In 2025, mythology isn’t just ancient folklore—it’s a powerful storytelling engine woven into everything from branding and gaming to politics and mental health. Across cultures and platforms, we are witnessing a resurgence of mythic thinking, where symbols, archetypes, and origin stories are being repurposed to create meaning in a fragmented world. Mythology is being reimagined not as escapism but as a framework for identity, belonging, and transformation. In this thirteenth instalment of the A–Z of 2025 Cultural Insights series, we explore how mythology is shaping the narratives of today—and tomorrow.

Five Key Mythology Trends Defining 2025

1. Mythic Storytelling is Powering Brand and Culture Strategy

Global brands are increasingly using mythological structures and archetypes—like the Hero’s Journey or the Sage—to craft emotionally resonant content. Storytelling is fundamental to successful brand communications, with research suggesting storytelling in marketing can increase conversions by 30%. From Nike’s modern-day heroism to Apple’s “creator myth,” businesses are turning to mythic resonance to build loyalty and identity.

2. Digital Mythologies Are Emerging in Gaming and the Metaverse

Games like Elden Ring, God of War, and immersive worlds in Fortnite Creative or Roblox have spawned user-generated mythologies—worlds where players co-create narratives, deities, and lore. The Future of Storytelling consortium notes that 70% of Gen Z gamers feel more emotionally invested in games with strong mythic or symbolic systems (FoST, 2024). Mythology here becomes a co-authored, living narrative.

3. Cultural Mythmaking is Driving Memes and Micro-Communities

Internet culture continues to birth its own modern myths—from conspiracy theories and fandom lore to “main character energy” and viral origin stories. As platforms like Reddit, TikTok, and Discord amplify narrative structures, users craft digital pantheons of icons, antiheroes, and rituals. This research article argues that internet memes are partial stories that reflect, capture, and contribute to wider storylines.

4. Mental Health Movements Are Embracing Archetypal Healing

Therapeutic practices rooted in Jungian archetypes, narrative therapy, and mythopoetics are gaining popularity. Podcasts like This Jungian Life, and workshops on shadow work and inner child healing, are helping individuals reframe trauma through symbolic transformation. According to the American Counselling Association, archetype-based therapy can increase patient insight and emotional resilience by fostering narrative coherence (ACA, 2023).

5. Indigenous and Ancestral Mythologies Are Being Reclaimed and Revived

From M?ori p?r?kau to Yoruba cosmologies, Indigenous communities are reclaiming mythologies as living systems of law, ecology, and identity. These frameworks are not relics—they’re tools of resilience, resistance, and renewal. UNESCO reports that Indigenous cultural revitalisation projects have doubled since 2020, driven by youth engagement, storytelling tech, and language revival platforms (UNESCO, 2024).

Key Takeaways for 2025

• Mythology is a modern storytelling tool, used by brands, leaders, and creatives to forge deep emotional bonds.
• Gaming and digital culture are birthing new mythic systems, driven by participation and world-building.
• Online communities are myth-making machines, using symbols and lore to create belonging.
• Therapeutic and personal growth spaces are using archetypes for healing and self-understanding.
• Indigenous mythologies are experiencing a global revival, led by digital natives and cultural custodians.

Looking Ahead

As myth continues to shape how we interpret reality, we may see a resurgence in ritual, symbolism, and collective narrative-making. Next week, we explore “N is for…” but will it be Nostalgia, Neurodiversity, or the New Nomadism? As always, we’ll follow the stories we tell to make sense of change.

Sources & Further Reading

• Using archetypes to tell your brand story
• Future of Storytelling Consortium
• Internet Memes as Partial Stories: Identifying Political Narratives in Coronavirus Memes
• American Counseling Association on Archetypal Therapy
• UNESCO on Indigenous Revitalization

Article by ChatGPT | Fact-Checked by ChatGPT