At the end of every year, industry experts predictably publish their predictions for the New Year. While we’re keenly aware that we’re not fortune tellers, reflecting on these hot takes can serve as a forcing function to get real with ourselves about what we here at Tangible think the future holds, and why it matters—to us, to our clients, and to their end customers.
So, after weeks of sifting through prediction piece after prediction piece, we’ve pulled out a few of our favorite ideas. While keeping in mind that none of us know with any certainty what this year holds, we’re betting big on AI, equality, trust, and the continued rise of independent agencies staying top of mind this year.
AI
Kevin Mulroy, executive creative director, Mischief, via Ad Age (“Chaos, comedy, community, craft—60 predictions for creativity in 2025”):
In 2025 we will see a more interconnected and immersive creative landscape, with technologies like AI, AR/VR and biotechnology deeply influencing art, design and storytelling, and sustainability, interactivity and personalization will be central to this evolution—is what you’d get if you asked ChatGPT this question. Which is why AI still sucks at talking like a human being. So the trend I’d like to see moving forward is our industry and clients doubling down on true human creativity, and using AI as a tool to augment it, not replace it. Because great ideas should feel like a conversation with the most interesting person in the room, not the least.
Why it matters to us: “artificial” is right there in the name. While we’ve barely begun to scratch the surface of what AI can do, we do know that consumers crave authenticity. That’s why we agree with Kevin–human creativity needs to come first, with AI playing a supporting role.
Equality
Bumble CMO Selby Drummond via Marketing Brew’s Jasmine Sheena (“CMOs on the biggest challenges they anticipate in 2025”):
As cultural and social landscapes shift globally, and equality continues to be challenged, our work becomes even more critical, not only on the policy and advocacy fronts, but also in how we support our members as they navigate changing norms around relationships, dating, and intimacy. The rules of dating, relationships, and intimacy are changing all the time, and we know we have an important job to do in providing our community with resources and support as they navigate the shifting ground in real time.
Why it matters to us: while the continued fight for equality is hugely important to us as a company, Selby points out another critical element that affects the way we and our peers operate–responding to cultural and social issues in real time. If equality is going to be the issue that we champion, how do we do so in a manner that is real and not performative? How can we help our partners to be brave in this environment? How do we lead instead of being reactive? With the fight for equality comes the need for education and thoughtful action. We’re doing the thinking and reflecting now – but we know that this period will need to be followed by meaningful action.
Trust
Via The Wall Street Journal’s Katie Deighton (“Eating in Designer Stores, Shopping on TikTok: Five Consumer Trends for 2025”):
Fake product reviews, AI-generated errors and search results cluttered with ads are driving people to forums like social platform Reddit and subscription network Substack for information seen as more trustworthy.
Shoppers are also becoming hesitant, less eager to click “buy” on a site or use chatbots or provide email addresses lest a site turn out to be fake.
Why it matters to us: it seems that all roads point to authenticity. People are going to trust sources that they believe are real. With bots and paid influencers flooding sites, it’s not surprising that we’re seeing more people looking to platforms like Reddit for help. Brands that learn to be more open and honest with their communications are the ones that will build trust–and business–in the months to come.
Independent Agencies
Via Adweek’s Kyle O’Brien (“The Big Get Bigger, Indies Rise, and AI Takes Root: 3 Agency Predictions For 2025”):
As consolidation continues among holding companies, independents are poised to benefit from the turmoil. There will no doubt be layoffs and departures as a result of the Omnicom-IPG deal, and talent could be snapped up by independents or launch their own agencies, as they did in 2024.
“You can merge balance sheets, but you can’t merge authenticity,” said Wil Shelton, CEO of Wil Power Integrated Marketing.
As for clients, as the big agencies get bigger, specialist agencies can add cultural fluency and relevance to the mix, Shelton added.
Why it matters to us: we’re an independent, specialist consultancy that is small enough to think big and big enough to make it real. We know first-hand that smaller agencies are often comprised of select individuals with deep experience and expertise who value fewer hoops to jump through when it comes to execution. We’re fortunate to have long had this talent on our team, and with the consolidation of major holding companies, we’re seeing more and more incredible talent energized by our model and excited to collaborate. The word “nimble” is thrown around a lot in the agency world, but in the small agency world, that dexterity is real. Better flexibility means better creative solutions that drive meaningful business outcomes for all.
What’s a prediction we missed that you’re watching? We’d love to discuss: [email protected].
