VML Greece Presents ‘The Future 100: 2025’ – Global Research on Emerging Trends

VML Greece showcased ‘The Future 100: 2025,’ the annual impactful research conducted globally by VML, which has been a reference point in the communication industry for over a decade. The event held at the Odeon of Athens featured key representatives from marketing and communication sectors who witnessed a presentation by VML Intelligence’s Global Director, Marie Stafford, highlighting representative trends from this year’s report. This edition of ‘The Future 100: 2025’ emphasizes living in an era of contradictions where paradoxes dominate. Public interest focuses on experiences and narratives that evoke positive emotions, with a shift towards human elements both mentally and physically, alongside a search for simplicity amidst societal and economic pressures. Notably, there is a dual reliance on technology while also seeking disconnection from it, and conscious consumption driven by awareness rather than economics. Additionally, Generation Z’s optimism and simultaneous rejection of conventional social norms challenges brands culturally and positionally. Ephie Dikastopoulou, Managing Director of VML Greece & GroupM, stated, “At VML Greece, we see ‘The Future 100’ as a window into tomorrow’s world. We use this knowledge to inspire our clients and help them create strong, authentic brands resonating with today’s audiences.” Two panel discussions moderated by VML Greece Senior Strategist Paulos Vythoulkas featured notable personalities discussing human culture, art, and technology. A drone show by DRNS visually depicted the envisioned future, leaving attendees enthused about technology’s endless possibilities. ‘The Future 100’ is not just a trend report but a unique strategic communication tool spanning eleven years, aiming to define the present with a focus on the future.