🤔🔮 The Late 2020s Survival Guide 🔮🤔

Speaking with a group of experts across various fields, we try to anticipate and explore what the rest of the 2020s is going to look like.

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Around August, I started thinking about how we’re solidly in the middle of the 2020s and that, given how tumultuous and all over the place the first five years have been, we may want to prepare for the latter half of the 2020s. What do we think is going to happen? What should we be thinking about? What is…going to happen? Lots of important questions — and I couldn’t answer all these things on my own, nor should I.

So I started reaching out to a series of experts, friends, people I follow, former co-workers: a mix of people who generally work in and around the planning of things. From social strategists to urban planners, industry veterans to social media creators, people I’ve been in the trenches with to people whose content I crave, I sent out notes in October querying for a few thoughts. I heard back from seven experts, who — like me — watched election results, a holiday season, and the uneasy start of a new year thinking and rethinking “what’s next.” This is a prospect that’s always easier said than done, as my own 2025 forecast is a good example of trying to anticipate the storylines of our times while deeply within them, participating in the action instead of solely observing it. The results are both inspiring and a bit, um, distressing, which touches on everything from macropolitics and international culture all the way down to the personal, the familial: all of that matters, all of that reflects these times and how we fit into them.

(A caveat though! While this is, I think, a great sweep across professions, industries, and expertises, I tried and failed to spread things as far as possible geographically — and didn’t quite go as big as I had hoped. This is to say: there will be more “round tables” and more Culture Reports™ this year and I’m hoping to include a few voices from Africa, Asia, and South America. If you feel like that’s you…let me know by replying to this post! And I’ll keep you on a shortlist of experts for the next go around!)

We have oodles to get through so…let’s get into it, on this second day of Trump’s World America 2.0: welcome to the late 2020s survival guide. We’re in for a ride 😅

Who are you and what do you do?

• Ben Dietz of

  [SIC]
  , Greenpoint Brooklyn, Founder, superformat consultant and advisor

• AJ Lacouette, New York, and Alfredo Mejia, Berlin, Partners at Global Advisory

• J'Nae Phillips of Fashion Tingz, London, Freelance Senior Editor, Trend Analyst, Fashion Columnist, and Cultural Researcher

• Nia R., Chicago, Creative Strategy in Media & Entertainment, currently sports

• Brittany Simmons of for the city girls, Detroit, Urban Planner passionate about building livable, equitable and vibrant communities through sustainable development and thoughtful community engagement

• Lorena Garcia Waheibi, Brooklyn, Founder & Content Director for LGW Creative, focusing on short-form content marketing for creatives

What three adjectives (or short phrases) would you use to describe this decade so far?

BD: Entropic, unyielding, accelerating.

AL: Homogenized, Haphazard, Hellscape

AM: Technology overdrive

JP:

• messy AF (because who doesn't love mess and drama)

• contrarian (because people say one thing for shock value and do another)

• metaversal (because we are increasingly blending physical reality with digital spaces, I may have made this term up though! lol)

NR: Monetized, Unique, Crowdfunded

BS: challenging, resilient, unpredictable

LGW: Self-promotional; The rise of the localized celebrity; The era of the thumb swiping obsessed

What is the defining moment of this decade, as related to your expertise or industry?

BD: VICE's bankruptcy in 2023. Selfishly, it destroyed the dream of an exit for me (which had long been diminished, but still), and signaled the end of an era of "new media" for reasons both inane and inevitable - but which were always the opposite of the 'plan.'

AL: I don't think we can highlight an exact moment but rather note the gradual descent into chaos.

AM: This decade will always be remembered for COVID-19, but the other events that moved the axis were the Russian invasion of Ukraine and the humanitarian emergency in Gaza.

