Zeitgeist Tracker: December 2025
A weekly snapshot of what's capturing attention — tracked through search data, social momentum, and what people are actually reading.
Spikes (past 7 days)
- "6-7 / 67" meme — Gen Alpha "brain-rot" phrases becoming mainstream enough for Google to add an Easter egg.
- TikTok "US future" story — Platform governance + national security + creator economy back in headlines with the JV structure.
- #90sChristmas nostalgia — Tinsel, Home Alone, comfort decor. Year-end uncertainty driving aesthetic regression to familiar rituals.
- Matcha boom — Ceremonial matcha searches up 210%. "Matchatini" variants spiking. Wellness-as-status meets coffee substitution.
- Epstein files — Document handling + political ripple. Institutional trust questions recurring.
Momentum (past 30 days)
Topics compounding rather than spiking:
- AI agents
- AI video generators
- Japanese head spa
- Non-toxic air fryer
- Carbon-plated running shoes
- Nicotine pouches
- Creatine gummies
- Immersive experiences
Most-read gravity
What big outlets say people actually click:
The Guardian
- Chris Rea dies at 74 — "Driving Home for Christmas" holiday relevance
- 100-tonne fatberg — Gross-infrastructure spectacle
- Businesses rolling back Pride support — Corporate posture shift
- Maxwell/Epstein files — Newly released documents
Reuters
- Chris Rea obituary
- Pope Leo urges welcoming Church
- Third Avatar film box office
Cultural undercurrent
The traditionalism wave continues — fascination with Amish/Mennonite communities as symbols of cohesion, durability, and offline competence. Less "we want Amish" and more "we want certainty + belonging" during social volatility.
Political signal
TPUSA AmericaFest as the MAGA coalition stress-test. Ben Shapiro vs Tucker Carlson, with Candace Owens in the blast radius. The dispute maps onto platforming / antisemitism / Israel / "America First" identity. JD Vance arguing against purity tests. A live audition for who inherits the coalition post-Trump.