VML has launched the tenth edition of ‘The Future 100: 2024’ report.
It explores 100 micro trends spanning culture creativity and connection that is set to shape consumer spending over the next year.
It finds consumers are slowing down their lifestyles and choosing a mindful approach, which is known as ‘The Great Deceleration’.
People are undergoing a paradigm shift with identity at the heart, advances in technology are ushering in a new reality and encouraging people to question what it means to be human.
In this new model, successful brands are ones who are connected with their audience, as people seek emotional engagement with the brands they buy from.
The report data has revealed 79 per cent of people believe ‘the role of a brand has changed over the past five years’, with the top three roles of brands to ‘make the world a better place’ (40 per cent); ‘improve people’s health and wellbeing’ (38 per cent); and ‘create a more positive and helpful future’ (32 per cent).
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Emma Chiu and Marie Stafford, Co-Authors and Global Intelligence Directors at VML said: “As 2024 unfolds, an intentional slowdown shifts the pace for people and businesses after years of rapid acceleration.
“Community and connection at scale are essential to 2024, with 67 per cent of people agreeing that community is more important than one individual and 76 per cent believe that technology helps bring people together. With most consumers looking for surprise, mystery, awe, and wonder in their lives, new experiences that engage a wide spectrum of emotions are in demand.”
This year marks the 10th year of the Future 100. To celebrate this milestone and bring the report to life, VML is set to launch F.L.I.C (Future. Learning. Interactive. Connected.), a fully interactive AI avatar that can answer real-time questions about the report.
VML also has created a photo-realistic face for F.L.I.C and chose tech partner Odyssey to stream this to app users. It creates virtual personifications to give a face to AI, and allows clients to access and interact with F.L.I.C directly through their web-browser.
Naomi Troni, Global Chief Marketing Officer at VML, said: “The Future 100 is one of our most anticipated reports, and this year is no exception. With humans craving ‘passion and togetherness’ – particularly as we see AI becoming more and more mainstream – the time is right for brands to tap into this shift, and use technology to connect with humans on a deeper level as they opt for a more mindful approach for the year ahead.”
The Future 100 covers ten sectors including culture, technology, travel & hospitality, brands & marketing, food & drink, beauty, retail, luxury, health, and innovation.
It also includes original consumer data from surveys in nine different countries, and interviews with experts across various fields to give their opinion on the past decade and what to look out for this year.
Credits:
Authors: Emma Chiu and Marie Stafford, Global Directors, VML Intelligence
Writers: Emily Safian Demers, John O’Sullivan, Nina Jones
Sub Editors: Hester Lacey, Katie Myers
Creative Director: Shazia Chaudhry
You can download the report here
