On Thursday, February 13 at VML New York’s Sky Theater, an overflowing audience of clients, colleagues, partners and journalists stepped into the texture-rich space of The Future 100 NYC ready to experience a journey unlike any other.
This year, we went beyond simply predicting what’s next to envisioning a future brimming with possibility. From Kevin Li's mind-bending mentalism to EveryHuman's AI-powered algorithmic perfumery, the event was designed to spark imagination and inspire new ways of thinking.
“2025 is a year of paradoxes, where advanced technology meets digital disconnection, where the dawn of the trillionaire collides with cost-cutting, and the surreal meets reality," said Emma Chiu, Global Director of VML Intelligence and co-author of the report. "Enter a world where anything imagined can be realized. It's a year filled with challenges met with possibilities."
In an era marked by uncertainty, the Future 100 serves as a trusted guide for brands to understand the underlying currents of change across consumer behavior, technology and culture. Our curated Future 100 experience, blending insightful presentations and interactive moments, grounded attendees in how best to connect with consumers in more meaningful and, dare we say, magical ways.
Adding to this special occasion were our exceptional guest speakers, and we'd like to give a big thanks to Alex Ames, Senior Director Content & Creative Excellence, The Coca-Cola Company; Kathleen Dunlop, CMO North America, Unilever Beauty & Wellbeing; and Julie Booth, Chief Operating Officer, Mercer Labs, for their reveal on how key trends in the report like “Made By Humans,” “Chaos Packaging,” “Brand Showmanship” and “Sensory Storytelling” can help brands stand out in a sea of sameness and create experiences of wonder and awe that consumers crave.
We'd also like to give a big thanks to our culinary sponsor Shopify for awakening our taste buds with a whimsical breakfast.
HERE ARE OUR TOP TAKEAWAYS FROM THE FUTURE 100 NYC:
- Surreal Is the New Real: In today’s upended world, consumers crave escapism and release. Forward-thinking brands must tap into this "Reality Shift" with brand experiences that blur the lines between physical and digital – offering dreamlike, immersive engagements that deliver a sense of wonder and awe.
- Extending Lives Through Empathy: Longevity is a top priority, but it's not just about living longer – it's about living better. Brands can deliver on these needs by focusing on holistic wellness, mindful language and promoting empathy and compassion.
- Grounded Intuition: Despite the allure of technology, there's a growing desire to disconnect from digital noise and reconnect with our inner selves. Brands can resonate with consumers by promoting analog pursuits, mindfulness and simplified technology.
- Engage Sensory Storytelling: Multi-sensory experiences that engage all five senses create deeper emotional connections and memorable moments. Brands that think beyond traditional marketing and explore how to evoke emotion and connection through experiences will find captive audiences.
- Human Creativity Reigns Supreme: AI is a powerful tool, but it will never replace human ingenuity. The future of creativity lies in the synergy between human imagination and technological advancements.
- Bold Brand Showmanship: In a world saturated with content, brands must entertain to capture attention and build mental availability. Bold, creative campaigns that evoke emotion and spark conversation are essential to resonate with consumers bombarded with marketing messages.
- Embrace and Empower Brand Fandoms: Passionate fan communities own the conversation, but brands can actively participate and co-create meaningful experiences that deepen loyalty and connection. Brand loyalty is evolving into passionate fandoms, and brands can leverage this by understanding and engaging authentically.
- The Future Is Co-Created: The future is not something to be predicted, but something to be shaped. By understanding consumer trends and embracing the power of human creativity, brands can build a future that is both inspiring and transformative.
Ready to step into the exciting possibilities of VML's Future 100?
You can download your complimentary copy of The Future 100: 2025 report here.
You can also download our Future 100 vertical cuts here – industry versions of the report for brands that operate in Retail, B2B, Electronics, Finance, Technology, Automotive, FMCG and many more.
To action trends and technologies shared in the report through bespoke presentations and workshops for your brand or business, please email Emma Chiu and Marie Stafford, Global Directors, VML Intelligence, at futures@vml.com.