JP: Redefining girlhood has emerged as a central theme of this decade so far, creating a striking contrast between hyper-stylized femininity and more raw, unfiltered narratives. The release of the Barbie movie, with its embrace of pink mania and exaggerated hyper-femininity, has revived the idea of girlhood as a playful, aesthetically heightened experience, where self-expression and the fantasy of empowerment coexist. Yet, at the same time, movements like Brat Summer have offered women a hedonistic, rebellious escape—celebrating an unapologetic, carefree identity that refuses to conform to traditional expectations of what it means to show up as a woman in the world. We want to let loose and we want to do it on our terms. Meanwhile, icons like Pamela Anderson, appearing makeup-free in public, are challenging the polished image of womanhood where we have to show up as polished and perfect versions of ourselves, while the pushback against Kardashian-era body ideals, like the BBL trend, reflects a shift toward new notions of womanhood that reject restrictive beauty standards. This cultural reimagining of girlhood is happening at a time when women's rights, from reproductive freedom to political representation, are being rolled back globally, and red pill content and anti-feministic rhetoric are running rampant across societies of all shapes and sizes. Its one step forward and one hundred steps back, a reflection of how women are navigating a world where personal expression becomes a form of both resistance and survival.

NR: AI has changed everything: the way we work, how much effort is acceptable to put into a project, and even our standards for media. While this isn't a particular moment, I do think the rise of AI models, like ChatGPT, has contributed to a media landscape where quantity matters more than quality. Take Spotify for example. A year after cutting 17% of jobs, customers say they can tell the company relied heavily on AI to produce their Wrapped profiles. And that's not a compliment. Like many CEOs, Daniel Ek cited "working around the work," too many people supporting the work, and not enough contributing to opportunities that create real impact. Never mind that Spotify is increasingly described as a mediocre product, but Ek just cashed out 35 million in shares. Never mind that their recent women in Hip-Hop event featured art I could've made with my eyes closed. Again, mediocre. My question for CEOs, founders, and mouthpieces for all companies who've banked on AI as a solution to their problems is what does "the work" mean? What is it that *you* do to deserve all the AI millions when your customers still settle? AI is an expensive solution, especially for the environment, and it doesn't seem to be paying off on the quality front. Who knows how AI will continue to make space for itself across all creative industries. But I do know it's a fast moving train and will crash if we let it.

BS:

1. The pandemic underscored the importance of walkable neighborhoods where essential services, employment opportunities, and public spaces are easily accessible without relying on cars or public transportation. The widespread shift to remote work, increased demand for outdoor public space, and a desire to support local businesses pushed the public to reimagine what our cities and communities should look like. In many places, the pandemic essentially provided a proof-of-concept for walkable neighborhoods and the support for it.

2. The U.S. Department of Transportation rolled out the Reconnecting Communities Pilot Program, which aims to reconnect communities negatively impacted by transportation infrastructure like highways. This funding will help close the gap between people and opportunities for connection and upward mobility.

LGW: The defining moment of this decade so far within my industry of short-form content marketing is the rise of TikTok. At first, it was seen as place where teeny boppers gather to dance in their adolescent bedrooms to the latest trends for their friends.The potentiality of the short-form video app has grown since COVID when everyone needed a distraction. Slowly but surely, others realized they can show a different side of themselves on this particular platform in a way they never have before which is through shorter video. Nowadays, it’s common knowledge the power that TikTok holds from music labels pouring hundreds to thousands of dollars into making it one of it’s main marketing budgets in hopes theirs is the next song that makes it “big” to national coverage from an ongoing legal battle of whether the app should even be allowed in the United States of America at all due to security reasons.

As we hit mid-decade, what are you watching? What items are you keeping a temperature check on as you feel like it's going to play a big role in the latter half of the decade?

BD: Broadly I am expecting us to reach the end of attention, and a regression to the historical mean of engagement. There is too much stimuli, and only more coming via AI slop etc. It's not that most people will turn off, but they will ensconce in sources they are proximate to and trust. That will seem like a step back relative to hyper-consumers of takes and opinion (ie 'the media') but is actually a return to manageable consumption for most.

AL: We, the collective, have become distracted with surface-level trends and issues that are sucking all of our energy in really superficial ways by keeping us pseudo-busy and entertained—this is detruding us from playing big roles as we're stuck in survival mode. To affect changes from the core regardless of the category/topic/issue in the latter half, I've stopped watching things happen and started seeking out hypocenters.

AM: Sports and wellness have not reached their apex, and with major cultural sporting events around the corner, we will see a rise in brands, trends, and investments in the sector. Of course, this will dilute into fashion, food, streaming, and social media.

