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As people sign off for the year and turn their out-of-offices on, we wanted to share our forecast for the year ahead. Our Head of Culture Jesse B. writes: “Although Kendrick Lamar’s DAMN came out in 2018, the album’s title is a perfect encapsulation of the mood in 2024 and the theme for ON ROAD’s inaugural trend review where we look at how culture may evolve in 2025 and how we’ll engage with it. 2024 was the climatic final instalment of a shit show that’s been building for nearly a decade since Brexit and Donald Trump, clear moments when the political landscape shifted entirely. The ongoing genocide in Palestine has changed the way we understand social activism at a time when we’re seeing the erasure of a group of people online in real-time. Everyone will have ideas of the biggest cultural moments in 2024, but what’s been happening in Palestine is the most galvanising and rousing global event. ‘Community’ was the buzzword of the post-pandemic world and it got run into the ground so much that brands began to equate having people in an invite-only, free drinks event as their idea of the concept. There’ll be a concerted effort to do things DIY and in more local settings, taking things back to the streets and our neighbourhoods. Time Out’s Londoner of the Year DJ AG showed us how to build community in culture without excluding people. We’ll see more of this at a time when austerity doesn’t seem to have an ending. So what will 2025 bring? Probably more of the same, crazier moments that we could never imagine happening. Maybe, Elon Musk finds a personality outside of being the guy who has spent much of 2024 influencing the US Election by cosying up to President-Elect Donald Trump. We can only hope but right now, that is all we have.” Download the full report here: https://bit.ly/damn_2025

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Harun Pal

Match Day Programme Editor | Fashion Communication and Promotion graduate

2w

Looks very well put together guys will defo be taking a look.

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