At this time of the year we all go back to the future, as various agencies and enterprises deliver insights into what’s in store over the next 12 months and beyond. So what can we expect? Political turmoil and continuing chatter about AI seem inevitable.
Let’s begin with AI, as Adobo magazine in the Philippines recently rounded up its top trends – and two concerned our artificial pals. In Asia Pacific, at least, consumers prefer AI systems that are “human-like, empathetic and engaging”.
Sounds a bit spooky, but note also that the environmental impact of AI is likely to come under closer scrutiny. Generating a single image contributes “significantly” to carbon emissions, which may provoke demands for greater regulation. Delve into the magazine’s full report here.
Branding In Asia has been putting regional leaders on the spot by asking for their predictions for 2025. Rupert Price, Chief Strategy Officer at DDB Sydney, came up with one we can all get behind.
“I predict 2025 will be the year when we finally see some genuine structural change to put more female creative talent into leadership roles across the industry. In 2024 we have ‘crossed the Rubicon’ and we can’t go back.”
At CES, Havas unveiled its “Superwomen” trends intelligence report, “a bold exploration of the future of female-centric healthcare and how innovation is redefining women’s health and longevity.” It suggests that “women’s health has lagged behind men’s, hindered by systemic inequities in research, representation, and care.” But that’s about to change, thanks to “the trends and technologies set to transform the sector, with the women’s health technology market projected to grow to $500 billion by 2030.”
Returning to Australia, it’s time for a future-facing ad break. In this spot, Suzuki isn’t offering flying cars, but does suggest that its vehicles might transport you to the future.
https://www.adforum.com/tribune/the-future-is-back-in-focus
We’ve already talked about going “back” to the future, and my attention was captured by a recent article in Shots, which suggested that brands could mine their history as a way of differentiating themselves. After all, not every brand has a rich heritage to evoke. Writer Ivan Guerra, Group Creative Director at Forsman & Bodenfors NY, cites Burberry as a fashion brand that has recently returned to its roots by resurrecting an old logo.
Will this be the year when the world falls out of love with social media? With the tech giants veering politically right and Silicon Valley exposed as a moral vacuum, X may not be the only one with an image problem. If social media feel less attractive, maybe we can leave our devices in a drawer and reclaim some of our time.
VML’s “Tomorrow’s Commerce” report echoes this idea. One of its trends is “The Disconnect Economy: Monetizing the Need for Unplugging.” It proposes that the “allure of switching off has become increasingly powerful, driving demand for experiences that prioritize real-world connection, mental well-being, and a break from the digiral noise.”
Brands, retailers and the tourism industry can capitalize on this by offering digital-free spaces and detox retreats, for example. Reconnecting with the physical world may become a premium experience.
Here’s a vignette that captures some 2025 zeitgeist (or at least a New Year’s resolution or two). It advises us to concentrate more on health and less on tech and shopping. The creative is by the ever-reliable Zulu Alpha Kilo.
https://www.adforum.com/tribune/the-future-is-back-in-focus
GWI produces an annual consumer trends report that’s always worth a look. Among its top trends for this year: “Side hustles are the new norm.” The term has become familiar shorthand for a part-time job or passion project. But now they’re “influencing the way people think about work”. The report says that 11% of the entire work force now has a side hustle, and 38% of those are at executive level. So it’s not just about money – fulfilment is a big factor.
Side hustles are especially prevalent “among those who work in the arts, media, and advertising sector”. They’re also the most likely to leave the workforce to pursue their project. So how can employers hang on to them? “Uninteresting or heavy workloads” are reasons for moving on. “Learning opportunities and flexibility can go a long way in helping them balance their passion and professional projects.”
Whatever the future holds, it’s important to hang on your to your dreams. Let’s finish with this lovely film for AXA Insurance. Happy New Year everyone.