JP: The global pushback against authoritarianism is poised to be a defining force in the latter half of this decade, as more people resist the erosion of democratic freedoms and human rights under increasingly autocratic regimes. I think this resistance will be driven by grassroots movements, digital activism, and global solidarity efforts, fueled by widespread disillusionment with authoritarian governance, censorship, and state violence. In countries like Russia, South Korea, and parts of the Middle East, protests and civil disobedience will continue to challenge powerful regimes, while in democratic nations, far-right populism and the weakening of institutional checks on power will provoke strong counter-movements advocating for transparency, free speech, and electoral integrity. This decade’s struggle between democracy and authoritarianism will shape not only political landscapes but also cultural narratives of resistance, shaping the future of civil liberties, governance, and global power dynamics.

NR:

With the risk of sounding like everyone else, Abbott Elementary is the light at the end of my media tunnel. In an interview for Edition by Modern Luxury, Quinta Brunson talked about how she didn't receive much push back for the show, making her a unicorn. Especially with the rollback of DEI across all industries, I am holding my breath for which projects will be backed and which ones will have to be crowdfunded. How we're doing economically in the industry, for me, will be measured by how many reboots and remakes I have to feign interest in. All of this being said, I am a fan of independent media outlets like OTV (Open Television). I don't want to wait for another diversity boom to enjoy stories that are relevant and raw. Especially with censorship and grant stipulations, my main hope is art is still produced and the most crucial levels.

I'm also keeping my eye on news outlets. Earlier, I was reading about how Illinois has been one of the states hit hardest by the transformation in how we consume media. More than two newspapers shut down every week this past year creating "news deserts" in 5 counties. With this trending across the country, it makes me wonder how the increased reliance on legacy and social media will affect media literacy, misinformation, and access to information. One of my favorite Chicago publications is New City, and I don't know how I will access new art if it ever goes away.

BS: Project 2025 is going to play a major role in housing affordability, transportation goals related to traffic safety, and sustainability efforts.

LGW: I am keeping a close eye on Ai developments. I believe we are only seeing the brink of the softwares capabilities and there will be a day where we are all using artificial intelligence in our daily lives. It will affect all different types of industries and take over skills of what many of us worked so hard to develop.

If you were to build a strategy for someone within the space you work in, what would your advice be? What changes would you make now to survive what may come?

BD: My entire gig is built on identifying, defining, executing and refining superformats for brands, agencies and publishers. That's *because* done right they are ownable, modular and scalable. And therefore durable and valuable.

AL: I think leaders have misunderstood people long enough, and the pipeline of "connecting" has been broken for a long time; we're starting to see such frequent breakdowns because of that now. We advise every client to keep us as retainers in an advisory role because smart strategy is consistently needed, especially from an unbiased third party. The more brutally honest we've been, the more exacting the changes and the more successful our clients have become. Setting that precedent with consistent strategy is addicting for companies and leaders alike; you can't go back.

AM: Finding the right talent to connect with brands is very important; most right now are driven by numbers, and the content is boring. We need to predict talent, not just trends, to foster projects, ideas, and artists before they explode. Another thing to consider is the importance of brand and design and how mixed with consistency, they are the best formula for long-term success.

JP: To thrive in today’s unpredictable socioeconomic and cultural climate, brands, businesses and organisations must adopt people-first, flexible strategies that prioritize adaptability and deep engagement with shifting human needs. Think about: what do people want and why do they want it? How can brands show up and support their audiences in ways that contribute to the greater social good? What are the spaces people are congregating in that have the potential to affect change and earn audience trust? Traditional, rigid marketing models are ill-suited to a landscape characterized by economic volatility, shifting social values, and unpredictable cultural trends. Flexibility also means moving beyond one-size-fits-all approaches and creating personalized experiences that resonate with diverse audiences. On top of this, engaging in genuine two-way conversations with people, rather than broadcasting stale and static messages, can allow businesses to remain agile and responsive in a bid to survive whatever may come next.

