The people and brands who made a mark in 2025 weren’t just riding viral moments – they fundamentally shifted how we talk, think and behave.
This series celebrates who our experts believe shaped culture in 2025. Some will have been capturing attention for the first time – some may have broken through before and are breaking through again. Because cultural endurance isn’t just about arrival. It’s about reinvention, resilience and knowing when to make your move.
Our Creator Director Laura Smith’s second selection is a shoutout to someone setting the standard for modern kids’ content, offering education and personability for a generation raised on screens…
Ms. Rachel
The Breakthrough Moment
Ms. Rachel became THE woman to turn toddler-time into mainstream culture. She isn’t just a children’s creator: she’s rewriting what ‘educational content’ can look and feel like for a generation raised on screens.
The Cultural Shift
Ms. Rachel’s normalised a new hybrid of gentle pedagogy + hyper-engaging performance, delivered through simple visuals, repetition, exaggerated expression and direct address. What used to live in classrooms or clunky DVDs now exists as high-fidelity digital storytelling that children actively choose, and parents fully trust.
Why Ms. Rachel Matters
She set the standard for modern kids’ content: Her format is now the blueprint: crystal-clear cues, emotional warmth, and a delivery style engineered for attention without chaos. Countless creators (and major studios) are now lifting from her playbook because it hits the perfect sweet spot of calm, stimulating and bingeable.
She fits the parental mindset for 2025: Parents want content that’s safe, developmental and soothing and Ms Rachel nails it. She gives families useful screen time in a world where attention is fragmented and parents feel guilty.
She made caring cool again: In an era obsessed with snark and slickness, her sincerity is the differentiator. She turned soft skills and speech cues into a cultural fixture.
The Endurance Play
Ms Rachel isn’t riding a trend. She sits in the intersection of child development, parental trust and platform-native storytelling, a space that only grows as more families live part of their lives online. As long as parents want support and kids want connection, her approach stays culturally essential.
Image credit: Little Black Book