© AOQ 2026
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What cultural mood will define 2025 and how can Spotify identify it early enough to shape a global moment, then understand how that moment actually lands in people’s lives?
Wrapped has become a global ritual where identity, memory and taste are performed at scale. Its power depends on reading culture early and getting it right. After a difficult 2024, Spotify needed both: the foresight to shape a global moment, and a clear view of how it had actually landed.
We began upstream, treating 2025 as a mood already forming across fragmented cultural signals, mapping shifts across culture, technology and creative expression before moving into conversations with experts from the US, Europe, Asia and Latin America. We focused on the tensions: what people were resisting, what they were craving, and where the energy was gathering. As patterns repeated across markets, a singular theme began to take shape. Later, when Wrapped launched, we returned to the audience. Across six markets, participants recorded themselves opening it for the first time, capturing unfiltered reactions in the moment of encounter.
For the first phase, we delivered an explorable moodboard of references, content, memes and interviews distilling the cultural zeitgeist of the year ahead, accompanied by an interactive report and a global working session aligning Spotify's teams around a shared theme for 2025. When Wrapped launched, we put together a highlight reel of unfiltered reactions across six markets, an interactive digital report, and 32 first-time experiences from Gen Z users gave Spotify a clear picture of where it earned its moment and where it still has work to do.
Spotify
AOQ/023/034
Wrapped 2025
What cultural mood will define 2025 and how can Spotify identify it early enough to shape a global moment, then understand how that moment actually lands in people’s lives?
© Ask One Question 2026
Contact Us
What cultural mood will define 2025 and how can Spotify identify it early enough to shape a global moment, then understand how that moment actually lands in people’s lives?
Wrapped has become a global ritual where identity, memory and taste are performed at scale. Its power depends on reading culture early and getting it right. After a difficult 2024, Spotify needed both: the foresight to shape a global moment, and a clear view of how it had actually landed.
We began upstream, treating 2025 as a mood already forming across fragmented cultural signals, mapping shifts across culture, technology and creative expression before moving into conversations with experts from the US, Europe, Asia and Latin America. We focused on the tensions: what people were resisting, what they were craving, and where the energy was gathering. As patterns repeated across markets, a singular theme began to take shape. Later, when Wrapped launched, we returned to the audience. Across six markets, participants recorded themselves opening it for the first time, capturing unfiltered reactions in the moment of encounter.
For the first phase, we delivered an explorable moodboard of references, content, memes and interviews distilling the cultural zeitgeist of the year ahead, accompanied by an interactive report and a global working session aligning Spotify's teams around a shared theme for 2025. When Wrapped launched, we put together a highlight reel of unfiltered reactions across six markets, an interactive digital report, and 32 first-time experiences from Gen Z users gave Spotify a clear picture of where it earned its moment and where it still has work to do.
Spotify
AOQ/023/034
Wrapped 2025
What cultural mood will define 2025 and how can Spotify identify it early enough to shape a global moment, then understand how that moment actually lands in people’s lives?
© Ask One Question 2026
Contact Us
What cultural mood will define 2025 and how can Spotify identify it early enough to shape a global moment, then understand how that moment actually lands in people’s lives?
Wrapped has become a global ritual where identity, memory and taste are performed at scale. Its power depends on reading culture early and getting it right. After a difficult 2024, Spotify needed both: the foresight to shape a global moment, and a clear view of how it had actually landed.
HOLD (A) TO FLIP
THE PHONE
We began upstream, treating 2025 as a mood already forming across fragmented cultural signals, mapping shifts across culture, technology and creative expression before moving into conversations with experts from the US, Europe, Asia and Latin America. We focused on the tensions: what people were resisting, what they were craving, and where the energy was gathering. As patterns repeated across markets, a singular theme began to take shape. Later, when Wrapped launched, we returned to the audience. Across six markets, participants recorded themselves opening it for the first time, capturing unfiltered reactions in the moment of encounter.
For the first phase, we delivered an explorable moodboard of references, content, memes and interviews distilling the cultural zeitgeist of the year ahead, accompanied by an interactive report and a global working session aligning Spotify's teams around a shared theme for 2025. When Wrapped launched, we put together a highlight reel of unfiltered reactions across six markets, an interactive digital report, and 32 first-time experiences from Gen Z users gave Spotify a clear picture of where it earned its moment and where it still has work to do.
HOLD (A) TO FLIP
THE PHONE
Spotify
AOQ/023/034
Wrapped 2025