未来100强：2025年-金融

F O R E W O R DFor the financial world, 2025 may seem to offer more of the same:economic headwinds, budget-conscious behaviors, and householdsunlikely to feel better off. But appearances can be deceiving, and VML’sThe Future 100: 2025 goes beyond the obvious, offering a comprehensiveguide to the micro and macro trends shaping our world.In this guide, you’ll find 11 of the most important trends affecting financialbrands. For example, consumers start the year with budgets on theirminds, but they aren’t necessarily pulling back on everything. This isdriving a trend toward “Thrift Travel,” which gives financial brands anopportunity to champion a frugal but aspirational mindset withbudgeting tools and spending nudges.This intersects with broader trends in design and marketing, including therise of “Digital Simplicity,” which promotes simple and user-friendlyinterfaces that should help cut through the financial noise in an era ofLikewise, money management is going social, as “Social Hobby Apps” arebecoming a popular way for people to take on life’s challenges together.Financial service providers can take advantage of this mindset by helpingbuild communities around money. Other forces are moving the market in new directions. Millennials nowcontrol 22.5% of global wealth (compared to Gen X’s 23.5%), which isreflected in trends like “Mid-Life Consumerism” and “Trillionaire Dawn.”Financial service providers need to position themselves to enable thisgeneration to take control of and maximize its wealth.Looking further into the future, we are seeing a trend toward “DigitalImmortality,” in which AI and the blurring of physical and digital lines areraising big ethical questions. After all, what happens to someone’s wealthwhen their consciousness can live forever in the cloud?With so much change, it can be difficult to get a true sense of where we’reheading. But since most consumers’ lives – for better or worse – areshaped by financial concerns, The Future 100 can help provide a vitalstarting point for financial brands looking to take on what’s next in 2025.Emma Chiu and Marie StaffordGlobal Directors, VML Intelligencevml.com/expertise/intelligence data overload. 01Digital Simplicity1402Social Hobby Apps1703Grief Tech1904Thrift Travel2105Brand Showmanship2306Mid-Life Consumerism2507Banking Experience Reimagined2708Trillionaire Dawn2909Longlife Careers3110Digital Immortality33C O N T E N T S B YT H E N U M B E R S2025 is set to present a year of paradoxes and oppositions, where brands will needto get comfortable with complexity and meeting needs that are seemingly opposed.Unless otherwise stated, all findings in this report were collected by SONAR™, VML’s research practice, from September to November 2024. 13,961 18+ adult respondents were surveyed in Argentina, Australia, Brazil, China, Colombia,France, India, Japan, Mexico, South Africa, Thailand, the United Arab Emirates, the United Kingdom, and the United States. For methodology see page 271. My life, currentlyMy life, in the futureThe world, currentlyThe world, in the futureTotalGen Z (18-29)Millennials (30-44)Boomers (60-79)Gen X (45-59)Total2024Positivity has declinedsince 2024How positive or negative people are feelingRating of how positive or negative respondents feel about how thingsare going in their own lives and in the world, on a scale of 1 to 10, globalO P T I M I S MI S F R A G I L E ,T E M P E R E D B Y G L O B A L R E A L I T I E S6.85.55.97.07.05.66.07.06.95.66.16.86.75.45.77.06.75.0 5.27.17.25.4 I NT H E M E T A C R I S I S ,A N X I E T I E S O N M O N E Y ,S E C U R I T Y ,A N D C L I M A T E W E I G H H E A V YThe top 10 most pressing issues facing societyPercentage selecting in their top five, global47%41%40%39%39%33%30%24%22%18%10%20%30%40%50% C O N S U M E R SP R I O R I T I Z E E S S E N T I A L S P E N D I N G .H E A L T HI S A K E Y E X C E P T I O NNet consumer spending by categoryPercent spending much or somewhat more, less percent cutting back somewhat or greatly, globalSoft drinksLittle treats/small luxuriesHome décorAlcoholic drinksBig-ticket itemsBeauty/groomingSpending on myselfTraveling for pleasureEating out/entertainmentFashion/clothingRunning a carSpending on my petsDaily travelHome entertainmentPersonal technologyFood/groceriesHealth/wellbeingMaking savings/investmentsUtilitiesSpending on my children-25%0%6%7%13%5%-23%-21%-20%-19%-18%-18%-17%-13%-9%-9%-7%-7%-4% ProtectedPressured P E O P L EA R E S E E K I N G G R O W T H A N D F U L F I L L M E N TFeelings and experiencesWhich of the following would you like to have more of in your life? Percent selecting, globalJoyPeace31%39%28%LovePurpose35%25%Fun andlaughterAdventure37%27%Friendship31% 82%81%78%75%73%73%B R A N D SG E T C O M F O R T A B L E W I T H C O N T R A D I C T I O N SPercent who somewhat/strongly agree with each statement, globalPeople want brands to be honest and down to earth……but also put on a show, and keep them entertainedI prefer advertising that is humbl