At Penguin Random House, direct communication and relationships with readers are key to marketplace success, and strong consumer marketing and outreach begin with understanding our audience. Penguin Random House Consumer Insights is excited to present Moments Summer 2025, a report that anticipates consumer sentiment and behaviors we may see during the coming quarter.

As we’re living through paradigm-shifting history, let’s look ahead at summer 2025: consumers are wary of government, companies, and media controlling narratives and free speech; early 2025 breakout hits such as The Let Them Theory tap into people’s desire for boundaries and a culture of “me first”; new releases in gaming mirror what’s hot and trending in books; and summer travelers are seeking simplified, unique escapes.

Moments Summer 2025 explores a few key themes:

• Underserved, Overcensored: Amid rising mistrust in institutions, attacks on free speech have brought the battleground to books—raising the challenge of how publishers can emphasize readers’ trust in books and the role books play in education and reflecting the reality of our world. 
• Protecting My Peace: This moment is a blend of disengagement and fierce individualism. We’re in full “protect my peace” mode—dodging drama, prioritizing ourselves, and tuning out the negativity and doom to focus on what matters most . . . ME!
• Hot Game Summer: Gaming is more popular than ever! As with books, there’s a game to match every mood or occasion. Darker themes across pop culture adaptations, cozy comforts, and extreme escapism are all trends in gaming this summer.
• Pack Your Bags: Come sail (or fly or drive) away with this Moment—this is your travel agenda for the summer, with trends shaping how we’ll vacation this year!

Readers are looking to slow down and have mindful moments during this “Summer of Intent,” and books are the perfect solution! This report also highlights genre opportunities: Westerns and small-town fiction, superhero tie-ins, historical heroes, fun kids’ reads that embrace the absurd, and more!

And now for a look at how key genres may resonate with consumers in Summer 2025.

1.Western & Americana

 Cowgirl Fashion Forward: Searches for “cowgirl hats” on Pinterest have increased threefold over 2024, while searches for “cowboy outfits” are up 40 percent over the same time period.

Gen Z & Millennials on the Move: Young Americans are moving to more rural areas. From 2020 to 2023, 63 percent of rural counties saw an increase in residents aged 25 to 44, compared to just 27 percent of counties a decade before. Colorado’s Rocky Mountains, Georgia’s Blue Ridge Mountains, and Montana’s lakes were a particular focus.

Living Mindfully: “Less is more”—nostalgia for a simpler life aligns with anti-consumption and underconsumption trends.

2.Superheroes & Historical Heroes

The Greater Good: From Superman to the Fantastic Four, new iterations of superheroes reflect a focus on hope, the greater good, and evolving perspectives on masculinity, with a healthy dose of nostalgia.

Interest in History Has Evolved: In 2020, 91 percent of Americans thought it was important that people learn about history to build a strong foundation for the future. That curiosity in history is expanding across the generations, with millennials leading the way at 55 percent.

Catharsis in Times of Change and Challenge: An exploration of Reddit after the November 2024 election found that redditors were seeking books to help them process current events through the lens of dystopian fiction, looking for both typically recommended books and books in response to specific needs—e.g., female rage, co-reading with children. (PRH Consumer Insights)

3.Fun Reads That Embrace Absurdity

Lean in to the Absurd: Brands are experimenting and finding success with absurd humor to capture kids’ attention. The 2025 Webby Trend Report believes this trend is here to stay, saying “maturing in an era defined by ‘unprecedented times’ provided Gen Z with a warped sense of humor.”

Surreal Surroundings: Aesthetically, surrealist humor with a pop deco edge is trending. Think fake food décor and wacky trends like Rococo Revival and Surreal Soirees.

If you have a current or backlist title that aligns with one or more of these trends or occasions, contact your marketing team for suggestions about ways to reach and engage consumers with relevant content from your book.

April Flores is Director, Consumer Insights at Penguin Random House.

Ellen Een is Senior Analyst, Consumer Insights at Penguin Random House.