The Future 100: Latam 2025

VML Latam Presents the Future 100 Latam 2025: The Coalition of Realities

VML launches its report, The Future 100 Latam, exploring the 20 most significant trends for the region in an environment increasingly influenced by technology.

The trends presented here reflect the changes and map a future filled with creativity, innovation, and purpose. Welcome to the coalition of realities that will set the pace for 2025.

The future awaits you - download The Future 100 Latam today:

*You'll download the report in Spanish

The Future 100 Latam identifies emerging transformations and celebrates Latin America's ability to reimagine its reality in the face of uncertainty. From pursuing deeper connections to exploring new forms of consumption, entertainment, and sustainability, people are building a future that balances the practical with the imaginative.

Using quantitative data, the VML Latam teams analyze how global dynamics transform and resonate in the Latin American context. This report becomes essential for understanding the cultural, social, and economic changes that will define the coming year.

This is the time to explore how Latin America is reinventing its place in the world, challenging boundaries, and embracing new opportunities.

Macro themes for 2025:

1. Liminal Realities

A new era of creativity is brewing, influencing the configuration of our realities.

2. Extended Lives

Science, technology, and biology advances are propelling human capabilities to the next level.

3. Grounded Intuition

Through human experiences and simplicity, people reconnect with their intuitive selves for a deeper and more meaningful life.

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4. Creativity economy

Everyone born today is an innate creator. A new creative economy is emerging, driven by the growing adoption of AI.

These are some of the trends mentioned in The Future 100 Latam that will shape the coming year:

05. Dark Matter

The fascination with dark themes, such as horror and true crime, becomes a means of emotional catharsis and cultural connection in times of uncertainty.

07. New Dating Paradigms

Romantic connections are evolving toward more authentic and in-person encounters, moving away from technological mediation and promoting physical spaces for socializing.

15. Social Hobby Apps

Platforms specializing in hobbies allow people to connect in like-minded communities, transforming individual activities into meaningful social experiences.

24. Incentivized Good Behavior

Tourist destinations are implementing regulations and sustainable practices to balance the impact of overtourism, encouraging responsible behavior among travelers.

31. Brand Fandoms

Brands are harnessing the power of fandoms to build highly engaged communities. They use characters, events, and collaborations to connect emotionally with their audiences.

32. Aspirational Aging

Brands are beginning to value and highlight the experience and wisdom that come with age, breaking stigmas and promoting an aspirational view of aging.

41. Imagined Worlds

Food and beverages are adopting a playful and escapist approach, offering products that transport us to imaginative worlds and generate sensory pleasure.

46. Multiplex Flavors

Consumers seek bold, unconventional flavors that blend local ingredients with innovative offerings, creating unique gastronomic experiences.

68. Sensory-Inclusive Shopping

Retailers are adapting their spaces to meet the needs of neurodivergent people, creating accessible and comfortable environments that enhance the shopping experience.

This report focuses on how the emerging phenomena of 2025 will manifest in our region through concrete examples and unique characteristics, highlighting Latin America's key role in major global movements.

Ernest Riba

Chief Strategy Officer, VML LATAM

Ready to access the future? Download your copy of The Future 100 Latam now

The Future 100 is VML's indispensable guide to the trends shaping consumer spending and behavior in 2025 and beyond. It is a deep dive into culture, creativity, connection, and more.

*You'll download the report in Spanish