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Trends Subcategories Brand Management

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  • Trend
    Theme
    Impact Areas
    Category
    Summary
    Report
  • Global Ad Spend Rebound
    • Navigating Global Uncertainty
    • Advertising
    • Marketing
    • Media
    • Brands & Advertising
    • Business & Commerce

    Despite economic uncertainties, global ad spend is recovering to pre-pandemic levels, with marketers anticipating budget increases.

    Nielsen: Ad Intel Q4 International...
    Global Ad Spend Rebound
    Despite economic uncertainties, global ad spend is recovering to pre-pandemic levels, with marketers anticipating budget increases.
    Impact Areas Advertising, Marketing, Media
    Themes Navigating Global Uncertainty
    Categories Brands & Advertising, Business & Commerce
  • FMCG Dominance
    • Values-Driven Consumption
    • Advertising
    • FMCG
    • Retail
    • Brands & Advertising
    • Business & Commerce

    Fast-moving consumer goods (FMCG) companies and retailers are major advertisers across multiple markets, particularly in Western Europe and Southeast Asia.

    Nielsen: Ad Intel Q4 International...
    FMCG Dominance
    Fast-moving consumer goods (FMCG) companies and retailers are major advertisers across multiple markets, particularly in Western Europe and Southeast Asia.
    Impact Areas Advertising, FMCG, Retail
    Themes Values-Driven Consumption
    Categories Brands & Advertising, Business & Commerce
  • Creative Importance Surge
    • AI-Driven Transformation
    • Authenticity and Transparency Reign Supreme
    • The Blurring of Physical and Digital Realities
    • Advertising
    • Marketing
    • Media
    • Brands & Advertising
    • Business & Commerce

    Marketing creativity's importance is dramatically increasing, driven by technological advancements and media ecosystem changes.

    MMA: The state of creative...
    Creative Importance Surge
    Marketing creativity's importance is dramatically increasing, driven by technological advancements and media ecosystem changes.
    Impact Areas Advertising, Marketing, Media
    Themes AI-Driven Transformation, Authenticity and Transparency Reign Supreme, The Blurring of Physical and Digital Realities
    Categories Brands & Advertising, Business & Commerce
  • Creative Process Complexity
    • AI-Driven Transformation
    • Authenticity and Transparency Reign Supreme
    • Creative Agencies
    • Marketing Operations
    • Workflow Management
    • Brands & Advertising
    • Business & Commerce

    While crucial, the creative process is becoming more complex, hindering marketers' ability to achieve desired outcomes.

    MMA: The state of creative...
    Creative Process Complexity
    While crucial, the creative process is becoming more complex, hindering marketers' ability to achieve desired outcomes.
    Impact Areas Creative Agencies, Marketing Operations, Workflow Management
    Themes AI-Driven Transformation, Authenticity and Transparency Reign Supreme
    Categories Brands & Advertising, Business & Commerce
  • Creative In-Housing Growth
    • Authenticity and Transparency Reign Supreme
    • Values-Driven Consumption
    • Creative Agencies
    • In-House Creative Teams
    • Talent Acquisition
    • Brands & Advertising
    • Business & Commerce

    Marketers are increasingly bringing creative functions in-house, seeking greater control, transparency, and cost efficiency.

    MMA: The state of creative...
    Creative In-Housing Growth
    Marketers are increasingly bringing creative functions in-house, seeking greater control, transparency, and cost efficiency.
    Impact Areas Creative Agencies, In-House Creative Teams, Talent Acquisition
    Themes Authenticity and Transparency Reign Supreme, Values-Driven Consumption
    Categories Brands & Advertising, Business & Commerce
  • Creative ROI Measurement Gap
    • Authenticity and Transparency Reign Supreme
    • Budget Allocation
    • Marketing Analytics
    • Performance Measurement
    • Brands & Advertising
    • Business & Commerce

    Despite acknowledging creative's value, marketers struggle to effectively measure its ROI, relying on proxy metrics instead.

    MMA: The state of creative...
    Creative ROI Measurement Gap
    Despite acknowledging creative's value, marketers struggle to effectively measure its ROI, relying on proxy metrics instead.
    Impact Areas Budget Allocation, Marketing Analytics, Performance Measurement
    Themes Authenticity and Transparency Reign Supreme
    Categories Brands & Advertising, Business & Commerce
  • Chaos-Driven Content
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Brand strategy
    • Content creation
    • Digital Marketing
    • Brands & Advertising
    • Digital Platforms
    • Media & Information

    The unpredictable nature of online trends necessitates a shift towards embracing randomness and absurdity in content creation.

    Mørning: The age of relevance
    Chaos-Driven Content
    The unpredictable nature of online trends necessitates a shift towards embracing randomness and absurdity in content creation.
    Impact Areas Brand strategy, Content creation, Digital Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Digital Platforms, Media & Information
  • Promotional Provocation
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Influencer marketing
    • online reputation management
    • Social Media Marketing
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    Individuals and brands are increasingly using provocative tactics to gain attention in the crowded online space.

    Mørning: The age of relevance
    Promotional Provocation
    Individuals and brands are increasingly using provocative tactics to gain attention in the crowded online space.
    Impact Areas Influencer marketing, online reputation management, Social Media Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • Home Under Construction
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Home improvement
    • Interior Design
    • Real estate
    • Smart home technology
    • Brands & Advertising
    • Consumer Attitudes
    • The Home

    The concept of 'home' is evolving beyond traditional ideals, emphasizing individuality, comfort, and adaptability in the face of economic and social changes.

    Mintel: 2025 global consumer trends
    Home Under Construction
    The concept of 'home' is evolving beyond traditional ideals, emphasizing individuality, comfort, and adaptability in the face of economic and social changes.
    Impact Areas Home improvement, Interior Design, Real estate, Smart home technology
    Themes Experiences Over Material Goods, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, The Home
  • Community: Linked Lives
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Brand marketing and engagement
    • Community Building Initiatives
    • Shared experiences and events
    • Social Media Platforms
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    Individuals are actively seeking meaningful connections and building communities, both online and offline, driven by a need for belonging and support in a changing world.

    Mintel: 2025 global consumer trends
    Community: Linked Lives
    Individuals are actively seeking meaningful connections and building communities, both online and offline, driven by a need for belonging and support in a changing world.
    Impact Areas Brand marketing and engagement, Community Building Initiatives, Shared experiences and events, Social Media Platforms
    Themes The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
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