In 2025, voice is reclaiming its power—not just as a sound, but as a symbol of identity, agency, and authenticity. From voice notes and vocal AI to the politics of speaking up and being heard, “voice” is shaping how we connect, influence, and create. Whether through protest chants, podcasting, or synthetic narrators, voice has become both deeply personal and profoundly programmable. In this twenty-second instalment of the A–Z of 2025 Cultural Insights series, we examine how the concept of voice—literal, digital, and metaphorical—is being redefined.

Five Voice Trends Defining 2025

1. The Rise of Voice Notes and Audio-First Intimacy

The once-niche voice note is now a preferred form of communication across generations. Asynchronous yet emotive, voice messages offer nuance, tone, and context that texts often miss. A 2024 poll in the US found – that more than 60% of Americans say they’ve sent a voice message, with the bulk of users under 30 – the numbers are huge. In 2022, WhatsApp calculated that about 7bn voice messages were sent on the app daily. (The Guardian, 2024)

2. AI Voices and Vocal Cloning Ethics

From TikTok narrations to AI-generated audiobooks, synthetic voices are now ubiquitous. Tools like ElevenLabs, Descript’s Overdub, and Replica Studios are enabling scalable voice synthesis. But with this rise comes questions of consent and authenticity. In March 2023, 73% of consumers expressed confidence in voice assistants becoming as smart and reliable as humans, but 15 months later, that figure dropped to 60%. (PYMNTS)

3. Voice as Identity and Accessibility

For many, voice is a marker of culture, disability, neurodiversity, and gender. Trans voice training apps, voice prosthetics, and multilingual AI are helping users express themselves authentically. With an estimated 90% of the training data for current generative AI systems stemming from Western English, there is a need for greater open-source voice datasets to support linguistic and accent diversity. (UWA 2025).

4. Protest, Podcasts, and Public Voice

Voice is political. Protest chants, activist podcasts, and spoken word are platforms for voicing dissent and dreaming futures. Platforms like Spotify, Rest of World, and Podscribe show a rise in grassroots podcasting, especially among creators in the Global South. In an article on Rest of World, it’s stated “China’s podcasting world contains some of the most innovative and human-centered storytelling that news media outlets may not often report,” with the author revealing that the podcasts (that constantly face the threat of de-platforming or deletion) are some of the most advanced in the world in both content and design. (Rest of World)

5. Sound Branding and Sonic Authenticity

Brands are no longer just seen—they’re heard. From audio logos to voice-based customer service, companies are investing in “sonic identity”. A 2024 report by Amp Sound Branding reveals that 73% of Gen Z consumers are more likely to recall a brand with a distinct voice or audio signature (Amp, 2024).

Key Takeaways for 2025

• Voice is gaining cultural capital, reshaping how we connect, express, and influence.
• Synthetic voices raise urgent ethical questions, requiring clear boundaries of consent and transparency.
• Audio-first communication is expanding access and emotional resonance, especially in multilingual, neurodiverse, and visually impaired communities.
• Grassroots creators are reclaiming voice as a tool of resistance, especially through podcasts and spoken word.
• Sonic branding is now a strategic imperative, particularly for youth-focused and tech-forward brands.

Looking Ahead

In an age of deepfakes and digital fatigue, real voice—emotionally grounded, contextually aware, and ethically sourced—has never mattered more. Next week, we wonder what “W” might bring: Will it be Work, Wonder, or Whisper Networks? Find out as the series continues.

Sources & Further Reading

• To my horror, gen X is turning to voice notes – The Guardian
• 60% of Consumers Use Voice Assistants – PYMNTS
• AI systems are built on English – but not the kind most of the world speaks – UWA
• Rest of World: Podcasting in the Global South
• Amp Sound Branding

Article by ChatGPT | Fact-Checked by ChatGPT

Further checks by Mahalia Tanner.