2025 gave Americans plenty to talk about. Headlines moved fast, reactions followed even faster.
Every day of the year, we checked in with thousands of people across the US as news broke, using our mobile app. That let us reach Americans quickly and capture reactions in minutes.
We’ve looked back across hundreds of Pulses to build this 2025 Pulsing Review, pulling together the moments from each month that best reflected the national mood. From kiss-cam chaos and egg shortages, to orange everywhere and the very public Trump–Musk fallout, these are the stories that sparked the biggest reactions.
Here’s how 2025 played out, month by month.
January
January set the pace for 2025. Some serious moments, some strange ones, and no shortage of opinions.
News of the H5N1 bird flu brought back pandemic memories. 7 in 10 Americans said the US isn’t ready for another outbreak, but most (84%) said they’d adapt if it came to that.
Then came snow in New Orleans, something that hadn’t happened in over a decade. For many, it felt like another reminder that climate change is making weather more unpredictable. That concern grew when the US pulled out of the Paris climate agreement, a move many felt sent the wrong message. Only 24% agree, while 49% disagree and believe that the country should lead by example.
Trust in big tech also took a hit. After Meta changed its speech rules, nearly 3 in 4 people said they don’t trust the company to make fair decisions.
And then came the fun stuff. Costco’s return to Coke reignited the food court debate, with more Americans choosing Coca-Cola over Pepsi as the better hot dog pairing. A Darth Vader lookalike sea bug added to the fun, with 54% backing it for a Star Wars cameo.
February
February felt like a movie plot nobody saw coming.
Trump’s tariff shake-up had consumers bracing, with 64% worried that higher prices were on the way. Meanwhile, egg shortages tested priorities, but most weren’t cracking, with 56% saying they could live without them. Workplace drama added another twist when Elon Musk demanded federal workers justify their roles, a move many felt crossed the line.
Culture offered a standout moment of its own. Kendrick Lamar made Super Bowl history with a halftime show that stole the spotlight, with “They Not Like Us” as the defining moment!
And just when it felt like things couldn’t get more cinematic, headlines delivered again: a sneaker heist straight out of an action film, followed by Katy Perry gearing up for space, a move that left 61% convinced cosmic adventures are still firmly a rich-person fantasy.
March
March proved that everything is up for debate (even carrot cake).
What was meant to be a straightforward meeting between President Zelenskyy and the Trump administration quickly unraveled. A planned minerals deal turned into a public lecture; Americans summed it up in one word…a disaster.
The White Lotus checked back in for Season 3, and the reaction was mixed. While fans tuned in, 56% said it wasn’t their favourite season. Then came the big Beatles news: four separate biopics, one for each band member. Among all the casting buzz, Paul Mescal as Paul McCartney quickly became the role people were most excited to see.
Over in wellness news, fitness influencer Ashton Hall went viral for his morning routine, complete with ice baths, mouth taping, and even banana peel facials. While it grabbed attention, 41% said it felt way over the top.
Food debates also had a moment. Costco’s new carrot bar cake sparked outrage over one controversial ingredient, raisins. 36% said their ideal carrot cake is just carrot and frosting. And finally, there was a discussion around school lunch. With a push to bring back whole and 2% milk, more than half said they’re all for giving kids more options at the lunch table.
April
April came with big news.
Tariff talk ramped up again, and Americans weren’t feeling optimistic. 6 in 10 said they believe new tariffs would do more harm than good for the US economy. At the same time, proposed cuts to FEMA funding struck a nerve, which left 52% saying they’d be willing to pay higher taxes to keep emergency response services fully supported.
Science delivered a rare moment of wonder. Researchers claimed they’d helped people see a brand-new colour, dubbed olo, which is a super-saturated blue-green not found in nature. Curiosity won out, 85% saying they’d love to see it for themselves.
April also had no shortage of internet chaos. A wildly viral debate asked who would win in a fight: 100 unarmed men or one full-grown silverback gorilla. Most people weren’t betting on teamwork, nearly 6 in 10 said the gorilla would take the win.
