In its 11th edition, VML’s ‘The Future 100’ report highlights the contrasting trends that may shape the year 2025. The study, based on a survey across 14 global markets, reveals a tug-of-war between digital innovation and analogue pursuits, fear and hope for the future, and simple living versus extravagant experiences.
“The Future 100” report, authored by Emma Chiu and Marie Stafford, global intelligence directors at VML, envisions a year of endless possibilities, redefining human potential, extending lifespans, and ushering in a new creative economy through technological advancements.
The report identifies 100 trends across various sectors, with some intriguing ones catching our attention:
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New Realities: The desire to escape to alternative realities using technology is on the rise, with 67% of Gen Z expressing interest in such escapism. Additionally, the popularity of horror movies is growing as people seek recreational fear as a coping mechanism.
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Otherhood: A shift is observed in how women and nonbinary individuals perceive motherhood, with many opting for “otherhood” by choosing to remain childfree or deviating from the traditional nuclear family structure. This signals changing priorities and a rejection of outdated societal expectations.
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Augmented Humans: Solitude is now seen as a deliberate form of leisure, with hospitality brands and travel providers offering experiences that cater to individuals seeking tranquility and space for introspection. On the flip side, social saunas and community-centric experiences like agrihoods are also gaining popularity.
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Shrinking Agencies: The trend of agency consolidation continues, with Leo Burnett and Publicis Worldwide merging into a single entity named Leo, following the footsteps of other industry giants. This consolidation wave is reshaping the advertising landscape, with the possibility of the “Big Six” agencies dwindling down to the “Big Three.”
- Election Ads Fail to Connect: As political parties gear up for elections in Delhi, outdoor campaigns and social media, particularly Instagram, are witnessing a surge in political advertisements. However, a survey by ad-tech platform iCubeWires revealed that the majority of respondents felt these ads had little to no influence on their opinions about political parties. The credibility and effectiveness of these ads were also questioned, with the BJP leading in terms of ad visibility.
With these trends in mind, it’s evident that 2025 will be a year of paradoxes and transformations across various facets of society and business.
