TBWA\HAKUHODO, the Disruption®-driven creative agency, has released the Japanese-language edition of EDGES 2025 — the annual cultural foresight report produced by Backslash, the cultural intelligence unit serving the agencies of Omnicom Advertising Group (OAG).

 

EDGES explores long-term cultural shifts — called Edges — that reflect deep-rooted human values and have the potential to shape future business and brand relevance. Unlike short-lived trends or buzzwords, Edges are grounded in observable behaviors and cultural movements seen across global markets.

 

The 2025 edition introduces 39 Edges, offering a clear lens into cultural movements that are no longer abstract — but already shaping industries and behaviors worldwide. The report highlights how culture is entering a phase where bold ideas must not only inspire but also prove their relevance through tangible applications and long-term resonance.

 

Backed by global examples and local insights, EDGES 2025 offers a practical lens for building strategies, narratives, and innovations that resonate over time. For marketers, strategists, and creative leaders, the report is designed to guide decision-making across:

 

・Business strategy – Identify cultural currents shaping your category
・Brand visioning – Define your brand’s role in a rapidly changing world
・Marketing & communications – Build relevant, resonant campaigns
・Innovation – Design products and services grounded in human insight

 

At its core, Edges help bridge what matters to people — and what’s possible for brands.

 

◾ What Is an Edge?
Edges are not fleeting trends, style shifts, or buzzwords.
They are deep cultural movements with the scale, longevity, and global resonance to help brands secure a greater share of the future.
Each Edge is defined by three core criteria:

 

1. Human grounding — rooted in values and observed behavior
2. Endurance — relevant for over a year and growing in cultural importance
3. Global emergence — surfacing in a majority of regions across the TBWA network

 

Backslash is powered by over 300 Culture Spotters across 70 offices in 45 countries. These Spotters track cultural shifts in real time, contributing to a proprietary methodology that blends journalism, strategy, and data. These are not guesses about the future — they are real movements already taking shape and gaining momentum globally.

 

◾️ EDGES 2025 Japanese Edition Editorial Team
Zenon Sadler, Yuichiro Horie, Keita Kawakatsu, Shumpei Suzuki, Hiroki Okuda, Ryo Togawa, Eri Maruyama, Akihito Igarashi, Reimi Connolly, Shion Inoue, Anastasiia Ivanchenko, Masakazu Tagai

 

◾️ Download & Learn More
Download the Japanese edition of EDGES 2025
https://www.tbwahakuhodo.co.jp/uploads/2025/05/Backslash-2025-Edges-JP.pdf

 

Read the summary of the global English edition
https://backslash.com/reports/

 

Request access to the full English edition
https://backslash.com/edges