8 Things 2025 Gave Me That I’m Taking Into 2026
At Sounds Fun, we think of culture less as something you chase and more as something you instigate, grow and follow closely so you can move it forward when the time comes - whether that’s the next large language model or the next thing after 6/7 (eight is going to be big this year).
With that in mind, here are eight things 2025 gave me that I’m absolutely carrying into
2026, please feel free to steal liberally.
1. We’re Building Worlds, Not Ads.
In 2025, we finally admitted that consumers don’t want to be targeted, they want to be transported so we’ve traded media plans for World Bibles.
Think of the way Barbie or Dune moved from screens to the very fabric of retail and social discourse. When we build a campaign now, we ask: What does this world smell like? What are its laws of physics? By treating brands like lore-heavy franchises, we ensure the work lives everywhere, from a 1:1 immersive TikTok filter to a massive physical installation in Times Square. If the 'lore' is deep enough, the audience does the marketing for you.
2. 2025 was the year of the 'HoldCo' model
2025 was the year the 'HoldCo' model started to look like a cruise ship trying to navigate a narrow canal. While the giants were busy with 'restructuring' and 'synergy meetings,' the boutiques were winning.
Why? Because accessibility is the new premium. Clients are tired of paying for a 'Lead Creative' they only see in the pitch. They want the person whose name is on the door to also be the person in the Slack channel. In 2026, agility isn't just a buzzword; it’s a competitive moat. As the means of production (high-end rendering, global distribution, real-time analytics) become cheaper, the 'little guys' are wielding the same firepower as the titans, with absolutely none of the drag.
3. AI is Dead. Long Live AI.
The hype cycle has finally collapsed under its own weight, and thank God for that. We’ve moved past the "Look what this prompt can do!" phase and into the "What can we do with this?" phase.
In 2025, AI became 'priced in,' it’s the plumbing of the industry. It’s no longer a headline; it’s a utility, like electricity or Photoshop. We’re no longer impressed by a generative image; we’re impressed by the insight that led to it. In 2026, the conversation returns to the only thing that actually moves the needle: the big, scary, human idea that makes someone look up and pay attention.
4. Generative Media Is Not the Most Impactful Cultural Change To Come From AI
Ok, one more thing about AI: The real story of 2025 wasn't Midjourney; it was the 'Loneliness Epidemic' meeting the 'Algorithm.' While we were worried about AI taking our jobs, it started taking our hearts.
We’ve moved from chatbots to 'Life Partners.' With the rise of sophisticated LLMs, the line between fictional and functional relationships has blurred. When a woman in Japan marries her AI companion, or millions of users spend more time talking to Character.ai personas than their neighbours, the fundamental definition of 'social' changes. For brands, this is a seismic shift. We are moving into an era of Personalized Mythologies, where 'what is real' matters less than 'how it makes me feel.'
5.Creativity Is Still The Opposite of Fear
The economy is twitchy, the climate is volatile, and the tech is intimidating. The natural human response is to turtle, to play it safe, follow the data, and optimise for the middle and what everyone in the board room can agree on.
But 2025 proved that 'safe' is the most dangerous place to be. This has always been true and there’s no sign of it not being true in 2026: Creative work that doesn’t take a risk is just white noise. We’re entering 2026 with this firmly in our hearts and minds, whether it’s the client’s bottom line or a stranger’s smile, impact requires a leap of faith. If the work doesn't make you a little nervous before you send over the deck, it’s probably not done yet.
6. Most People Will Say No, But You Just Need One Yes
In today’s market, 'No' is the default setting. We’ve learned to embrace it. A 'No' is just a filter to clear the room so you can find the one person at the top who actually has the vision to see what you see.
Marketing has always been a game of high-stakes lottery tickets. One 'Yes' from the right person at the right time can redefine a brand’s trajectory for a decade. We’re hunting for the one, fearless 'Yes' that matters, and we’re willing to walk through a thousand 'No’s' to get there.
7. The Monoculture Is Never Coming Back
The 'Watercooler Moment' is officially a museum artifact. We are living in the era of the Micro-Culture. There is no longer a 'Centre' to the cultural conversation, only a vast network of highly specific, deeply passionate nodes.
In 2026, you can’t just 'buy' culture; you have to be obsessed with a piece of it. Whether it's niche mechanical keyboard communities, urban foraging subcultures, or specific gaming lore, relevance requires depth. To matter to everyone, you first have to matter deeply to someone. Tbh: If your team isn't obsessed with something weird, you’re probably making boring work.
8. The Peanut Gallery Is Loud And Irrelevant
There’s lots of comments on LinkedIn, lots of opinion pieces in the industry magazines, and most of them don’t count for shit. That’s not meant to be rude, it’s just the way it is. The people that matter are probably on their way back from their second job at Starbucks and trying to figure out what they’re going to get at a 7-11. They didn’t see your smug writeup about how technology has transformed the media buying process and couldn’t care less.
It can be easy to lose sight of them but those are the people who deserve the bulk of your attention, every single day, especially in 2026.
As the kids presumably still say, let’s go.
Iain Thomas is chief innovation officer at Sounds Fun