NR:

I like to joke that I have a gay job—I think I first saw it on the internet. As much as it makes my therapist laugh, I do think it disqualifies the skills required to be good at what I do. In addition to coming up with ideas, I need to know how to balance a budget, research, make undeniable arguments, and more. Now that I work for a sports team in a growing league, I'm constantly asked how did I get here by people who make it clear they want my job. There is so much demand and not enough supply, so I tell them to be ready to work before they have a W-2 job. Before I got my current gig, I was spending my own money to show up to WNBA industry events. Luck was also a huge factor. If I could make changes, I would have taken classes or spent more time beefing up my hard skills. Now, I'm considering going back to school for job security, because if not a gay job, any job would be great. But I do know my home is in media, doing the work, so I hope I don't get to the point where I'm writing press releases to justify lay offs of real people for AI. I really just want a TV show and HBO doesn't have to pick it up for it to be a success in my eyes.

I don't have a strategy to offer because it doesn't matter how talented you are or how many hard skills you have—layoffs don't care. Maybe try to marry rich and remember you're not too good for a job when your rent is due.

LGW: If I were to build a strategy for someone looking to develop their short-form content strategy, my advice would be to start today. It’s important to get comfortable in front of a camera and let people into your story. Try out new methods and see what best fits your brand. It could be voiceover content, text only, or facing the camera directly. What people want to see online is authenticity. It’s almost like creating your own quick reality TV show. Some changes I would recommend to survive what may come is to stand out by being yourself. No one can replace who you are.

What's one thing that you think (Or want!) to go away, as far as cultural obsessions, conversations, etc.? What thinking or strategies should be left behind, as they may be too tied to the first half of the 2020s?

BD: Identity as a locus for messaging. Not only do 'demographics' constantly morph and mislead, but behavior is a better indicator of common incentive and attitude. But beware any 'comprehensive' analysis of behavior, as well. We all contain multitudes.

AL: We all need to depart from this idea that inalienable rights, as citizens and consumers, are optional—they are not. The quicker leadership across the board realizes that they must co-create with the masses, the easier all this will go. Remember, we collectively hold the power.

AM: Gen Z being touted as the focal point of change; we need to stop putting pressure on them to be the only agents of the shift as older adults call the shots; they should be the change. From an industry perspective, companies/brands need to turn down the influencer mindset, fewer random dinners, and fewer products give-aways that people don't need. As people, we need to stop judging what we should wear or not.

JP: One trend that I’d love to see disappear is the gatekeeping and hating on people’s personal tastes and interests simply because they don’t align with someone else’s preferences. This obsession with ridiculing or invalidating others' choices, whether in music, fashion, or entertainment, not only fosters negativity but also overlooks the fact that diversity in taste is what makes culture vibrant and dynamic. Not everyone is meant to like the same things, and not everything we consume is designed to appeal to everyone—that’s perfectly fine. In a world where individuality is increasingly celebrated, we should embrace differences rather than criticize them. A culture that thrives on mutual respect for varied interests creates a richer, more inclusive environment where people can freely explore what they love without fear of judgment. If we all liked the same things, conformed to the same ideas, and consumed the same media, the world would be a dull, homogeneous place, devoid of the richness that comes from our unique perspectives. Be you and do you, whatever that looks like.

BS: The thinking that "15-minute cities" are a government ploy to restrict your movement, when in fact, it's the opposite! The concept of the "15-minute city" really just means having everything you need (grocery store, school, dentist, library, park, etc) within a 15-minute walk or bike ride. A 15-minute walk probably translates to a 2-minute drive, so now it takes you even less time to drive to the store. It's a win-win.

NR:

What are the it girls wearing this fall? You NEED this blender, it's to DIE for. I'm coining a new term called quiet beefing, it's when you're mad at your friend but don't want to tell her. And how does this relate to Gen Z? I'm trying all the side hustles so you don't have to, link in bio for my $10 e-book!

Stop trying to sell me stuff! I just want to watch a video or listen to a juicy story! Have a personality!

Overall, I think we need an internet outage day. The pandemic dialed up our reliance on and relationship to media, so it controls people's every move. From what we wear, what we're posting, what's a viable source of income, even how we relate to people in real life.

