We take a look into the crystal ball to see what’s coming in 2025
We leave 2024 behind, stepping into a 2025 filled with uncertainties. As every year, at Knom, we take a glimpse into the future to try and predict what’s ahead.
This year, we expect to see brands taking definitive stances on controversial topics due to consumer demands. Consumers, in turn, are increasingly skeptical of everything around them, driven by the rise of fake news and the loss of trust in influencers, who are now more than ever perceived as artificial products.
Focusing solely on brand purpose will lose strength as a differentiating factor, favouring solid, actionable positioning and value propositions that are well communicated. Promises are good, but consumers need the brands they choose to create real impact in their lives and to better address their concerns.
Brands will play a key role for many people who feel disconnected from reality, trapped in technology-driven routines that overwhelm them. In this context, privacy and the responsible use of personal data will become increasingly important to users and regulators alike.
We will continue to witness the creation of mass movements in pop culture, as demonstrated by figures like Karol G and Taylor Swift, alongside a growing nostalgia for eras people have not experienced. Brands that can navigate these movements and join them organically will be the ones to maintain relevance in the unstable and turbulent environment this year brings.
AI will further integrate into people’s daily lives, highlighting the value of genuine content in communications. Brands that connect personally and with a distinctive touch will be prioritized. In a world of artificial images and text, authenticity wins.
We promise this text was written by the Knom team and not an AI—hopefully, we’ve added some value to your start of 2025!