The year 2025 could well be one of contradictions, going by the 11th edition of VML’s ‘The Future 100’ report, which pinpoints business and cultural trends based on a survey across 14 markets globally. The study found conflicting desires of digital innovation versus analogue pursuits, fear for the future versus hope for society, and simpler living versus out-of-this-world experiences.
“‘The Future 100’ ushers in a year of possibilities, where new realities are in the making, human potential is being redefined, lifespans are extended, and a new creative economy is emerging thanks to technological advances,” says the report, authored by Emma Chiu and Marie Stafford, global intelligence directors at VML.
The report picks 100 trends across sectors. Here are a few that caught our eye:
New realities
Don’t like the world we live in? Then escape to an alternative one. The report says 67 per cent of Gen Z said they liked the idea of escaping to a different reality using technology, reflecting desire for optimism in a chaotic world. At the same time, more and more people are leaning into dark stories. Horror movies, as a genre, are getting bigger. That’s because recreational fear is a coping mechanism, says the report.
Otherhood
Motherhood has long been seen central to female identity, but now a growing number of women and nonbinary people are redefining what it means to build a fulfilling life. By choosing “otherhood” — being childfree or opting out of the traditional nuclear family — they are signalling evolving priorities, societal changes, and a conscious rejection of outdated expectations.
Augmented humans
Solitude is now a purposeful form of leisure. Hospitality brands and travel providers are designing with solitude and aloneness in mind, crafting experiences that offer tranquility and space for reflection. But, contrarily enough, there is also a rise in social saunas and agrihood, which offer community experiences.
Shrinking agencies
If 2024 closed with the announcement of Omnicom and IPG merger, then 2025 has opened with the news of Leo Burnett and Publicis Worldwide becoming a single entity, which will be known only as Leo. Gone is the Burnett name, ending another chapter in advertising. Remember how WPP erased the legacy names of J Walter Thompson, Young & Rubicam and Wunderman when it created VML? At least the leonine part of iconic adman Leo Burnett, who created memorable ads and characters like the Marlboro Man and Pillsbury’s Doughboy, still remains in this fresh wave of consolidation.
At Davos, the executive chairman of S4 Capital, Sir Martin Sorrell, spoke about the shake-up in advertising, forecasting that the Big Six could end up becoming the Big Three. Asset sales and consolidation are rampant across all segments of the industry — from creative to media to measurement. Witness how, just last week, Kantar Group (owned by Bain Capital and WPP, which have 60 and 40 per cent stake, respectively) announced the sale of its Kantar media unit to private equity firm HIG Capital for an estimated $1 billion. The field of marketing communications, too, saw some buyouts recently, including Stagwell acquiring ADK Global. Add to the consolidations the ongoing simplification efforts within networks, and it looks like the agency world is shrinking.
Election ads fail to connect
As voting day nears, it’s raining election promises in Delhi. Outdoor campaigns seem to be the favourite media for political parties, but Instagram is also emerging as a big battleground, with both Aam Aadmi Party and BJP putting out reels. AAP is relying on a lot of AI generated reels using Bollywood content and pop culture, while BJP has launched a satirical animated series titled ‘Delhi’s got Latent’, poking fun at AAP leader Arvind Kejriwal.
But do these political ads have any impact on the electorate? In a survey by ad-tech platform iCubeWires, 87 per cent of respondents said the ads did not influence their opinions about any political party.
Apart from ineffectiveness, the political ads were not regarded as credible by a majority of the audience, the survey across a range of demographic groups showed.
In terms of reach, 88 per cent respondents had seen the political ads on social media, while posters were next with 10 per cent visibility.
As to whose campaign was most visible, there was a clear winner — the survey showed BJP ads had the highest visibility (45 per cent), followed by Congress (35 per cent) and AAP (24 per cent).