In wellness news, Gwyneth Paltrow surprised fans by saying she’s eased up on her once-strict paleo diet and now happily eats pasta, sourdough, and cheese. This got people thinking, could they give up carbs like pasta too? 65% said they could if they had to.
May
May blended historic moments with signs of change, and a lot of moving on.
The month opened with history at the Vatican, as Robert Prevost became the first American Pope. Now known as Pope Leo XIV, the Chicago-born leader was welcomed warmly, with nearly 7 in 10 Americans saying they felt proud of the moment.
In tech, change felt less ceremonial. Duolingo’s shift to an “AI-first” approach sparked concern about job security, 34% were worried about what it could mean for employees. And after 22 years, Microsoft officially shut down Skype, a milestone that didn’t hit everyone emotionally, as most had already moved on to other platforms.
Entertainment was also in a moment of transition. With Hollywood production slowing and talk of tariffs on foreign-made films, 1 in 4 believe the future of movies may head online, with AI playing a bigger role.
Even shopping habits reflected the shift. Functional snacks continued to flood shelves, 75% said they’ve bought food or drinks promising added health benefits. Meanwhile, dupe culture remained part of how Americans shop, 32% saying they regularly search for more affordable alternatives to the things they want.
June
June was part fintech, part fashion shift, part power-player fallout…
Crypto crept closer to the housing market. While 62% said they’d be open to using it to buy a home, most are still hesitant 7 in 10 said it feels risky or they don’t fully understand how it works. More tech drama made headlines as Trump and Elon Musk’s once-friendly relationship publicly unraveled. With sharp words flying, 42% weren’t convinced the two would make up, though 25% still saw a chance.
Brands kept experimenting. Starbucks tested banana protein cold foam, leaning into the growing “proffee” trend. Just over half (51%) like the sound of it.
Fashion saw a major moment, too. Anna Wintour stepped down as editor-in-chief of Vogue after 36 years, fans said it truly felt like the end of an era. And in sports and entertainment, the Dallas Cowboys Cheerleaders finally got a major pay bump. After a 400% raise, 65% said it’s about time!
July
If July had a theme, it was “nature’s acting weird and so are we.”
It started with the planet speeding up. Earth spun a little faster than usual, making it the shortest day ever. You probably didn’t feel it, but 36% think it’s a sign something bigger is going on with nature.
Summer trends followed quickly, with peach taking over fashion and drinks. Of those who noticed, 68% said they were on board.
Online, questions around AI and authenticity bubbled up again. Reddit pushed to prove its users are real humans, but 85% remained unconvinced the platform can stay genuinely authentic.
Food debates had their moment too. New tariffs on Mexican tomatoes led 3 in 10 to joke they might as well grow their own, while the country somehow found time to argue over frozen dessert pronunciation, “sherbet” or “sherbert”, splitting opinion almost evenly.
The month ended with brands leaning into self-awareness. After going viral earlier this year because of an awkward concert kiss-cam moment, data company Astronomer leaned into the attention with a tongue-in-cheek video starring Gwyneth Paltrow as a “temporary spokesperson.” It worked, 84% said they like it when companies can laugh at themselves.
August
August went full fruit bowl.
Orange took over, from fashion to food. But when the FDA floated plans to lower sugar in orange juice, it didn’t land well, 82% said they don’t trust that it wouldn’t change the taste. Brands also leaned into the orange moment following Taylor Swift’s latest album drop, though when it came to collaborations, Reese’s x Oreos stood out as the clear favorite.
Taylor Swift and Travis Kelce made headlines again, this time with their engagement. The garden proposal struck a chord, with 86% saying it made them feel the love.
Then came the tech curveball. Apple teased a foldable iPhone, sparking curiosity, with 42% saying they want to learn more.
Over in Vegas, Justin Bieber impersonator “Bustin Jieber” convinced an entire nightclub he was the real thing, racking up a $10K bar tab. A third said he’s earned a tour of his own. And in Colorado, reports of “zombie rabbits” with horn-like growths unsettled locals. While experts say it’s a harmless virus, 56% were spooked.
