Mocha Mousse is the social media mood of 2025
Recently, Pantone announced the Color of the Year 2025: Mocha Mousse. “The Pantone Color of the Year program engages the design community and color enthusiasts in a conversation about color to draw attention to the relationship between color and culture. Every year, Pantone selects a color that captures the spirit of the times,” explains the color authority.
But, why is it important to mention the 2025 color and what does it have to do with social media?
First of all, the color reflects the mood of our society: it expresses a state of mind and a global attitude, embodying a collective desire in a single shade. Mocha Mousse, chosen as the Color of the Year 2025, is not just an aesthetic choice but a representation of the global mood we are experiencing. This tone reflects the search for connection, comfort, and simplicity in an increasingly digitalized society.
Let’s explore how the essence of Pantone’s 2025 choice is aligned with emerging trends in social media and digital marketing, particularly in the B2B ambit. For this, we will reference insights from the “Social Media Trends 2025” report by Hootsuite and the Forbes article, “17 Emerging B2B Marketing Trends To Watch For In 2025”.
Trend 1: Content Experimentation
According to Hootsuite’s Social Media Trends 2025 report, Creative Disruption will be a key trend. Brands are moving away from traditional brand consistency to explore new forms of communication, looking to capture attention through creativity and authenticity.
As highlighted in Forbes, one of the ways to achieve this is by creating short and personalised videos, which represent a powerful tool to capture attention and build emotional connections. Customer testimonials, practical tutorials and authentic messages in video will become essential on the editorial plans. This format allows emotions to be conveyed instantly.
Another trend emphasised by Hootsuite is Proactive Interaction. Brands, even starting from this year (and I can confirm this from personal experience), are using comments and feedback from their followers as a strategy to attract new audiences. This approach aligns with the spirit of Mocha Mousse: connecting with people authentically and emotionally.
Trend 2: Social Listening
Another emerging trend is Social Listening, a concept tied to microvirality. This practice underscores the importance of identifying real-time trends and generating content that is relevant, customised, immediate and aligned with the target audience, creating empathy. This approach reflects a collective desire for authentic connection and emotional comfort with brands that support the needs of their communities.
In an oversaturated content landscape, Forbes points out that B2B brands are moving away from data focused marketing to a more human and personalized approach, similar to what we see in B2C. Hootsuite’s report highlights that the key now is to connect stay truly relevant, building real connections that go deeper than the surface.
In this context, the Color of the Year 2025, Mocha Mousse, symbolizes this pursuit of simplicity and warmth, a reflection of our necessity to reconnect and resonate in a more human way.
Trend 3: Integration of AI
In Hootsuite’s 2025 social trends report, Artificial Intelligence (AI) emerges as a crucial factor in the evolution of digital marketing. Two main trends linked to AI are highlighted:
- AI-Generated Content: Generative AI is no longer in its experimental phase but has officially entered the workforce. This means that brands are using AI to create content, optimise processes and personalise experiences.
- AI-Driven Strategy: AI is becoming a strategic ally for marketing agencies, supporting data analysis and enabling the creation of highly targeted and relevant experiences.
However, while AI can generate content and assist with data analysis, maintaining a human and authentic touch remains essential. Audiences, primarily composed of Millennials and Gen Z, value genuineness and welfare. To truly connect with them, content needs to feel personal, relatable and real.
Conclusions
Even though we live in a fast moving digital era, 2025 reflects a return to what is essential: the human, the authentic and the emotional. The trends suggest focusing on building more genuine connections with audiences, moving beyond impersonal approaches to creating content that inspires, resonates and empathizes.
Mocha Mousse is not just a color, it is a reflection of the collective state of mind. It represents our search for balance in a digitalized world, reminding us that creativity, technology and strategies must serve humanity. This is the message behind the trends highlighted in the Hootsuite and Forbes report, such as Content Experimentation, Social Listening and AI Integration, which together outline a path toward warmer, genuine and well communicated.
The true message goes beyond the color: it is an invitation to return to the essentials, prioritize emotions, and build relationships that transcend screens.
