Mindshare Trends 2025

We’re thrilled to announce the launch of Trends 2025, marking 11 years of tracking the dynamic evolution of media, technology, and consumer behavior.

This year, we spotlight five transformative trends shaping the future, alongside practical insights for implementation.

• Search Party: The Search Party's just getting started - get ready for seismic change in the search landscape.
• Enter the Assistant: Generative AI - From hype to help.
• Immerse Me: Immersive technology offers more possibilities and impact than ever for branded media experiences.
• Retail Media: The Retail Media propsition expands and matures in data, technology and creativity.
• Fan-tastic Fandoms: Fandoms are no longer just passionate audiences; they're the powerhouse driving cultural trends, shaping conversations and influencing what we buy. 

Enter the Assistant challenges us to think about the broader impact of chatbots and assistants on media – how we interact with our devices and how we work as an industry. We also go deeper into specific topics this year, some of which are on a fast track to reinvention, like Search Party and Retail Media. These can’t really be referred to as ‘channel’ trends anymore, as in true Messy Media fashion they are becoming increasingly intertwined into the media mix. Our brains will certainly need some rewiring as media horizons expand. Fan-tastic Frontiers and Immerse Me also present us with more forward-thinking approaches to marketing, by forging deeper connections with consumers. The boundaries of media are truly being pushed.

The trends mentioned here represent a powerful opportunity for brands to forge deeper, more meaningful connections with their audiences. By embracing innovation and experimentation, brands can not only navigate this changing landscape but thrive within it.