Reality Gets a Reboot at VML’s Future 100 NYC

To feel grounded in a world grappling with polarisation, distortion, and uncertainty, people are proactively creating imaginative and optimistic realities that make sense to them - and gen z are leading the way. This is one of the findings in VML’s 11th annual Future 100 report.   

The study found conflicting desires of digital innovation versus analogue pursuits, fear for the future versus hope for society, and simpler living versus out-of-this-world experiences.   

To bring the report to life, at VML’s New York’s 3 World Trade Centre Sky Theatre, an overflowing audience of marketers, colleagues and partners stepped into the texture-rich space of The Future 100 NYC ready to experience a journey unlike any other. 

This year, VML went beyond simply predicting what’s next to envisioning a future brimming with possibility. From award-winning mentalist Kevin Li's mind-bending performance to EveryHuman's AI-powered algorithmic perfumery, the event was designed to spark imagination and inspire new ways of thinking through the senses. 

“2025 is a year of paradoxes, where advanced technology meets digital disconnection, where the dawn of the trillionaire collides with cost-cutting, and the surreal meets reality," said Emma Chiu, global director of VML Intelligence and co-author of the report. 

In an era marked by uncertainty, the Future 100 serves as a trusted guide for brands to understand the underlying currents of change across consumer behaviour, technology and culture. VML’s curated Future 100 experience, blending insightful presentations and interactive moments, grounded attendees in how best to connect with consumers in more meaningful and, dare we say, magical ways

“For over a decade, our Future 100 report has served as our crystal ball; guiding us and our clients toward the trends that will define tomorrow,” said Audrey Melofchik, VML NY CEO who moderated the event. “With 75% of surveyed consumers desiring more engaging and entertaining experiences, this year brands must embrace showmanship to avoid the 'dullocalypse.'”

Here are VML's Top Takeaways from the Future 100 NYC: 

1. Surreal Is the New Real: In today’s upended world, consumers crave escapism and release. Forward-thinking brands must tap into this 'Reality Shift' with brand experiences that blur the lines between physical and digital – offering dreamlike, immersive engagements that deliver a sense of wonder and awe. 

2. Extending Lives Through Empathy: Longevity is a top priority, but it's not just about living longer – it's about living better. Brands can deliver on these needs by focusing on holistic wellness, mindful language and promoting empathy and compassion. 

3. Grounded Intuition: Despite the allure of technology, there's a growing desire to disconnect from digital noise and reconnect with our inner selves. Brands can resonate with consumers by promoting analogue pursuits, mindfulness and simplified technology.

4. Engage Sensory Storytelling: Multi-sensory experiences that engage all five senses create deeper emotional connections and memorable moments. As validated by Julie Booth, chief operating officer of Mercer Labs, New York City’s immersive museum experience, brands that think beyond traditional marketing and explore how to evoke emotion and connection through experiences will find captive audiences. 

5. Human Creativity Reigns Supreme: AI is a powerful tool, but it will never replace human ingenuity. The future of creativity lies in the synergy between human imagination and technological advancements.

6. Bold Brand Showmanship: In a world saturated with content, brands must entertain to capture attention and build mental availability. Bold, creative campaigns that evoke emotion and spark conversation are essential to resonate with consumers bombarded with marketing messages.

7. Embrace and Empower Brand Fandoms: Passionate fan communities own the conversation, but brands can actively participate and co-create meaningful experiences that deepen loyalty and connection. Brand loyalty is evolving into passionate fandoms, and brands can leverage this by understanding and engaging authentically.

8. The Future Is Co-Created: The future is not something to be predicted, but something to be shaped. By understanding consumer trends and embracing the power of human creativity, brands can build a future that is both inspiring and transformative.

You can download your copy of The Future 100: 2025 report here.