Trends for 2025: The Age of Entertainment

We asked twelve professionals from the communications, marketing and advertising sector about the trends that have caught our attention the most in recent times and their answers have helped us anticipate what awaits us in 2025.

Sir John Hegarty addressed the criticism of the effectiveness of current advertising in Uncensored CMO. He mentions that “only a small percentage of advertising is actually effective, which raises the need to improve and reinvent the way advertising is approached.” Instead of obsessing over metrics and data, Hegarty suggests that brands should “focus on creating meaningful experiences that resonate with the audience.”

In recent years, access to data and the development of metrics allowed us to have more tools to understand whether the messages we were designing were connecting correctly with our audiences and achieving the impact that brands needed for their businesses. But, obviously, it is not about getting lost in numbers, but rather we need to be very attentive to the human dimension and to what people expect from a brand. This can be solving a problem, making something easier for them, connecting them with others or simply generating a moment of distraction and enjoyment.

I think it's important that we can combine the benefits that data brings us with what has always characterized our industry, which has to do with the more creative side and the fact of telling stories. That's what truly connects us with people. While it's true that entertainment appears in much of the content we see today, it's not necessarily a territory that all brands need to explore or that's right for them. Brands need to find that space where they can generate value and connect with their users without feeling fake . Design experiences that achieve a concrete impact on people's lives and provide them with something meaningful.

Creating meaningful experiences means going beyond the transaction. It means using both metrics and technology to meet user expectations, offering them greater personalization and a different proposition. Artificial intelligence, for example, should give us the flexibility and fluidity to enable millions of customers to establish a unique relationship with a brand. This requires brands not only to collect data, but also to actively listen to understand the true needs of users in real time. Beyond entertainment, we are at a time when brands, instead of simply transmitting or personalizing messages, will be able to engage in unique conversations with their audiences