As 2024 draws to a close, Dr Pardis Shafafi, anthropologist and Global Responsible Business Lead at Designit, offers insights into what 2025 might hold for businesses, technology, and societal dynamics.
Her predictions point to challenges with artificial intelligence, diminishing trust in traditional institutions, and a potential cultural shift in how growth is perceived.
Harmful AI Applications Emerge
Dr Shafafi foresees a rise in issues stemming from poorly developed or misapplied AI systems, particularly in high-stakes sectors such as healthcare, education, and law enforcement. These instances are expected to result in legal complications and systemic failures, with the most vulnerable communities bearing the brunt of these outcomes. The impact of these “bad AI agents” could spur deeper scrutiny of AI ethics and accountability in 2025.
Decline in Trust for Institutions
The erosion of public trust in traditional institutions such as state governments, international organisations, and the media is anticipated to deepen. Shafafi highlights a shift in societal relationships and systemic structures, which may lead to direct action against these entities. This trend could also spur the establishment of new, alternative media platforms and grassroots movements challenging established geopolitical norms.
Expertise over Influence in Marketing
The marketing and communications landscape is predicted to move further away from the dominance of professional influencers driven by consumerism. Instead, consumers may turn to value-driven tastemakers with credentials and expertise in specific areas. Shafafi identifies the growing “de-influencing” trend as part of this shift, where audiences are increasingly sceptical of traditional marketing and look for authenticity and genuine expertise.
Cultural Shift in Growth Perception
The concept of growth, often seen as a cornerstone of business success, is undergoing a rethink. Shafafi suggests that the degrowth movement, rooted in sustainability and activism, may gain mainstream traction in 2025. This cultural shift could also influence industries such as fashion, music, and art. Businesses will likely explore innovative ways to align with this paradigm while continuing to find avenues for profit.
Investments in Women’s Healthcare
Shafafi predicts a rise in investments dedicated to women’s healthcare in 2025, with venture capitalists recognising its significant societal and commercial benefits. The economic incentives for advancing women’s health are expected to become clearer, potentially driving more research and innovation in this area.
Implications for B2B Marketers
The trends outlined by Dr Shafafi reflect an evolving business landscape shaped by societal expectations, technological challenges, and shifting consumer trust. B2B marketers may need to prioritise transparency, align with ethical and value-driven narratives, and adapt to a changing perception of growth to remain relevant in this dynamic environment.
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