping today’s business landscape.