Brand tuning for 2025 – the kind of communication that is expected today

This article is available for reading in Trade magazin 2025/6-7.

The Future 100 study summarises the responses of 13,961 consumers in 14 countries to identify the key trends of 2025. Alongside technological progress, more intuitive, people-centred operations will become valuable – be it food, shopping or brand communication.

The consumer of the future is going through a digital detox, eating on a circadian rhythm, shopping for experiences and connecting in micro-communities – it’s worth adapting brand communication to this

Clarity instead of digital noise

VML Future 100 has found that 70% of consumers are planning an information diet: they want to consciously reduce the amount of time they spend in the digital space, while 76% find most websites too cluttered. Brands need to respond to this expectation with clean interfaces and no-frills messaging. The conquest of the Digital Simplicity and Humble Branding trends indicates that simple, authentic brand communication is a value: 82% of consumers are looking for brands that are honest and 81% are searching for brands that are entertaining. Conscious nutrition will reach a new level in 2025: according to the VML Future 100 report, consumers will pay attention not only to ingredients but also to the timing of meals. Circadian Snacking is a trend in which snacks tailored to the daily biorhythm and by this they contribute to a physical and mental balance.

A store that isn’t just a sales space but also offers experiences

In the age of digital fatigue, more and more people desire tangible, relaxing experiences – this is supported by the The Analog Movement trend, which emphasises physical presence, sensory involvement and offline connection. According to the VML report, 69% of people are increasingly listening to their bodies and 46% are consciously cutting down on their screen time. The store isn’t just a space for shopping, but also for slowing down and recharging. Retail environments are becoming experience-based, with book clubs, tasting sessions, creative workshops and community corners being integrated. Meanwhile classic social media platforms are losing their appeal: VML data reveals that users are increasingly turning to smaller, interest-based hobby apps and closed communities instead of impersonal, ad-filled environments.

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Physical and mental longevity

VML Future 100 reports that 2025 will be marked by a desire for a longer and better-quality life. The Longevity Revolution trend isn’t only driven by medical breakthroughs: the FMCG market is also experiencing the demand for everyday products that contribute to a healthy, energetic and stress-free lifestyle. The Somatic Wellness trend is about body awareness and self-observation: 69% of people listen more to their bodies, 44% prioritise sleep and 39% curb their screen time. This is giving rise to new types of FMCG products – ones that aren’t only healthy but also fit into daily routines, such as calming evening drink powders, microbiome-friendly snacks and relaxing aromatherapy snacks. Today FMCG brands need to recognise that consumers aren’t just buying products, but are also looking for value, identification and recognition in their decisions. Brand tuning isn’t about following trends, but about strategic adaptation.