Is Delulu the Soululu? VML’s Future 100 Trends Brands Need to Understand

Surrealism was invented 100 years ago this year, pointed out global director of VML Intelligence Marie Stafford to London’s Hijingo bingo space, which was packed with marketers and the marketing obsessed for VML’s Future 100 London event this week. “And just over six weeks into 2025 it feels a little bit like the world's taken it to heart a little bit too much,” she commented, gesturing to the general state of affairs around us.

“The biggest challenge for human health is not illness, it's stress,” she said. “Anxiety is playing a really major role in consumers' lives. And that's because we're calling it a ‘meta crisis’ this year [...] where multiple crises are intersecting and exacerbating one another.”

The result of that is a “year of paradoxes” that brands need to navigate – advancing technology at the same time as people turning away from the digital, science going head-to-head with intuition, consumers looking for brands that act modestly as well as those that play up as the big entertainers. In a chaotic time, people are seeking control, which explains why personal growth and self-optimisation emerged as priorities in VML’s research, Marie suggested.

The Future 100 report is available to download and peruse in full, so the purpose of the event was not to painstakingly pore through the whole thing. Instead, Marie presented four macro themes into which various trends can be slotted:

1. Grounded intuition

2. Liminal realities

3. Extended lives

4. New creative economy

To segue neatly into the first of these, psychotherapist and breathwork facilitator Sophie Spiegler led the audience in a breathing exercise to start from a place of grounding, before Marie introduced the first trend from the report, ‘Somatic wellness’ (83). As the exercise illustrated, there is a sense of wellbeing to be found in listening to our bodies rather than simply reading the data that we are constantly tracking. It’s a rising sense that paying attention to how we feel, not just looking at the numbers. ‘Interoception’ is key to this – sensing what your body is doing. If you’re really good at it, you can even feel your own heart beating in your chest.

But wellness is not just in our bodies, it’s also in our hobbies, said Marie. The global research shows that 84% agree that people are less present these days because of increased technology, and 88% wish that life could be simpler sometimes. And a third of gen z and millennials told VML that they are joining ‘The analogue movement’ (08) these days, picking up more analogue hobbies this year, such as pottery classes over clubbing, urban sketching or board game clubs. The old-fashioned photobooth is even surging in popularity, despite us all having phones in our pockets that take great pictures. “There's something about the process, about the tactility of it, that feels reassuring,” said Marie, “that maybe feels a little bit more authentic than just snapping something and then sticking your phone back in your pocket. Something about the flow of those experiences feels quite a contrast to the fragmented experience that we have in being chronically online.”

People are also taking action on their devices to try and find more grounded intuition in their lives. ‘Digital simplicity’ (11) is one of the more familiar trends in the report this year – the drive to shut down all the distractions on our devices that “assault us on a daily basis,” as Marie put it. Tools like Apple Distraction Control allow us to do this and it’s worth thinking about how your brand could create services that are about stripping back, simplifying, and allowing audiences some much-needed space. The research shows that’s likely to be welcomed.

It’s not just pixels that we’re trying to limit. It’s also all kinds of physical clutter, as people around the world in consumerist societies experiment with a new kind of luxury – ‘Under-consumption’ (67), about which Marie noted there are over 25 million posts on TikTok. And although gen z may be vocal about their urge to de-clutter, VML data suggests a shift to more considered consumption is extending across all cohorts: 69% globally say they are now actively looking to buy or own less “stuff” as a lifestyle choice, a figure that is fairly constant across all age groups.

The drive for simplicity extends to our exposure to other people too. In a world of 8 billion people, ‘Destination solitude’ (22) is looking more attractive to more of us. Globally, 63% of gen z and 59% of millennials say they would enjoy going on vacation alone, meaning that “isolated, majestic, off-grid” spots are in demand. Marie noted that “it's important not to conflate solitude with loneliness.” Solitude is a conscious state sought out in order to reconnect with ourselves, while loneliness is a very real problem the world must address.

The impression that this whole macro theme gives is that people want to be left alone by brands and not pushed to consume more. Which is where a little reverse psychology comes in, in the form of ‘Humble branding’ (37). Look at how Oslo recently advertised itself to potential visitors, or how SURREAL took the low-effort approach to its high-protein breakfast cereal. People prefer advertising that isn’t making grandiose claims.

Three lessons to take away from the discussion on Grounded Intuition:

1. Offer clarity and simple experiences

2. Facilitate mindful engagement and reflection

3. Elevate the everyday

The second macro theme is about many realities which are in the making, thanks to recent technological breakthroughs. “At the same time that we are getting more grounded, we're also giving over our brains to imagination, to flights of fancy,” said Marie. “And in a time when reality feels quite manufactured, people are feeling quite free to make their own.”

