Amid a polarized and uncertain world with distortion, people are seeking to create optimistic and imaginative realities that bring them a sense of grounding—led primarily by Gen Z. This is according to the 11th edition of VML’s The Future 100 report which examines trends shaping business and culture, based on insights from its annual survey conducted across 14 global markets.
The report highlights 100 trends, reflecting tensions between digital innovation and analog pursuits, fear for the future and hope for society, as well as a desire for simpler living versus more extraordinary experiences.
Globally, the top concerns identified by respondents include the cost of living, violence and crime, and war and unrest. These stressors underscore the growing challenge to human well-being. While last year’s focus on deceleration has shifted, it has evolved into a more proactive pursuit of self-knowledge, personal discovery, and alternative lifestyles.
Consumers are cutting costs in certain areas, but beyond necessities, they are prioritizing health and well-being as a way to regain a sense of balance. In a world that feels increasingly out of control, self-care offers a tangible way to cope.
“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.”
Nearly 70% of respondents reported that they are “actively looking to buy or own less stuff,” a sentiment that resonates strongly after the holiday season’s consumerism. This shift presents brands with the challenge of adapting to consumers who are not only budget-conscious but also increasingly driven by purpose.
“‘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,” said Emma Chiu and Marie Stafford, Global Intelligence Directors at VML, who authored the report.
Trends in “The Future 100: 2025” report have commonalities surrounding the changing nature of the concept of reality, prioritizing intuition, extending human capabilities, and new approaches to the creative economy that factor in the benefits of technology to make room for more imaginative pursuits.
Report Highlights
Shaping new realities
VML provided the following summary of some of the report findings which was written based on a survey with 13,961 people across 14 markets.
More than just escapism, society is actively shaping new realities. In fact, 67% of Gen Z say they like the idea of escaping to a different reality using technology (Reality Shift, 1), reflecting desire for agency and optimism in a chaotic world.
Amid political turbulence and climate breakdown, people are seeking comfort in discomfort, leaning in to dark stories and experiences that offer a form of catharsis and a coping mechanism (Dark Matter, 5).
Nearly 70% of respondents are “actively looking to buy or own less,” challenging brands to adapt to purpose-driven, budget-conscious consumers.
Extending lives
While the pursuit of longevity and well-being is nothing new, AI and innovation across consumer sectors are pushing the boundaries of life and death in ways yet unseen, making eternal life possible in the digital realm (Grief Tech, 20/Digital Immortality, 92). Expect to see Home Clinic Hubs (85) that empower self-managed healthcare, disruptions in cocktail culture in favor of Elixir Bars (43), and Blue Zone Retreats (23) blending hospitality and evidence-based longevity practices.
Tech that can push the boundaries of our physical capabilities will result in augmented humans. The evolution of functional foods and ingredients may impact specialty online and grocery shopping habits for those who want to try cooking with algae cooking oil, duckweed, and makhana (50), and explore personalized nutrition through Circadian snacking (45).
“The democratization of creativity fuelled by AI is ushering in a new generation of creators. While 76% of those surveyed believe technology will never fully replace human creativity, AI tools are enabling wider access to creative expression.”
Connecting on our own terms
All generations, and especially Gen Z, are embracing of solo travel for self-discovery (Destination Solitude, 22) and contrasting trends such as Social Saunas (82) and Agrihoods (47), which offer a newfound sense of community and belonging through shared interests and values.
By choosing Otherhood (9) over motherhood, which has long been seen as central to female identity, women and nonbinary people are embracing alternative ways to create meaningful connections and build supportive networks without children. Instead, they are finding fulfilment in strong friendships, chosen families, and platonic partnerships.
Everyone born today is born a creator
The democratization of creativity fuelled by AI is ushering in a new generation of creators. While 76% of those surveyed believe technology will never fully replace human creativity (Made by Humans, 39), AI tools are enabling wider access to creative expression. The explosion of user-generated content triggers a new Curator Economy (13) where tastemakers and influencers guide followers through a digital deluge, sifting the bland from the brilliant.
“2025 will be the year that brands truly grapple with the evolving values of the modern consumer,” says Naomi Troni, Global Chief Marketing Officer at VML.
“They are embracing immersive technologies that redefine how we live, work, and connect. This represents a fundamental shift in the economic landscape, with businesses that prioritize human connection, and creativity will be poised to thrive.”
Download the full “Future 100” trends report here.
Methodology: VML’s 2025 edition of “The Future 100” fielded an original survey of 13,961 people across 14 markets including Argentina, Australia, Brazil, China, Columbia, Japan, Mexico, Thailand, South Africa, UAE, the United Kingdom, and the United States.
Image via VML
This post was originally published on here
