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.
Today it’s the first pick from our Executive Director and all-round Talent & Partnerships guru Sheila Hozhabri. And she starts with a man who won 2025 through kindness and empathy (as well as being an absolutely brilliant dancer). We think that’s something we can all get behind…
Robert Irwin
The Breakthrough Moment
Australian underwear brand Bonds selected Robert Irwin to star in their NSFW “Made for Down Under” campaign alongside a few wild animals.
The Cultural Shift
While we were no strangers to the Irwin family, Robert was viewed as the ‘youngest child’ to Steve, following in his father’s footsteps with his work in wildlife conservation and education. The Bonds campaign launch, followed by a People Magazine cover and winning the latest season of Dancing with the Stars, put Robert front and centre as one to watch.
Why Robert Irwin Matters
A Beacon of “Good Vibes”: Robert Irwin is a brilliant example of positive masculinity, blending his father’s conservation legacy with refreshing authenticity, emotional openness, and joyful advocacy for wildlife, women’s health, and inclusivity. He shows strength through kindness and empathy, making him relatable and inspiring for younger generations seeking authentic role models beyond traditional stoicism.
Continuing his father’s legacy: All of the attention on Robert has given him more opportunities to discuss and promote the Irwin family’s conservation efforts at the Australia Zoo. This has led to a bump in both financial support and fans planning trips down under to visit the zoo.
The Endurance Play
Robert Irwin’s authenticity and enthusiasm shine through everything he does, creating an opportunity for him to pave his own path while he continues to build on his father’s work.