SXSW 2025: A Shift from Platforms to People
Every year, South by Southwest (SXSW) feels like a glimpse into the future—a place where new technology, bold ideas, and ambitious visions collide. But this year, the conversation felt different. Instead of just celebrating the next big innovation, there was a real sense of reflection, even a bit of pushback. People weren’t just asking, “What’s next?” They were asking, “How do we make all this change actually work for us?”
At Syneos Health Communications, we see this as part of a familiar cycle. Every time a major disruption shakes things up—whether it was the explosion of social media, the rise (and fall) of NFTs, or now the rapid acceleration of AI—there’s always a moment when people pause to regain their footing. This year, that pause felt more urgent. People are craving stability, connection and meaning more than ever.
Here are the key takeaways from SXSW 2025 that reflect this evolving landscape.
1. The Future Doesn’t Just Happen—It’s Designed
One of the most dominant themes this year was strategic foresight—the idea that the future isn’t something we just predict, but something we actively shape. Rather than reacting to change, companies are leveraging data, behavioral science, and AI-driven predictive modeling to anticipate challenges and design more resilient strategies.
The shift is subtle but powerful. It’s no longer about reacting to trends—it’s about anticipating them and designing experiences, products, and services that align with where people are headed. The best brands aren’t waiting for change; they’re creating it.
2. AI: From Hype to Practicality
While AI remained a hot topic, the conversation has matured. The days of breathless excitement over AI’s potential are fading, replaced by more thoughtful discussions about how to use it responsibly.
It’s not about AI replacing people—it’s about AI making people better at what they can uniquely do as humans. But the ethical concerns are real. Bias in AI, misinformation and job displacement were hot topics, and it’s clear that companies that don’t prioritize responsible AI development will struggle to earn trust.
3. The Loneliness Epidemic: A Public Health Crisis
In a world where digital connection is available at the click of a button, many people feel more disconnected than ever. The loneliness epidemic, as panelist Kelsey Killam stated in the SXSW opening session, is a health crisis—one that will rise in discussions just as mental health did a decade ago. Many discussions highlighted how brands must think beyond transactions and create experiences that foster genuine human connections.
For healthcare companies, this presents a challenge and an opportunity. Patients aren’t just looking for treatments—they’re seeking community, support and validation. Companies that humanize digital experiences, prioritize social health and integrate community-building into their marketing will resonate more deeply with audiences.
4. Search is Dead—Community is the New Google
If you’re still optimizing everything for Google search, it might be time to rethink your strategy. More and more, people are bypassing traditional search engines in favor of trusted communities.
When looking for recommendations, people aren’t just typing questions into Google anymore—they’re turning to Reddit, TikTok, Discord, and private groups where real people share real experiences. The takeaway? If brands want to stay relevant, they need to show up where these conversations are happening, not just hope to rank on page one of Google.
5. Radical Authenticity: The End of Corporate-Speak
Consumers are drowning in noise, and they’ve become incredibly good at spotting inauthenticity. The era of polished, soulless brand messaging is dead. Enter radical honesty. The brands that win will be the ones that don’t just tell the truth but embrace their flaws, own their contradictions and invite their audiences into the messy, unscripted reality of their business. Whether it’s Duolingo killing off its beloved mascot or Rivian openly tackling the challenges of the EV transition, the future belongs to brands that act human.
For healthcare, this means moving beyond polished corporate messaging and leaning into real stories—stories that reflect the challenges, resilience and humanity of the patients and providers we serve.
6. Women’s Health Takes Center Stage
Conversations about menopause, femtech and reproductive health gained traction this year, but many attendees felt it still wasn’t enough. Women’s health is a massive market, yet it remains underfunded, under-researched and underrepresented.
The brands that step up and prioritize these needs—whether through product innovation, advocacy or simply listening to women as decision-makers—will be ahead of the curve. The demand is there. The conversation is growing. Now, it’s up to companies to actually follow through.
7. Beyond Engagement: Letting Audiences Shape the Story
Traditional marketing has often been about telling a story from start to finish. But at SXSW, a different perspective emerged—one that gives audiences the power to co-create and shape narratives. Whether through interactive storytelling, immersive experiences or participatory content, brands are learning that the best engagement comes from letting consumers be a part of the journey.
For healthcare brands, this means rethinking patient engagement strategies. Instead of simply delivering information, how can we empower patients to take an active role in their own health narratives?
8. Attention is Cheap. Intention is Priceless.
Anyone can get attention. The real challenge is mattering.
The brands making waves aren’t just flooding social feeds with content—they’re creating moments that resonate. L’Oréal doesn’t just run ads at the Oscars; they create stunts that become cultural moments. Liquid Death doesn’t rely on traditional marketing; they insert themselves into pop culture with humor and irreverence.
The takeaway? It’s not about how many people see you—it’s about how deeply they connect with you. Brands that prioritize intention over interruption will build loyalty that lasts.
Looking Ahead
If SXSW 2025 had a defining message, it was this: The future isn’t something that happens to us—it’s something we shape together. As we move forward, brands that prioritize people over platforms, community over algorithms and authenticity over polish will be the ones that thrive.
At Syneos Health Communications, we believe that the healthcare industry is at a pivotal moment. By embracing predictive insights, AI-driven storytelling and a renewed focus on human connection, we can help shape a future where healthcare brands don’t just communicate—they truly connect.