- Creators aren’t following culture, they’re coding it.
- Influencer ROI hits $5.78 per $1 spent.
- Art is activism and attention is currency.
- Culture won’t wait for your brand to catch up.
In 2025, the way culture is made and experienced has been fundamentally rewritten by a new generation of creators. These are artists and influencers who harness technology to forge deeper, more authentic connections with audiences. For brand managers, CMOs, and decision-makers aiming to stay relevant, understanding these shifts isn’t optional; it’s a critical necessity. The question is: How are these cultural architects shaping the future, and what does it mean for your brand’s survival and growth?
The Digital Alchemist: Ayoung Kim’s Immersive Realities
Take Ayoung Kim , a Korean artist blending live footage, CGI, AI, and generative techniques, building immersive worlds that spotlight societal issues like gig economies and digital labor. Her work isn’t just art; it’s a reflection of a digital society that demands authenticity and social consciousness. Kim’s pieces, exhibited globally, aren’t plain visuals, they’re visceral experiences, forcing audiences to confront reality while engaging emotionally. Brands ignoring this shift risk appearing disconnected in a landscape where consumers demand more than superficial narratives.
Humor Meets Humanity: Meriem Bennani’s Cultural Remix
Meanwhile, Meriem Bennani, a Moroccan-born artist based in Brooklyn, is redefining digital art with humor and social critique, creating viral videos and installations like ‘For My Best Family’, a multimedia project commissioned by Fondazione Prada. Bennani’s work taps into the zeitgeist of digital hybridity and identity, transforming viewers into active participants. Her art makes complex themes like race, gender, and socio-political issues emotionally tangible. In a world overwhelmed with information, art that sparks curiosity and empathy can catalyze brand affinity, loyalty, and even activism…if brands choose to listen.
Influence Reimagined: When Authenticity Becomes Currency
On the influencer front, Kay Poyer and Alix Earle are shaping cultural discourse at a scale previously unimaginable. Poyer’s TikTok-driven narratives on social issues surface emotions and calls to action, proving that digital-first storytelling can be a catalyst for social change. Earle’s seamless transition from social media sensation to mainstream influencer demonstrates that authenticity, relatability, and emotional resonance are the new currency of mass influence. Data from 2025 confirms that influencer marketing drives significant consumer purchasing decisions and shapes societal values faster than traditional advertising. Influencers are now foundational to brand strategies, accounting for up to 69% of consumer trust in product recommendations, compared to far lower trust in conventional ads. Studies show influencer campaigns deliver an average ROI of $5.78 per $1 spent, almost double the return of traditional digital ads, highlighting their exceptional impact on conversions and sales.
Art as Identity: The New Face of Global Creativity
Even emerging talents like Rene Matić exemplify the power of art and fashion as societal catalysts. Matić’s focus on Black and queer communities elevates marginalized voices, resonating deeply with Generation Z and Alpha, driving engagement in a way that no traditional ad can match.
Africa Rising: Modupeola Fadugba and the Power of Purpose
From Africa, Nigerian artist Modupeola Fadugba won the Norval Sovereign African Art Prize 2025 Known for blending art, science, and social themes, her work addresses identity, justice, and human connection, offering fresh perspectives on Nigeria’s contemporary narratives. Her recognition exemplifies how African artists are gaining global visibility and shaping cultural conversations through interdisciplinary and socially engaged art.
The bottom line: the future isn’t waiting. These creators and artisans of tech-driven media and social engagement are shaping a cultural landscape where storytelling is immersive, identity is fluid, and social impact is non-negotiable. Brands that recognize, adapt to, and integrate these cultural signals will lead or be left behind. For decision-makers today, this isn’t a trend, it’s a revolution in how culture is made, experienced, and connected. Your move is now or never.