If 2024 taught us anything, it's that grief does not derail the work of transformation — it centers it. This year, collective grief emerged not only in the tragedies that called for mourning but in the ways we clung to nostalgia, wrestled with authenticity and our longing for connection through stories. As we prepare to release our 2025 Narrative Predictions Report, we reflect on the stories that defined 2024, weaving a narrative about who we are and who we might become.
The murder of the UnitedHealthcare CEO placed unprocessed grief and righteous anger squarely in public view. It revealed the contradictions in a healthcare system that claims to provide care but instead delivers indifference—forcing people to navigate crises without real support. Outrage surged immediately, but like so many moments of collective trauma, it risked fading into nihilism and disconnection. The Atlantic described the shooting as emblematic of polarized apathy, revealing a collective inability to sustain the energy needed for systemic change.
Yet something powerful emerged. Meme culture acted as both a release valve and a rallying cry, showing how solidarity and apathy can coexist in the same space. As Malkia Devich-Cyril writes in Grief Belongs in Social Movements, "Grief is not just the work we must do; it's the ground we must build from." This moment and the conversations it sparked remind us that when named and channeled, grief can move people together and transform fleeting outrage into collective action.
Reflecting on grief and resistance also recalls themes from our Signals in the Noise: Election Edition series, mainly our November 19th blog, where we examined how media narratives magnify moments of crisis. These reflections underscore how strategically channeled grief can shape collective action rather than sow division.
We've explored nostalgia and its connection to resilience in "Vertigo Variations," our Narrative Predictions for 2024; we anticipated how cultural memory would become a critical tool for navigating societal upheaval, and we were right. Nostalgia, as we've seen, not only comforts but also empowers communities to reclaim agency. Charlie XCX's unexpected comeback album, BRAT, redefined a generation's connection to identity and memory. The cinematic debut of Wicked reimagined a beloved story for a new audience, proving that the past can serve as both an anchor and a starting point to hold space for reinvention. These moments did more than revisit old favorites—they created stability through stories and messages that remind us of who we are.
Drake's ongoing "Drake vs. Everyone" saga plays up on a different type of nostalgia — rap beef. The drama underscored a growing skepticism toward celebrity culture and revealed how fragmented fame mirrors societal tensions surrounding identity, power and authenticity. More importantly, it showcased how decentralized narratives emerging from online discourse can redefine the relevance of public figures and the broader social imagination. This shift matters because it forces us to confront who holds cultural power and how collective attention is mobilized (or not).
While nostalgia grounded us, technology disrupted us. AI-generated music, immersive video games and AI-written scripts blurred the boundaries of authorship and authenticity, sparking debates over creativity's future.
At the same time, Caitlin Breedlove's memoir, All In: Cancer, Near Death, New Life, offered a poignant counterpoint, reminding us that authenticity is deeply personal, rooted in lived experiences and relationships. Her reflections resonate as a call to center humanity in our stories as algorithms increasingly challenge the equity of narrative creation. These themes echoed insights from our Signals in the Noise: Election Edition series, which explored power dynamics around storytelling and platform control. Breedlove's words, "What survived was my love, not just for life but for all that brought me here," offer a reminder to safeguard connection as we shape stories in this new era.
In 2024, the media ecosystem revealed its power to shape public consciousness, from Trump’s headline-grabbing interview with Joe Rogan to the growing amplification of fear-based narratives under the guise of “free speech.” These moments highlight how dominant forces manipulate narrative terrain to manufacture fear, belonging, and control—reminding us that narratives are never neutral.
For a counterpoint, ReFrame’s Executive Director hermelinda cortés breaks it down on Convergence Magazine’s Block & Build podcast. “Trump didn’t just win on the doors—he won on the fanfare of an air war,” Hermelinda explains, urging movements to build long-term narrative infrastructure that responds to chaos with clarity. She challenges us to go beyond storytelling and instead reshape the ideological terrain where beliefs take hold. 🎧 Listen to the full interview here.
In our 2023 Narrative Predictions, we anticipated that identity would remain a critical battleground in 2024's societal narratives. This foresight is evident in the recent political landscape, where transgender rights have become central to cultural and legislative debates. The 2024 elections highlighted both progress and backlash, with trans existence framed as either a political wedge or a site of liberation, naming storytelling's role in advancing and resisting anti-trans narratives. Jen Soriano's Nervous: Essays on Heritage and Healing underscores how stories rooted in trauma can become tools for healing and resistance because "Healing is not linear; it is circular and collective." highlighting the transformative power of shared narratives. Our accurate forecast underscores the importance of understanding identity's role in societal discourse and prepares us to navigate the ongoing intersection of identity and resistance in cultural and political arenas.
2024 felt overwhelming because it was. Still, it also offered possibilities, reminding us that nothing is permanent. Narratives evolve, collide and shape our world, and there's always an opportunity to widen or change the conversation. Grief, nostalgia, authenticity and resistance defined 2024 and will continue well into 2025. The work ahead is not just about telling more exciting, complex and compelling stories—it's about influencing the ones that shape us at scale. As we release our 2025 Narrative Predictions, we invite you to reflect on the stories that carried us here and imagine the ones we can create together.
Stay tuned for the full report, and let's craft a narrative future grounded in justice, resilience, and collective power-building.