spool tapestry: what's hitting our cultural radar for fall 2025
- Brant Herzer
- Nov 25
- 4 min read
Updated: 4 days ago
Here are just some of the things that caught our team’s attention across culture, business and media. In a noisy world we cut through, connect the dots, and show what matters for brands right now.
did anyone ask for this
and even if so, why?
What’s happening?
The seesaw of AI keeps whipping from awe to apathy to… who wants this? In addition to it likely taking all our jobs in a few months (lol, sob), what once felt like the future now feels like filler, and audiences not only spot it, but hate when
it shows up.
How’s it showing up in the world?
Tis the season for another cringey AI ad from Coca-Cola after last year’s was such a smashing success (er…). Maybe the theme for this year’s holiday season, which, if that’s the case, bravo, Coke, bravo! Needless to say, the reaction for their new spot was a big, fat “yikes” and leaves us wondering what next year’s spot has in store.
Why should we care?
Listen, AI is changing…everything. But no one wants “new” generative Friends episodes or holiday ads with 19-wheel Christmas trucks. People can sense when creativity has been outsourced and they’re not rejecting AI itself; they’re rejecting what happens when brands stop editing for meaning.
attention has a body count but no shame
What’s happening?
Remember when the idea of jumping the Shark was something to avoid? LOL. No longer. Culture has entered its chaos era. Brands are in a race to out-weird, out-loud, and out-hype each other, treating spectacle as strategy. The more outrage, irony, and absurdity, the better?
How’s it showing up in the world?
In another case of “did anyone ask for this?”, YETI and Liquid Death joined forced and launched a casket cooler (for a cool $68,000?!). Yes, seriously. Why? WHY NOT! Feels like a great symbol for the state of the world these days, right?
Why should we care?
When a cooler and water brand decide this is the best way to collab and market, then it must be a statement on where the world is and our guess is that statement is: “SOS”. Brands that survive this era of manufactured madness may need a layer of purpose beneath provocation, but then again, maybe not. Time shall tell. Until then, pass me a cold one.
the good, the bad, the honesty
What’s happening?
Sorry Kris Jenner, the new thing in beauty are filter-less imperfections and brands that tell the truth, even when it’s messy. In an age where perfection almost feels within reach (even if it’s a hologram version of it) the new marker of credibility is transparency that feels human, not performative.
How’s it showing up in the world?
Case in point: The Ordinary’s new campaign was all about dismantling beauty myths and highlighting science over fantasy. Instead of promising transformation, it calls out the manipulation baked into beauty marketing, perhaps even earning loyalty through its candor.
Why should we care?
In a synthetic-everything era, truth is now a competitive advantage. Audiences trust proof over polish and reward brands that expose what others still hide.
we're all living in the brandverse now
What’s happening?
After the summer of Barbie, the kraken was reawakened and thus the era of cinematic world-building expanded in ways we hadn’t seen since pre-Pandemic levels. But with every franchise-turned- frappé and sequel-inspired sneaker drop, the question is shifting from can brands do this to should they?
How’s it showing up in the world?
The Munchkins are coming! In a smart play, Dunkin jumped on the Wicked train and is the latest example of fandom gone physical. But, they’re not stopping with tiny donut holes; from emerald-hued matcha lattes to pink frappés, the menu turns morning coffee into a ticket to Oz. But… again, is this a larger opportunity or collaboration on its way out? What once felt like magic is starting to feel like tired marketing.
Why should we care? The next phase of fandom will favor meaning over mass. Consumers still crave shared worlds, but they’re tired of being sold to. The brands that last will be the ones that expand a story, not just stamp their logo on it.
nostalgia rewind is gen z's comfort zone
What’s happening?
Nostalgia isn’t just a throwback trend, it’s Gen Z’s emotional safety blanket. Raised in chaos and constant connectivity, they’re looking backward to find something that feels stable. Nostalgia offers comfort, identity, and control in a culture that moves too fast to process.
How’s it showing up in the world?
Leading up to its latest and final season, Netflix’s Stranger Things “Recap Cassette” isn’t really about the 1980s, it’s about emotional texture. By turning a binge recap into a tactile ritual, it lets fans pause, rewind, and reconnect with something physical in an age of frictionless streaming. Gen Z says they want tactile artifacts, but I dare them to find a song on a mixtape.
Why should we care? Nostalgia is a signal for calm, taste, and emotional connection in an overwhelming world. Brands that understand this aren’t just tapping retro cues, they’re offering relief.
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