Trends used to be pretty easy to spot. When there were only a handful of TV channels and a few big websites, everyone more or less saw the same things at the same time. Now? Not so much.
So for this round-up, I’ve kept it simple. If something’s popped up more than once online and come up in real life, then it’s earned its place here.
These are the trends that have actually broken out of their little corners of the internet and started turning up everywhere.
When Apple launched iOS 26 in June, they didn’t just give the interface a light refresh. They introduced Liquid Glass, a complete visual overhaul. And it wasn’t a background detail. It was the headline feature.
Everything in the system now behaves like a high-end material. Surfaces bend light, change colour with background movement, and shift subtly as you scroll or tilt. It’s not just shiny, it’s alive. And they’ve rolled it out across iOS, macOS, iPadOS, watchOS, and even visionOS.
What makes this significant for marketers is what tends to happen next. Apple sets a visual tone, and everyone else finds their own way to reference it. We’re already seeing hints of it appear in campaign visuals, motion design, UI elements and even event branding.
It’s not about copying, it’s about recognising where the visual conversation is heading. And this time, it’s towards cleaner, more fluid interfaces that feel tactile and premium, without being overdesigned. Liquid glass does that well.
The detail is what sets it apart: subtle micro-animations, ripples and soft reflections that make everything feel more considered. And while it takes skill to pull off well, it’s a look that’s likely to be sticking around.
Because the glass effect is subtle and works over the top of any brand imagery, it could just be a nice addition to your next video. (You know who to call if you need help achieving this effect 😉)
Imagine making an advert in 2022 that quietly does its job, disappears into the background... and then somehow becomes the biggest meme of summer 2025. Is this every marketer’s dream or what?
That’s exactly what happened with Jet2. Their now-iconic “Nothing beats a Jet2 holiday” voiceover, originally part of a fairly standard campaign, has been hijacked in the best way possible. TikTok and Instagram users have turned it into the soundtrack for chaotic holiday fails, people falling off quad bikes, dropping their drinks, arguing by the pool, or wiping out in slow motion. All backed by that relentlessly upbeat voice, completely unbothered.
It’s everywhere. Millions of views. Thousands of memes. Even the original voiceover artist, Zoë Lister, is in on the joke, she’s now doing live public address announcements at events and airports. The internet is eating it up.
The best part? Jet2 didn’t try to steer it. They didn’t force the moment or awkwardly insert themselves into it. They just let the wave build, and gave it space to grow. And that’s why it worked.
This wasn’t planned. It wasn’t polished. It just hit the right nerve at the right time. A proper reminder that sometimes the most powerful marketing move is knowing when to get out of the way.
Last year was full of one-click AI tools promising to do everything for you. This year, the mood’s shifted. The novelty has worn off, and the smarter move is becoming clear: use AI to assist, not replace.
It’s no longer about generating a final product. It’s about using AI in the messy middle, helping with first drafts, surfacing insights, speeding up research, mapping out campaign structures. Basically, all the parts that support creative work, not try to automate it entirely.
The brands getting this right aren’t using AI as a vending machine. They’re using it as a proper teammate. Quietly working in the background, helping them go faster and smarter, while still making human decisions out front.
So whether it’s an intentional shift like Apple have made or a bit of lucky brand awareness like Jet2 are riding, what other trends are you seeing on your timeline or out in the real world?
