CULTURE
#01 Reality shift
Embracing delusion is highly intentional: a form of optimism, and a route to imagining, or manifesting a better reality than the one in which you find yourself.
The Future 100: 2025
VML reveals our 100 trends set to transform the marketplace in 2025
VML Intelligence’s “The Future 100: 2025” is here – our essential guide to the coming year and beyond on 100 game-changing trends across 10 different sectors to keep you future-ready.
This unparalleled report examines key trends across 14 different countries and features interviews with top industry experts and more.
The future awaits – download your copy of the Future 100 today:
2025 will be a year of paradoxes, where advanced technology meets digital disconnection, where the dawn of the trillionaire collides with cost-cutting and the prolonged challenges of the “cost-of-living”, and where brands must find that delicate balance between resonance with restraint.
In addition, it’s time to prepare for new realities—by our own imaginations and by technology that conjures next-level imagined worlds for us to live in. As people are faced with unsettling issues, they are proactively creating a reality that makes sense to them—one that is imaginative and optimistic. This is a time when cocktails levitate, technology can help us transcend the constraints of the body, and anything we imagine can be realized. 2025 is the year of possibilities.
Here are just some of the exciting trends covered in The Future 100:
TECH
#14 Robot redux
Humanoid robots are set to become a staple of every home.
TRAVEL
#22 Destination solitude
Travelers are seeking out restorative solitude, as a route to personal growth and the foundation for cherishing connection with others.
BRANDS
#36 Chaos packaging
Gravy in a beer can. Tampons in an ice cream tub. Coffee in a tube. Brands are using packaging to play with audiences’ expectations.
FOOD AND DRINK
#44 Reality-defying dining
Restaurants and bars are pushing the boundaries of food and drink with out-of-this-world dining experiences.
BEAUTY
#52 Algorithmic beauty
AI creators are experimenting with the possibilities of how the next iteration of beauty could look.
RETAIL
#61 Awesperiential retail
Stores and malls are morphing into purveyors of awe, and Asia is leading the way.
LUXURY
#71 Elite pets
From five-star suites and private jets to designer accessories and smart toys—pets are living an all-round luxury lifestyle.
HEALTH
#87 Ozempic world
The global appetite for weight-loss drugs is driving disruption across industries.
INNOVATION
#97 World-conjuring tech
Technology will allow us to cocreate realities.
EXPERTS
2025 expectations
We asked industry experts what they are anticipating for 2025.
DATA
By the numbers
Original global consumer data from 14 countries around the world reveals new insights into people’s habits, perspectives and expectations.
The Future 100 ushers in a year of possibilities, where new realities are in the making, human potential is being redefined, and propelled by AI, a new creative economy is emerging.
Ready to access the future? Click here to download the Future 100 today:
The Future 100 is VML's indispensable guide to the trends that will shape consumer spending and behavior in 2025 and beyond, a deep dive that spans culture, creativity, connection and more.
VML can help you unlock inspiring new opportunities for growth:
Our team is ready to action insights from The Future 100: 2025 for your brand or business, including through bespoke presentations, workshops, innovation labs, custom research and more.
Main image: Ethereal Waves by NastPlas
