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Before It's Old News

In the last decade, online shopping hasn’t changed much. We’re still making purchase decisions based on static images, product descriptions, and (let’s be honest) size charts that feel more like guesswork than guidance. TikTok Shop has already proven it can fix that friction in markets across the world. Now, with its launch in the Netherlands, Dutch brands are about to find out what that means for them.

This week, we’re celebrating 5 years of For You Agency. But more than that, we’re celebrating ForYouTopia: our vision of an ideal marketing landscape. A world where brands, agencies, creators, and communities no longer operate in separate lanes, but work together as one connected cultural engine. And the good news? That world is already starting to take shape.

For a long time, PR was largely built on relationships with journalists and editors. It was all about making sure your press release would actually be published, and your product or service would be seen by relying on third-party media outlets. But PR has changed.

Missed our 2026 edition on social, feeds, fandom and commerce? Then this is your sign. Secure your ticket now. Based on previous editions, we expect it to sell out.

Viral trends are a funny thing in the world of social media. One day we’re all embracing our bold, confident and unapologetic attitude during brat summer, the next day we’re calm, modest and mindful, and working on our elegant side during demure fall. These trends were easy to hop on for everyone in 2024, and the counter-movement from brat summer to demure fall was not hard to predict. But it’s not always that straightforward. Let’s take a look back at 2025.

For years, marketing rewarded scale. The bigger the reach, the bigger the impact, or so we thought. But as feeds became crowded and content became constant, audiences changed their behaviour. People didn’t stop caring; they simply became more selective about what they let in. What landed before now gets filtered out. What used to feel exciting now feels excessive.