Brands urged to recognise consumers simply want less

Marketers are facing a new fundamental challenge – to add to the already vexing issues of the cost of living crisis, political uncertainty, the demise of cookies and the skills shortage – with well over two-thirds (70%) of consumers insisting they are actively looking to buy or own less “stuff”.

That is according to this year’s “The Future 100” from WPP agency VML, which could finally signal the demise of endless mobile phone upgrades and mass consumerism amid conflicting desires of digital innovation versus analogue pursuits, fear for the future versus hope for society, and simpler living versus out-of-this-world experiences.

The 11th report in the series, based on an annual survey across 14 markets globally and featuring 100 trends that will impact business and culture in the years ahead, reveals that, to feel grounded in a world grappling with polarisation, distortion, and uncertainty, people are proactively creating optimistic realities that make sense to them, with Gen Z leading the way.

But more than just escapism, consumers are shaping new realities. In fact, 67% of Gen Z say they like the idea of escaping to a different reality using technology, reflecting desire for agency and optimism in a chaotic world.

Amid political turbulence and climate breakdown, people are also seeking comfort in discomfort, leaning in to dark stories and experiences that offer a form of catharsis and a coping mechanism.

Extending lives
While the pursuit of longevity and wellbeing 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.

The report says brands should expect to see Home Clinic Hubs that empower self-managed healthcare, disruptions in cocktail culture in favour of Elixir Bars, and Blue Zone Retreats  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, and explore personalised nutrition through Circadian snacking (45).

Connecting on our own terms
All generations, and especially Gen Z, are embracing of solo travel for self-discovery and contrasting trends such as social saunas and agrihoods, which offer a newfound sense of community and belonging through shared interests and values.

By choosing “otherhood” 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
Meanwhile, the democratisation 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. The explosion of user-generated content is triggering a new curator economy, where tastemakers and influencers guide followers through a digital deluge, sifting the bland from the brilliant.

VML global chief marketing officer Naomi Troni said: “2025 will be the year that brands truly grapple with the evolving values of the modern consumer.

“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 prioritise human connection, and creativity poised to thrive.”

Download the report from VML’s website here> 

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