The year 2025 is poised to bring significant shifts across various industries, from consumer behavior to fashion trends and communication strategies. A new report from VML The Cocktail titled "Trends Review 2025" encapsulates the consumer sentiment prevalent today - marked by uncertainty and prioritization of mental health. The report highlights the impact of rising anxiety levels, financial insecurity, and the overwhelming influence of technology, particularly artificial intelligence (AI), on modern lifestyles. This changing environment is prompting brands to rethink how they connect with consumers.
According to the report, over 62% of employees have experienced declining purchasing power, leading to increased feelings of distrust and dissatisfaction. The latest "World Happiness Report" reveals Spain's drop from 32nd to 36th place, characterized by generational divides reminiscent of earlier eras. Many individuals now embrace the concept of "bienvivir" or living well, emphasizing emotional, day-to-day fulfillment over long-term aspirations. Felipe Romero, a partner at VML The Cocktail, explained, "We work with the idea of well-being, focusing on the immediate rather than the traditional pursuit of quality of life." But how can brands seamlessly incorporate this new perspective?
One pressing question for marketers is how to adapt to this present-focused mindset. The rising trend highlights the need for consumers to optimize their personal and financial situations, as leisure time evolves from mere relaxation to opportunity for productivity, skill enhancement, and wellness. Millennials, for example, prioritize continual learning - 79% place great importance on it - as reflected by the threefold increase expected in protein supplement sales by 2024. While this is motivating for many, it has also led to burnout and stress.
Despite focusing on present needs, concerns about the future linger. The report identifies three prevalent strategies consumers are employing to navigate uncertainty: using the "golden bullet" approach—betting everything on one opportunity like maternity or significant examinations; cultivating small habits for immediate reinforcement instead of adhering to demanding lifestyle changes; and engaging with minimal risks—such as investing small amounts in cryptocurrencies with hopes for high returns. These responses capture the internal conflict between enjoying the present and strategizing for the uncertain future.
Housing expectations are also shifting. The typical notion of home has become more financial than personal, with innovative models like reverse mortgages and fractional ownership growing. Young generations are departing from traditional homeownership ideals, emphasizing service and community, as noted by María Herranz, Insights Manager at VML The Cocktail, stating, "For previous generations, the house was their life; for today's, life extends beyond the confines of property ownership." Mental health is now classified as indispensable to overall well-being; it influences consumer choices significantly, urging brands to act responsibly and echo values aligned with emotional health.
The recent London Fashion Week showcased some of these shifting consumer values, with designers presenting collections influenced by the past yet reimagined for modern sensibilities. Styles intertwined nostalgia with rebellious aesthetics—the "Manga Mania" trend featured outfits inspired by popular anime characters, blending sailor motifs and punk inspirations. Wearers donned navy blue jeans adorned with anchors, complemented by sailor hats and romantic, flowing skirts. Street style this season triumphantly highlighted vibrant hues like pink, even as trends appeared contrary to predictions of its decline after the Valentino era.
Among designers, the interpretation of this season's trends manifested bold philosophies with unexpected combinations. The classic tie, once limited to formal wear, has transformed, becoming key pieces with casual attire, rejecting conventional dress codes.
Artificial intelligence's role, though debated, remains largely functional; even as some embrace its creative potential, most perceive it as enhancing existing processes. VML experts assert, "We're still firmly positioned at the functional level, distanced from the concept of AI taking away jobs, stressing the importance of human touch and creativity." Communication agencies are at the forefront of integrating these trends, needing to innovate rapidly and retain talent, according to 3AW's PR & Digital Manager, Bárbara Vieites.
Vieites argues, "Agencies must focus on building long-term relationships and client engagement rather than merely adapting to fleeting trends. This focus on retention ensures experienced teams work with clients, driving superior service delivery. An emphasis on integrating new technology must coexist with maintaining deep connections between agencies and media, leveraging empathy to create impactful strategies.” The blending of creativity with technology appears as the defining characteristic of successful communication strategies moving forward.
From consumer habits to the ever-evolving landscapes of fashion and communication, 2025 heralds transformative changes. The prevalence of AI and consumer preferences, coupled with the necessity for brands to adapt to the immediacies of present life, indicates significant changes for companies willing to evolve or innovate. The continuing lesson remains: brands must recognize and respond to the deep-seated desires within humanity, marrying human interests with technological advancements, as they navigate the complex, intertwined landscapes of the future.