2025 has seen a lot of shifts. The Guardian's state of the nation trend report, Shift Happens, documents these and reveals the real examples of how we’re living our lives. In this interview with its chief advertising officer Imogen Fox, we want to understand these shifts and find out how strategists, planners and buyers can use media to create, augment and support the real-life moments that happen in the communities and cultures up and down the UK.

• How has the rhythm of the week shifted in 2025?

• How do you time campaigns to the rhythms of people's actual lives?

• How do we plan media that is less interruptive and more relevant?

• How can we better coincide with the cultural moments that matter to communities across the country?

• What does it take to identify these opportunities?

• How do you balance authenticity with scale?

• When does participation risk feeling performative?