The Future Report Year in review with Sophie Renton
Dec 9, 2025
Sophie Renton, Managing Director at McCrindle and social researcher, reflects on the year’s defining moments and trends. She discusses rage bait and its impact, parasocial ties and loneliness, shifts in AI from novelty to strategic use, the paradox of consumer behaviour, and rising themes like intentional living and the personality premium. Short, sharp reflections on what shaped 2025 and what leaders should watch next.
AI Snips
Chapters
Transcript
Episode notes
Choose Positive Engagement Over Outrage
- Avoid building content purely for outrage; instead create positive engagement that drives constructive outcomes.
- Sophie directly urged marketers to rally around positive causes rather than chasing clicks through negative provocation.
Parasociality Links Loneliness To Demand For Human Brands
- Parasocial relationships and rage bait together highlight loneliness and the urge for connection via curated public personas.
- Sophie links parasocial trends to rising social isolation and the demand for brands with a human personality.
Searches Mirror National Events And Viral Culture
- Google searches reflected national events and cultural moments from Cyclone Alfred to viral slang like 6-7.
- Ashley notes Australians' top questions included practical holiday planning (When is Easter?) and curiosity about viral terms and figures.