consumers
experts
forces
trends
GETTING FUTURE-READY, NOW
Now that they have a better understanding of what AI can do for them, consumers foresee a future where technology will be a partner they co-create reality with. At the same time, they expect that culture will place a higher premium on human artistry and truly original ideas.
Both these tensions will inspire and enable consumers to reinvent themselves, and pursue their ambitions and aspirations like never before, as AI will revolutionize how fast and how efficiently they can learn new skills. The brands that are not perceived to help them pave this path to reinvention will become a commodity.
THE NEXT PARADIGM OF BRAND EXCELLENCE
Businesses that simply limit themselves to responding to demand will fade in the algorithmic shuffle, as basic interactions and purchases will increasingly get fulfilled in an automated fashion. The brands that customers will deem memorable will be the ones that are able to decode what are their broader aspirations and provide in return messages and experiences that inspire and mentor them throughout their reinvention journey.
of global consumers say that as AI tools get better at providing precise answers and outputs, they will have less tolerance for generic and repetitive messages from brands
All
Gen Z
Millenials
agree that brands that not only deliver products and services but inspire them and help them grow will become the most memorable
A PROVEN TRACK RECORD
While looking at the future, this platform provides a compass that our clients can use now to start preparing for what’s ahead. It identifies the existing market signals that will increasingly shape the business context, it outlines the challenges that will emerge as a result, and it suggests some of the ways in which brands can get ahead and become future ready.
This report, titled Mothers of Reinvention, is the third edition of Consumer Vision, following in the footsteps of The Age of Inclusive Intelligence (published in 2021) and The Era of the Insight-to-Foresight Pivot (published in 2024). Some of the predictions outlined in both of these studies became a reality sooner than we expected, which is a testament to the soundness of our approach.
For instance, in The Age of Inclusive Intelligence, we speculated that before 2030 we may see the first brain computer chip implant and in January 2024, Neuralink announced human trials to that effect had already begun. In The Era of the Insight-to-Foresight Pivot, we spoke about customized reality – the notion that consumers would increasingly want to see technology overlay information on the physical world that surrounds them - and in just a couple of years since the publication of that report, the global smart glass revenue has reached $2.46 billion. In the same report, we predicted that the progressive trend of non-Western culture becoming mainstream as a result of big demographic shifts would reach its tipping point. In 2025, K-Pop Demon Hunters, a Korean-inspired animation musical, became the most watched Netflix film ever and Demon Slayer: Infinity Castle, a feature length anime produced in Japan, topped Superman 2025 and The Fantastic Four: Next Steps, the tentpole DC and Marvel global box office releases for the year.
Join us for a journey to the future based on a proven methodology, so you can strengthen your long term business strategy.
THINKING AHEAD IS NO LONGER A NICE-TO-HAVE
Thinking ahead is no longer a nice-to-have. It’s a business imperative. 56% of Chief Marketing Officers interviewed in dentsu’s recent CMO Navigator study said that 5 years from now most of their companies’ revenues will come from products, services, or businesses that don’t yet exist.
A NEW PERSPECTIVE AND AN OVERARCHING TENSION
A macro-tension permeates our findings: while consumers appreciate technology’s new ways of doing more (creating more content, meeting more use cases, automating across more platforms) and doing it faster (reducing the time it takes to get the job done, compressing the time needed to learn new skills), they at the same time place a lower premium on volume and, instead, are much more interested in value and differentiation.
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