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.
And because at Smarts we’re experts in helping brands building Cultural Endurance, we thought we’d end the year by celebrating those who shaped culture in 2025. We’ve asked our cultural experts, including Brand Futures Directors Jess MacIntyre and Nat Moores, Talent & Partnerships lead Sheila Hozhabri, and Content Director Laura Smith, to pick those who they believe truly made an impact – outlining the cultural shift that saw them come to prominence, why they mattered this year and why they are ripe to endure well past New Years Eve.
We’re excited to share them all with you throughout December – and as each selection is made, we’ll link to it below.
So who would you choose? And will they match with ours? Some may have been a fixture of your Spotify Wrapped. Others may be sitting in your kitchen cupboard. 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. Here are those who timed it perfectly…