From Pink to Purpose: What Will Summer 2025 Bring? The Power of PR in Predicting What’s Next

From Barbie to the Eras Tour and Strawberry Glazed Nails, Summer 2023 will be remembered as “Girl Summer.” But a more accurate description might be: The Summer of PR. That season wasn’t just about spontaneous viral moments—it was about strategic storytelling. In an era where social media directs cultural momentum and consumer behavior, what looks like an organic trend is often a carefully choreographed public relations play.

Looking back, the most successful cultural moments of 2023 were not just trends—they were campaigns.

PR’s Era of Girlhood

Across platforms—from entertainment to food to fashion—2023 saw PR campaigns centering women and girlhood in a way the mainstream hadn’t prioritized in decades. Traditionally male-dominated arenas like blockbuster movies, stadium concerts, and even food branding made room for female-centered narratives. And the market responded with enthusiasm.

This wasn’t just about celebrating femininity—it was a correction. After years of overlooking women as a cultural and consumer force, 2023's PR power plays reminded industries that representation sells.

The Bite-Sized Power of Hailey Bieber

One of the most consistent trendsetters that summer was Hailey Rhode Bieber, who perfected the art of micro-trend branding through her beauty line, Rhode. From Glazed Donut Nails to Strawberry Girl Aesthetics, Bieber’s food-inspired trend-naming strategy gave fleeting looks a memorable, marketable identity.

The genius? It wasn’t just about naming the trends—it was about owning them. By linking these viral beauty looks with accessible, physical products—like the Krispy Kreme x Rhode collaboration—Bieber brought abstract digital aesthetics into people’s hands (and mouths). The result was a cross-industry, experiential marketing moment.

Barbie’s Pink Rebrand

Barbie’s return to the big screen in 2023 wasn’t just a nostalgic reboot—it was a public relations masterclass in cultural reinvention. The campaign didn’t just lean into the color pink—it redefined it. No longer just a symbol of traditional femininity, pink was positioned as a visual stand-in for empowerment, inclusivity, and unity.

With help from Mattel and a savvy PR team, the Barbie movie told a broader story: that identity and expression are multi-faceted and colorful. Pink became a statement of solidarity, not just style. The campaign moved beyond product placement and embraced cultural placement—placing ideas and ideals into the public consciousness through every piece of earned media and branded content.

So, What Will Summer 2025 Bring?

Summer 2023 showed us that PR isn't just about promoting products—it’s about shaping culture. Summer 2024 tried to follow suit with campaigns focused on emotion, nostalgia, and wellness, but many lacked the staying power or freshness of their 2023 predecessors. While the aesthetics of “quiet luxury,” “mob wife energy,” and “coastal cowgirl” gained momentary traction, few had the narrative strength of Barbie’s pink revolution or Rhode’s experiential rollouts.

As we approach Summer 2025, trend forecasters are already seeing signals that purpose-driven storytelling will take center stage. Consumers are seeking depth, not just vibe—they want to know the “why” behind the trends. The most successful campaigns this summer may not be the loudest, flashiest, or most nostalgic—but the most meaningful.

PR pros take note: Summer 2025 might be the season where authenticity, impact, and inclusivity become not just buzzwords—but business strategies.