I read 57 trend reports, so you don’t have to
Read time: 4 mins
Hi Reader
Opinions. So many opinions. It seems every business has been keen to share its thoughts for the year ahead but, unsurprisingly, not all of them are worthy of your time. That’s why I’ve waded through reams of corporate ‘hot takes’ to find some actionable (or just interesting) insights that are outlined below.
Whether it’s understanding the needs of a growing Gen-Z consumer class, navigating the rise of AI in shopping and business or adapting to new geopolitical realities, staying ahead means staying informed. This final newsletter of the year will help you chart a course for success in the year ahead.
Enjoy!
World Data Lab’s Consumer Outlook 2025
A useful macro view for the year ahead in consumer spending. By 2025, half the world’s population – 4.2bn people – will belong to the global consumer class, driving $57.9tn in annual spending. Growth is led by Asia, with India adding 47mn consumers and overtaking China as the largest market within the next decade. Gen-Z, the largest and richest generation, will shape future trends, but Millennials and Gen-X remain dominant spenders. Key opportunities lie in high-growth categories like housing, food and transport, with affluent consumers driving 58% of spending increases. Businesses that focus on emerging markets can capitalise on these shifts in global consumption. Full report here.
Natwest: The Year Ahead
Big changes are coming in 2025, with government spending increasing and trade becoming more local as protectionism creeps in. High deficits mean interest rates will stay up, even though inflation is cooling off in some places. Trade rules are also shifting, with tariffs and green energy subsidies shaking up supply chains. For entrepreneurs, this opens doors in areas like local manufacturing, renewables and smarter logistics. In the US, Trump 2.0 policies might push up costs and keep rates high, while Europe struggles with slow growth. The key? Stay flexible and ready to grab opportunities in these changing markets. Full report here.
Kantar Marketing Trends 2025
The year ahead will see streaming dominate advertising, with 55% of marketers increasing their investment in TV streaming, emphasising the need to tailor content to diverse audiences. Social media ad engagement is declining, so creativity – like humour and music – is crucial to stand out. Sustainability is a top priority, as consumers demand eco-friendly options, pushing marketers to adopt strategies that highlight a brand’s green initiatives. The creator economy is booming, making authentic collaborations key to building trust and brand distinction. Lastly, retail media networks (like Amazon Advertising with its sponsored product ads) are evolving into full-funnel marketing tools, offering precise targeting and big opportunities for brand growth. Full report here.
JP Morgan Outlook 2025
In an upbeat report, it reveals exciting opportunities for next year. With policy rates normalising, economic expansion and increased dealmaking are on the horizon. Capital investments in AI, healthcare and infrastructure are creating innovation hotspots, while sustainability and smart city developments offer lucrative opportunities to tackle global challenges. To stay resilient, diversifying assets and focusing on income-driven investments can help navigate macroeconomic shifts. Plus, AI and robotics continue transforming industries, boosting productivity and opening new doors. It’s a dynamic landscape, says the report, and one that’s perfect for bold entrepreneurs ready to adapt and grow in the year ahead. Full report here.
Statista Must-Watch Consumer Trends 2025
Statista, a website with arguably one of the more austere user experiences, has produced a rather lovely colourful deck with easy-to-understand infographics. It reveals that consumer behaviour is shifting fast, and 2025 is set to bring some big trends to watch. AI is taking over shopping (they’ve dubbed it ‘AI-assisted shopping’), making price comparisons and product recommendations easier than ever, though people still want a human touch. Loyalty programs are stepping up, offering cashback and discounts to attract new customers, with regional preferences leading the way – ultimately moving from retention tools to growth drivers. Meanwhile, trust in influencers is dropping, pushing brands to focus on authenticity and micro-influencers, especially to win over Gen Z. And wellness? It’s everywhere. From gut-health foods to natural beauty products, it seems almost every decision is a wellbeing choice, and consumers increasingly want brands to provide transparency and personalisation when it comes to their health. Full report here.
Forrester Predictions 2025: B2B Marketing and Sales
2025 is set to be a transformative year for B2B organisations as they shift focus from experimental generative AI initiatives to strategies that drive tangible revenue growth. Although AI’s role continues to evolve, enterprises may prematurely scale back AI investments, due to impatience around its short-term ROI capabilities. Successful leaders will strike a balance between quick wins and long-term investments, using lessons from 2024 to strengthen infrastructure, align strategies around customers and fix broken revenue processes. Only 12% of marketing leaders, for example, believe that their team structure supports revenue goals. Meanwhile, younger buyers are reshaping the B2B landscape, relying heavily on external influencers and favouring digital self-serve channels – even for large $1mn+ purchases. Full report here.
Giving effective feedback
Great feedback is an art, but it doesn’t have to be daunting. My cheat sheet breaks it down with three simple, proven frameworks: the DESC model (Describe, Express, Specify, Consequences), perfect for assertive communication; the COIN model (Context, Observation, Impact, Next steps), ideal for clarity and action; and the BOOST model (Balanced, Observed, Objective, Specific, Timely), which ensures feedback is constructive and well-received. Whether you're navigating a tough conversation or celebrating wins, these will help make your feedback impactful and actionable.
Here’s to next year!
2025 will be a year for pioneers – those who adapt to change, embrace innovation and stay attuned to their audience’s evolving needs. As these predictions show, the opportunities are vast for those ready to act boldly. From macroeconomic shifts to micro-level consumer preferences, each trend signals a chance to grow, innovate and lead. As we wrap up this year, I hope these weekly insights have left you inspired and prepared to thrive in 2025.
Thank you for inviting me to your inbox in 2024, and I’ll see you in the new year with even more to explore.
Cheers!
Adam
Growth Toolkit
P.S. Click the button for my swipe file of high-res cheat sheets plus tools, frameworks and other goodies, exclusive to this newsletter.