Side hustles, women’s sports, and US teens rethinking college are among the major consumer trends to watch in 2025. GWI’s annual Connecting the Dots report highlights six key trends poised to shape the next 12 months. This flagship report is based on GWI’s comprehensive consumer survey, capturing the insights, emotions, and behaviors of over one million internet users across 50+ global markets.
The six essential trends every brand should know
Podcasts are transforming advertising
Podcasts have overtaken radio as the preferred audio content, becoming a key platform for brand discovery. Gen Z discovering new products through podcast ads has grown by 8% since 2021, outpacing TV (-4%), social media (+2%), and radio.
Side hustles are the new norm
11% of the workforce now has a side hustle. While Gen Z leads the trend, 38% of side hustlers are VP-level or higher, with the arts, media, and advertising sectors leading the way. Nearly a third are considering a job change within six months.
Women’s sports are rising fast
In the US, the WNBA’s popularity has surged by 100% since 2020, making it the fastest-growing league. Basketball is now the most-played sport among American girls aged 12-15.
Energy drinks are booming
Energy drink consumption has grown yearly since 2018, with 45% of consumers drinking them monthly—outnumbering combined drinkers of gin, vodka, whiskey, and rum.
Teens are rethinking college
The importance of college is declining among US teens, with Gen Z increasingly opting for alternative career paths, particularly in tech. Globally, the number pursuing higher education dropped 21% in the past year.
Smart security is surging
Ownership of smart security devices has grown 58% since 2019, now outpacing ownership of Volkswagens or Reebok products. Even among those without savings, ownership is up 38% since 2020.
Gen Z Chooses Audio Over Social Media: A Golden Opportunity for Brands
Podcasts have emerged as a dominant force in brand discovery, especially among younger audiences, overtaking traditional mediums like TV and social media platforms. According to GWI’s Connecting the Dots Survey, podcasts are reshaping how Gen Z and Millennials engage with media and brands, providing a unique and increasingly popular space for connection.
Podcasts as a Gateway to Brand Discovery
Since 2021, brand discovery through podcasts has accelerated, particularly among Gen Z listeners, who are turning to podcasts over other forms of media. This trend highlights the growing influence of spoken-word content as a trusted and engaging format for younger generations.
The appeal of podcasts goes beyond brand awareness. They are becoming a primary source of information, with 21% of consumers now getting their news from podcasts compared to 24% from newspapers. Millennials and Gen Z lead this shift, with one in four listeners reporting that they enjoy podcasts. During the recent US elections, 14% of Americans cited podcasts as a source for political information, with 5% considering them one of the most trustworthy platforms.
A Booming Market for Podcast Advertising
The podcasting industry has seen significant investment, exemplified by deals like SiriusXM’s $125 million acquisition of Call Her Daddy. This momentum positions podcast ads as a key investment for brands looking to connect with younger audiences. However, as with any advertising channel, brands must navigate potential pitfalls like ad fatigue. One in five younger listeners report skipping ads, compared to just 15% of Gen X and Baby Boomers.
Crafting Ads That Resonate
Listeners have made it clear: the format of an ad plays a significant role in whether they engage or skip. Integrated ads, delivered in the host’s style, are preferred by 17% of podcast audiences. This highlights the importance of crafting advertisements that feel authentic and relevant to the content of the show.
Although most listeners dedicate less than an hour a day to podcasts (42%), this growing listenership presents a valuable opportunity for brands to align with their audiences’ interests. By leveraging tailored, host-led ads that seamlessly blend into podcast episodes, brands can create memorable touchpoints.
The Takeaway for Brands
As podcast popularity continues to soar, the medium presents a powerful opportunity for brands to connect with younger audiences in a meaningful and engaging way.
By adopting a thoughtful, integrated approach to podcast advertising, brands can tap into a growing platform that combines trust, relatability, and relevance.
From host-led ad reads to live events, podcasts offer a 360-degree connection that is unmatched by other channels.
Source: GWI, Connecting The Dots Survey