Maybe this is all a result of my own increased media consumption, but I want people to be who they are. I want brands, agencies, and media companies to produce something that doesn't have KPIs attached. I wish I didn't know about KPIs.

I think what I'm wishing for is a social landscape that's far gone. What if being an individual is a mark of luxury and leisure now? I'm not saying it's a crime to be influenced by a key part of our world, but what if we could update our wardrobe without having to check what the newest set of internet strangers are wearing?

LGW: I want the idea of brands being on every single social media platform to go away within their digital plans. Yes, you will be getting more exposure but at what cost? Reusing the same content over and over to me is a little boring and also exhausting for your teams (if you’re lucky to have one) to be posting everywhere. Stick to the platforms you are really good at or your content shines on and thrive there.

By the end of the next five years, where do you think we'll be as people? Where will you, your community, and your city fit into this?

BD: New York is thankfully a capital of the world - and that's not likely to change. My hope is that as we continue toward a need for human contact (in an increasingly algo-optimized digital world), and for pure serendipity and the new stimuli it brings, that the energy of NYC will continue to be sought out and modeled after. Where that leaves us writ large is hopefully in an increasingly curious, intrepid and durable place. The short term getting there is gonna beggar belief at times tho, given the public mouthpieces in charge as we go.

AL: Most will roll over and take it, laying the bed we've collectively made. Some (like me) will attempt to harness the chaos to co-create a new world order.

AM: I believe we will be in a position of reflection about the great moments and mistakes made, possibly with a better understanding of the global landscape: less pointing fingers and more collaboration.

JP: In the next five years, it seems inevitable that societal divisions will deepen, both locally and globally, as political polarization, cultural clashes, and economic inequality continue to heighten tensions. The rise of disinformation, digital and IRL echo chambers, and the increasing divide between different ideologies, as well as power structures that seem resistant to reform, are likely to fuel further discord. However, the only way out of this shit show we call modern life is through it—by confronting these tensions head-on, a new generation of tastemakers, rule breakers, and icons will (hopefully) emerge to challenge the status quo and offer fresh visions for society. We need to not only critique the world as it is but propose bold, alternative ways of thinking about the future.

NR:

I fear I may get left behind and that everyone will move to Chicago.

Career wise, I really do despise AI. And if that's where we're going, I'm not sure if I will make it. Sure, I don't need my TV show to be a generational hit, but if I can't survive, what's next? I think I will fall into the camp of people not interested in featuring AI in our projects, and I truly hope that's beautifully sustainable.

Chicago-wise, my concern for the environment has grown, especially seeing how people are beginning to migrate to "climate safe" zones. What will that do to an artistic hub like Chicago where traditionally people have come to cut their teeth, then go off to "better" cities.

No matter what happens, I think I fit somewhere in the middle. My job is to take everything in, provide a pulse check of where we are, and present a plan of where we're supposed to go next. I'm grateful to do that in Chicago and I am anxious to see how the landscape changes.

LGW: Thinking about this right after the 2024 election is a little terrifying but my hope is that in five years from now, rather than being more isolated and divided, we are united as a people. Community, knowing your neighbors, checking in on people is going to become super valuable. People getting involved with their local and state governments to see results they feel best fit their values. Technology will be a continued driving force to innovation and hopefully we’re using it for good rather than greed.

Anything else to add?

BD: I'm a young Gen Xer; my children (18 and 15) are youngish Gen Z. After the trials and tribulations of the first cohort of 'digital natives' i look at them and feel confident they'll figure it out. Maybe it's blithe, but I suspect the kids are alright.

LGW: I pray we become better people in the later half of the decade. I have recently started my new business in short-form content marketing and am looking for clients so, if you know of anyone in need, hit me up!

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What are your thoughts on the latter half of the 2020s? What are you planning for? What are you worried about? Excited about? Weigh in in the comments, etc.!

Explore previous Culture Reports™ via round tables and interviews: on the state of the fragrance world with Tracy Wan; on going viral with Hannah Martin; the state of Hollywood with an anonymous expert'; the state of generations i with Coco Mocoe; social media managers turning 40 round table; the state of fashion with Max Berlinger; the state of memoirs with Sarah Labrie; the making of a Pinterest trend report with Sydney Stanback.