VML hosts Future 100 trend report session

“If Nando’s and Fanta Zero had a baby, what would it taste like?”

This was just one of the questions posed by VML Perth leadership Barry Walker and Andrew ‘Kolby’ Kolb at the agency’s Future 100 trend report launch yesterday.

In an entertaining brekky session, Walker, VML Perth’s Head of Business Transformation and Managing Partner, and VML Brisbane and Perth Head of Strategy, Kolb presented a curated selection of VML’s Future 100 key trends. They introduced the audience to trends including ‘reality shift’, ‘mid-life consumerism’, ‘otherhood’, ‘social prescription’, ‘humble branding’, ‘grief tech’ and more.

The globally renowned Future 100 trend forecast report is now in its 11th year, with Australian data fielded in 2025 for the first time ever.

Walker said: “I’m pretty sceptical when it comes to trends. They’re often abused or misused. The key is to remember that human nature is enduring and seldom changes. Trends don’t offer brands a quick-fix, but approached in a human-first way they can help to create something worthwhile through new experiences, technologies, cultures and communication.”