Dentsu Launched Our New Consumer Vision Study: Mothers of Reinvention

While looking at the future, this platform provides a compass that our clients can use now to start preparing for what's ahead. It identifies the existing market signals that will increasingly shape the business context, it outlines the challenges that will emerge as a result, and it suggests some of the ways in which brands can get ahead and become future ready.

This report, titled Mothers of Reinvention, is the third edition of Consumer Vision, following in the footsteps of The Age of Inclusive Intelligence (published in 2021) and The Era of the Insight-to-Foresight Pivot (published in 2024). Some of the predictions outlined in both of these studies became a reality sooner than we expected, which is a testament to the soundness of our approach.

For instance, in The Age of Inclusive Intelligence, we speculated that before 2030 we may see the first brain computer chip implant and in January 2024, Neuralink announced human trials to that effect had already begun. In The Era of the Insight-to-Foresight Pivot, we spoke about customized reality - the notion that consumers would increasingly want to see technology overlay information on the physical world that surrounds them - and in just a couple of years since the publication of that report, the global smart glass revenue has reached $2.46 billion. In the same report, we predicted that the progressive trend of non-Western culture becoming mainstream as a result of big demographic shifts would reach its tipping point. In 2025, K-Pop Demon Hunters, a Korean-inspired animation musical, became the most watched Netflix film ever and Demon Slayer: Infinity Castle, a feature length anime produced in Japan, topped Superman 2025 and The Fantastic Four: Next Steps, the tentpole DC and Marvel global box office releases for the year.

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