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 Spring 2025, a report that predicts consumer sentiment and behaviors we can expect during the coming quarter.
This spring, society is at an inflection point with gender, consumers are longing for longevity, and a new compassionate era of “wellness that works” is hyperpersonalized.
Moments Spring 2025 explores a few key themes:
- A Defining Moment for Gender: Despite significant setbacks in reproductive rights and ongoing issues such as gender pay disparities, there continues to be strong progressive momentum for women in the U.S. across society and culture. Meanwhile, men are grappling with how they fit in amid competing versions of masculinity in the media.
- YODO (You Only Die Once): YOLO—“You only live once”—meet YODO: “You only die once.” The way we look at life and longevity has evolved, and with advances in healthcare and technology, people live longer and find themselves with a “second life”—a chance to experience an additional twenty to forty years full of opportunities . . . and concerns. How are consumers living longer—and living well?
- Wellness 3.0: Society emerged from the pandemic ready to dive into wellness and to “optimize” life and themselves to move past trauma, pain, and isolation. The old wellness sold the promise of achieving or experiencing a better life if you followed certain steps or bought certain products. But Wellness 3.0 is not about a “one size fits all” model. Consumers are “right-sizing” wellness that works.
With that in mind, let’s look at how key concepts may resonate with consumers in spring 2025:
1.Romance & Relationships
Friend Dating: People tired of online dating are looking to dating apps to make friend connections (Canvas8).
Love & Money: In a study about finances and relationships, one third of respondents said financial compatibility is more important than physical or intellectual compatibility. Nearly half of GenZers who took the survey said financial compatibility is more important than both physical and spiritual compatibility.
What does this mean for authors? When it comes to nonfiction relationship or dating books, consider messaging beyond physical and intellectual chemistry to capture folks’ broader views of compatibility and practical needs.
2.Wellness
Hyperpersonalization That Works: Consumers are seeing improvement across six “stackable” habits: sleep, movement, nutrition & diet, mental wellness, financial wellness, and social wellness. Consumers are looking for personalized, stackable wellness programs.
Youth Mental & Emotional Wellbeing: COVID-19 added to pre-existing mental health challenges among young people, particularly in vulnerable and marginalized communities. As content creators, it’s important to examine the role we might play in youth mental and emotional wellbeing.
What does this mean for authors? Regardless of genre, consider how to position your titles to address needs for the self-compassion, restoration, maintenance, and inclusivity that consumers are seeking. For titles that are more prescriptive, are there ways to adapt the content to make it feel more customized? For young readers, remember that authentic mental health representation can make teens feel seen, help them to gain insight into the experiences of others, and destigmatize conversations around mental health.
3.Aging, Dying & Grief
The New Age of Aging: The aging population is reshaping healthcare and wellness, embracing digital solutions, and actively seeking new connections and experiences. This shift reflects a desire for purpose, inclusivity, and community among older adults.
Facing Death in Life: As the death positivity movement expands, society is discovering innovative ways to engage with mortality through educational initiatives, technological advancements, and community support, empowering individuals to make informed choices about end-of-life experiences.
What does this mean for authors? Consider how books and authors serve as thought leaders in reshaping cultural perspectives on life, death, and aging, particularly in light of evolving norms of thriving in older age. For all authors, it’s important to remember how books and reading play a part in a “life well lived.” As we navigate this shift in perspective, consider how the language around death may change.
If you have a current or backlist title that aligns with one or more of these genres or trends, contact your marketing team for suggestions about ways to reach and engage consumers with relevant content from your book.