September
September put trust in the spotlight.
A White House dinner with Big Tech leaders raised eyebrows, 57% of Americans said it made them uneasy about how close powerful companies are getting to government.
In retail, trust came up again when shoppers noticed missing price tags at Walmart and Target. The move didn’t land well, 77% said stripped tags make them second-guess the store. Some brands, however, scored points. Campbell’s plan to remove synthetic dyes by 2026 shifted perception, with 51% saying it made the products feel healthier and 43% saying it increased their trust in the brand.
Not everything was serious. Bubly leaned into nostalgia by bringing back its apple flavour with a Y2K-style Apple Bottoms collab, 53% said they were into it. GAP also brought the energy with its KATSEYE ad, where 40% said the dancing pulled them in.
October
October was packed with big ideas.
Food and policy crossed paths when Trump floated a plan to import beef, but it didn’t land well. Instead, 43% said they’d rather support US beef. Walmart also made headlines with a pledge to remove artificial additives by 2027, a move 90% said feels achievable, even if it won’t be easy.
Consumers also found a rare point of agreement. California’s crackdown on overly loud streaming ads was widely welcomed, with 85% saying they wish more states would follow suit. Not every proposal inspired confidence. Trump’s plan tied to IVF drug access left many unconvinced, with 7 in 10 doubting it would make a meaningful difference.
Another moment that felt straight out of a movie played out in real life. Thieves pulled off a bold daytime heist at the Louvre in Paris, leaving many Americans shocked by the museum’s security.
And in entertainment, the future got a little more complicated. AI actor Tilly Norwood entered the conversation, splitting opinion down the middle; some said they’d pay to watch AI actors, while others still aren’t sold.
November
November reflected how Americans are feeling about money, stability, and getting through the holidays.
Despite claims that inflation is easing, 71% said politicians don’t understand what everyday life really costs right now.
That frustration grew as attention turned to the government shutdown. With no deal in place, over 40 million Americans faced the risk of losing access to food assistance programs like SNAP if no deal was reached. The possibility left many feeling outraged, deeply concerned, and frustrated.
Uncertainty also shaped Thanksgiving travel plans. After recent airport chaos and ongoing shutdown worries, many planned to skip flying altogether, opting for buses, trains, or car rentals instead. Confidence in airlines was low, with little faith they’d have things running smoothly in time.
Even so, familiar brands offered a bit of comfort. Mr. Pibb’s return landed well with 78% responding positively, while Costco’s iconic hot dog combo held strong, 46% said they’d still buy it even at $2.50. Pop culture rounded things out, with interest in Gatorade’s Stranger Things collab (42%) and strong cravings for TikTok’s viral Basque nachos (78%).
December
December had its fair share of drama.
Starting with the “Gold Card” visa for the rich, a plan many Americans disagreed with. Travel rules tightened further, with some visa applicants potentially asked to share years of social media history and even upload selfies. Supporters called it a safety move, but most weren’t sold: just 33% thought it would help, while 52% said it felt unfair.
Meanwhile, Hollywood stayed busy. Netflix’s reported $72B bid for Warner Bros raised concerns, with 47% saying they thought the deal would be bad for consumers. Paramount then escalated things with a surprise $108B hostile takeover attempt, leaving 41% saying the situation was getting interesting.
Brands and culture still found ways to cut through. Burger King’s SpongeBob SquarePants collaboration caught attention, with 42% saying it made them more likely to visit. And as the year wound down, Spotify Wrapped buzz returned. Nearly 7 in 10 said they were looking forward to seeing their 2025 Wrapped, and 49% said music plays a meaningful role in how they remember their year.
___
When you look back, 2025 was less about one big headline and more about how people reacted along the way. Rising costs, familiar comforts, and ongoing debates around work, health, and technology all shaped how the year felt.
By asking thousands of people every single day what they thought as stories unfolded, this Pulsing Review captured more than just the news. It showed how America felt in real time.