Swiping right up to the top of the Future 100, ‘Reality shift’ (01) charts a trend for people attempting to transfer their consciousness to become aware of a desired reality. Shifters use various methods to experience alternative realities, which might be fictional worlds like the Marvel Universe or the Harry Potter stories, or an imagined reality. The phenomenon, which had spawned almost 40 million posts on TikTok as of December 2024 and multiple sub-Reddits, may sound like old-fashioned daydreaming but its proponents say it is more akin to manifesting, as Marie puts it, “willing your reality to change.” Ariana Grande claims to have manifested her lead role in ‘Wicked’ – an ambition she shared on social media way back in 2011. While it may seem like “woo woo,” Marie asserted that “there is neuroscientific research which shows that manifesting something changes the neurons in your brain and makes it more likely that you will subconsciously achieve something.” So maybe the social media slogan ‘delulu is the solulu’ (delusion is the solution) has more to it than unsubstantiated optimism.

That said, if you want to avoid the harsh realities of the world, maybe the dream realm is somewhere you want to visit. ‘Dream tourism’ (17) is now becoming a reality. Hotels are tapping into the rapid-eye-movement sleep stage. Hotel de la Ville in Rome is transforming dreams into works of art in its Dream Portraits offering. Since August 2024, the five-star hotel has allowed guests to opt for a dream recording. An EEG headset is used to monitor brain activity at night and, in collaboration with artist Matteo Nasini, the recording is interpreted into unique porcelain artworks. The Kimpton Fitzroy London debuted its Room to Dream experience in April 2024, inviting guests into a hypnagogic state during which the subject is aware that they are dreaming, and these lucid dreams can be assessed.

The world of hospitality seems to be getting a little delulu too, as the trend for ‘Reality-defining dining’ (44) shows. ‘The Age of Re-enchantment’ report from VML Intelligence found that three-quarters (76%) of global consumers “agree that when something is magical it allows them to escape from the mundane,” while two-thirds “prefer to spend time in places that spark my imagination.” Hospitality spaces are offering menus inspired by synaesthesia that blur the perceptions, cocktails that literally levitate and menus that take you on an adventure down the rabbit hole into a story. “Meals can be a portal to the extraordinary, it seems,” said Marie.

Remember bricks-and-mortar retail? Well, it’s still trying to find ways to reinvent itself and ‘Awesperiential retail’ (61) charts this transformation. Retailers are emphasizing “awesperiences” – immersive experiences that inspire a sense of wonder – to drive footfall and buck a wider downward trend. Consumers are craving sensory and tactile stimulation: 85% of global shoppers say the great thing about physical stores is that stores can engage all their senses, and 84% say browsing in store is the best way to get inspired while shopping. Asian retailers are leading the world here, with huge, immersive installations in China and South Korea showing the world how to make the shopping experience otherworldly.

Getting really sci-fi, Marie next highlighted the idea that Quantum computing has huge potential to solve challenges and the time to start exploring it is now. She gave a nod to Google’s latest Willow chip, which the scientists there say is so powerful that it “lends credence to the notion that quantum computation occurs in many parallel universes.” Just take a minute to absorb that statement. Marie concluded this section: “If science is embracing the idea of reality shifting, who are we to say that it's fanciful?”

Three lessons to take away from the discussion on Liminal Realities:

1. Embrace fantasy and “awesperiences”

2. Offer a sense of agency and control

3. Offer optimism through better futures

After a fascinating panel about ‘What Brands Can Learn from Gen Z’s Manifestation Era’ (quick summary: do not dismiss delulu, it may in fact be the solulu; and we’ve always been visualising our goals, despite the terminology), Marie was back with the third macro theme. Extended lives is an area of thought around how science is pushing the limitations of humanity.

We have been “pushing back death” for what seems like all of humanity’s existence, Marie noted. But it’s worth taking stock of just how far we’ve come on that journey. A recent Stanford report demonstrated that by 2050, up to half of today’s five-year-olds can expect to live for 100 years. Life extension is now being explored by the tourism industry, with ‘Blue zone retreats’ (23) seeking to learn from areas of the world where people live the longest and replicate those life-extension environments for holidaymakers.

With lifespans extending, ageing is more than overdue a rebrand. Which is why ‘Aspirational ageing’ (32) is emerging. Brands have a longstanding obsession with youth. Their strategy in broad terms is to target young people, ignore anyone over 50 – and 65% of people globally perceive this as the case. But a quiet revolution is gathering pace, which goes beyond tokenistic efforts such as fashion magazines dedicating a single issue to older people. Now brands are changing tack. Senior demographics are where real wealth resides. The assumption that everyone wants to be young is getting old. And it’s not as lucrative an assumption as it once was.

That said, skin is still the most obvious indicator of someone’s age. And ‘Skinjuvenation’ (100) is a booming area. Science is starting to crack the code of age as research leads to products and treatments that could eliminate the ‘zombie cells’ which accumulate along with age and secrete harmful chemicals. Female-founded startup OneSkin, based in California, is developing topical anti-senescence skincare products that work at the molecular level. The company has patented a peptide ingredient called OS-01 that is said to ward off senescent cells and rejuvenate skin from the inside out, reversing its biological age. In November 2024, the company secured $20 million in Series A funding aimed at accelerating growth.

