To really feel grounded in a world grappling with polarisation, distortion, and uncertainty, persons are proactively creating imaginative and optimistic realities that make sense to them — and Gen Z is main the best way. The eleventh version of VML’s “The Future 100” report analyses tendencies primarily based on the outcomes of its annual survey throughout 14 markets globally and options 100 tendencies that may influence enterprise and tradition within the years forward. The examine discovered conflicting wishes of digital innovation versus analogy pursuits, concern for the long run versus hope for society, and less complicated residing versus out-of-this-world experiences.
Globally, folks cite the price of residing, violence and crime, and conflict and unrest as the highest three issues going through society at the moment, pointing to emphasize as a significant problem to human well-being. Final yr’s want for deceleration has advanced right into a extra proactive quest for self-knowledge, discovery, and new life-style decisions. Customers are cost-cutting in some areas and, past requirements, are prioritizing spending on well being and wellbeing to seek out some steadiness. In a world that appears uncontrolled, taking care of oneself can really feel tangible and manageable.
Practically 70% of respondents indicated that they’re “actively seeking to purchase or personal much less stuff”—a very resonant sentiment following the frenzy of the vacations—presenting manufacturers with a problem to adapt to the budget-conscious but purposeful shopper.
“‘The Future 100’ ushers in a yr of potentialities, the place new realities are within the making, human potential is being redefined, lifespans are prolonged, and a brand new inventive economic system is rising because of technological advances,” mentioned Emma Chiu and Marie Stafford, World Intelligence Administrators at VML, who authored the report.
Babita Baruah, CEO, VML India mentioned, “The Future 100’ captures the profound intersections of expertise, creativity, and humanity shaping at the moment’s shopper panorama. It supplies a lens by way of which manufacturers can perceive the evolving priorities of their audiences—whether or not it’s the optimism of Gen Z, the need for significant connections, or the pursuit of longevity and well-being. For companies, the report isn’t only a roadmap for what’s subsequent; it’s an invite to co-create a future that balances innovation with authenticity and influence.”
“This report displays a world in transition, the place shoppers are balancing ambition with sustainability, individuality with group, and technological developments with emotional wants. It highlights the potential for manufacturers to not solely reply to those tendencies but in addition lead them. By embracing these insights, we may help our companions craft methods that foster deeper connections, ship purpose-driven worth, and leverage creativity to remain forward in a dynamic market.” mentioned Shubhrojyoti Roy, nationwide planning director, VML.
Traits in “The Future 100: 2025” report have commonalities surrounding the altering nature of the idea of actuality, prioritizing instinct, extending human capabilities, and new approaches to the inventive economic system that think about the advantages of expertise to make room for extra imaginative pursuits.
Shaping new realities
Extra than simply escapism, society is actively shaping new realities. In reality, 67% of Gen Z say they like the thought of escaping to a unique actuality utilizing expertise, reflecting a want for company and optimism in a chaotic world. Amid political turbulence and local weather breakdown, persons are searching for consolation in discomfort, leaning into darkish tales and experiences that supply a type of catharsis and a coping mechanism.
Extending lives
Whereas the pursuit of longevity and well-being is nothing new, AI and innovation throughout shopper sectors are pushing the boundaries of life and loss of life in methods but unseen, making everlasting life potential within the digital realm. Anticipate to see that empower self-managed healthcare, disruptions in cocktail tradition in favor of Elixir Bars, and Blue Zone Retreats mixing hospitality and evidence-based longevity practices. Tech that may push the boundaries of our bodily capabilities will lead to augmented people. The evolution of practical meals and elements might influence speciality on-line and grocery purchasing habits for many who wish to attempt cooking with algae cooking oil, duckweed, and makhana, and discover customized vitamin by way of Circadian snacking.
Connecting on our personal phrases
All generations, and particularly Gen Z, are embracing solo journey for self-discovery and contrasting tendencies comparable to Social Saunas and Agrihoods, which supply a newfound sense of group and belonging by way of shared pursuits and values.
By selecting ‘Otherhood’ over motherhood, which has lengthy been seen as central to feminine identification, girls and nonbinary persons are embracing alternative routes to create significant connections and construct supportive networks with out youngsters. As a substitute, they’re discovering fulfilment in robust friendships, chosen households, and platonic partnerships.
Everybody born at the moment is born a creator
The democratization of creativity fuelled by AI is ushering in a brand new era of creators. Whereas 76% of these surveyed imagine expertise won’t ever absolutely change human creativity, AI instruments are enabling wider entry to inventive expression. The explosion of user-generated content material triggers a brand new Curator Economic system the place tastemakers and influencers information followers by way of a digital deluge, sifting the tasteless from the sensible.
“2025 would be the yr that manufacturers really grapple with the evolving values of the trendy shopper,” says Naomi Troni, World Chief Advertising Officer at VML. “They’re embracing immersive applied sciences that redefine how we stay, work, and join. This represents a elementary shift within the financial panorama, with companies that prioritize human connection, and creativity shall be poised to thrive.”
Obtain the complete “Future 100” tendencies report right here.
Methodology
VML’s 2025 version of “The Future 100” fielded an unique survey of 13,961 folks throughout 14 markets (Argentina, Australia, Brazil, China, Columbia, Japan, Mexico, Thailand, South Africa, UAE, the UK, and america). Along with the macrotrends listed above, the report focuses on 10 sectors: Tradition, Tech, Journey and Hospitality, Manufacturers and Advertising, Meals and Drink, Magnificence, Retail, Luxurious, Well being and Wellness, and Innovation.
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