We are all on the road to becoming ‘Augmented humans’ (91), using technology to extend our physical capabilities. Products such as powered trousers that allow you to walk faster or jackets that can withstand extreme temperatures. “There's a whole host of clothing that we can now put on that up level our physical capabilities,” said Marie. “And this stuff's not just for athletes or people working in certain types of jobs. This is about better mobility for everyone.”

In 2025, let’s reacquaint ourselves with a trend that never quite trended. Yes, it’s time for ‘Smart glasses 2.0’ (17). This time much less clunky and hopefully less creepy, the new generation of this wearable tech promises a “layer of omniscience” overlaid on reality, an "extension of our senses,” if you like.

Back to the future again. It’s time for the ‘Robot redux’ (14). Tech brands such as Tesla and Apptronik suggest that soon™, every home will have a robot. Which is interesting/disturbing/exciting (delete as appropriate) when you combine that with the insight that 44% of gen z can see themselves in a ‘Her’ situation of falling in love with an AI.

‘Digital immortality’ (92) beckons in 2025. In fact, people are transcending death more and more frequently. Posthumous performances by actors such as Ian Holm in ‘Alien: Romulus’ are becoming more common. Michael Parkinson has been hosting a podcast posthumously, thanks to AI voice technology, and Elvis “is back in the building,” quipped Marie, as a hologram performing in London. And it’s not just for celebrities. ‘Grief tech’ that allows for recreating lost loved ones in various ways is on the rise, while mind uploading – transporting a person’s consciousness onto a computer – is another area that scientists and philosophers are investigating. Maybe the “digital afterlife is coming for all of us,” suggested Marie.

Three lessons to take away from the discussion on Extended Lives:

1. Reframe narratives on ageing

2. Offer paths to growth and self-optimisation

3. Support the quest for healthspan and longevity

Thanks to the technologies that are now accessible to so many of us, there is the potential for more participation in creativity than ever before. But with so much creation going on, curation is needed more than ever. Meet the lucrative ‘Curator economy’ (13). A painting of the English computer scientist Alan Turing, considered the “father of AI,” sold at Sotheby’s New York in November 2024 for more than $1 million. The artist was an AI-powered humanoid robot called Ai-Da. Simultaneously, our feeds are becoming flooded with “AI slop” like Shrimp Jesus. Marie suggested that human curators are needed to help us “sift the bland and the bizarre from the brilliant.”

Speaking of AI slop, humans are already getting sick of AI’s hand being too obvious in creative works. ‘The Last Screenwriter’, written by ChatGPT had its premiere pulled last year after backlash against its artificial origins. And there is a similar backlash playing out over ‘The Brutalist’ reportedly using mild AI tools to polish up Hungarian accents in the movie. It seems clear that the ‘Made by humans’ (39) label will increase in value as AI’s proliferation continues.

A robust, balanced, and clear mind is a much-valued asset. That’s why so much of the rapidly expanding wellness market is geared toward cultivating emotional health. Now evidence is mounting that people can derive real mental wellbeing benefits from community-based activities – even more so when such actions involve helping others. This is leading to ‘Social prescription’ (86), experiences prescribed instead of drugs or ‘treatments’ as we would know them.

While some want their brands to sit down and be humble, others are looking for ‘Brand showmanship’ (34). Launched at Cannes Lions 2024, the Extraordinary Cost of Dull research project revealed more than half of adverts tested as dull, triggering no emotional response whatsoever. VML data also reveals 72% agree that very few brands really stand out as different – they’re all pretty much the same. “Worst of all, there is a cost associated with this,” said Marie. “To deliver impact with these less engaging ads and campaigns, you need to spend at least 7% more to cut through. So there is a hard value to creativity.” 

The good news is that the tools for brands to deliver that showmanship will be more accessible in the future. Thanks to the ‘World-conjuring tech’ (97) that is emerging, we will soon be able to simply speak ideas into reality. There are three innovations to watch:

1. Photorealistic software such as Runway and Grok AI

2. Spatial computing devices such as Apple Vision Pro

3. AI agents

The same technology will also transform storytelling, making it more interactive and personalized, pointing to opportunities for brands.

‘Quantum utility’ (99) is near. In the next few years the potential of speeding up calculations will make it possible for brands and their collaborators to test vast numbers of different possibilities. “Once we're in this reality, we'll be in a much better position to creatively solve problems, to shape those better futures that that people are kind of hoping for,” said Marie.

Three lessons to take away from the discussion on New Creative Economy:

1. Foster and champion human ingenuity

2. Emphasise humanity in the creative process and be upfront on use of AI

3. Embrace world-conjuring and take people on immersive journeys

Last year’s annual trend report from the agency network resulted in creative work that built on the trends it showcased, VML UK chief executive officer Pip Hulbert flagged, shouting out both Canon and Sela for experimenting with sensory technology alongside the agency in 2024. With 100 more trends to apply to its clients’ brands, let’s watch how VML navigates them through 2025.