Tomorrow’s Commerce
25 predictions and possibilities for 2025 and beyond
Foreword
Welcome to Tomorrow’s Commerce, where we set out how brands and retailers can start to plan for future success, today.
How can we be certain what the future of commerce looks like? We can’t, of course. But by drawing on a combination of original, award-winning research, real-world commerce experience and strategic expertise supporting brands globally, we feel in a strong position to have a good guess.
For this report, we’ve drawn on powerful data from The Future Shopper and Future 100 studies, plus the brainpower of VML experts worldwide, to identify 25 trends we believe are most likely to influence the future of commerce in 2025 and beyond. We’ve presented them across five broad categories – Humanity, Technology, Channels, Logistics and, to round things off, included a few more fantastical forecasts for the far-flung future. For each trend, as well as looking forward, we’ve also brought things back to show how you can apply the insights to the now and near future of your business.
Introduction: Exploring the Evolving Consumer
Tomorrow’s Commerce is all about understanding tomorrow’s consumer. We already live in a world where the consumer is the product, where success depends on meeting customers’ needs and expectations at every step. As technology continues to empower people with more choice and agency in how and what they buy, that will only become more apparent.
In this report, we will explore how tomorrow’s consumers will seek out ever-greater convenience, expect everincreasing levels of personalization, prioritize authentic connections, transparency, and value-driven purchasing, and continue to immerse themselves in technology, while being more mindful of its impact on their habits, their health, and their humanity.
From this consumer-first perspective, we will unpick how all of this might play out in emerging commercial trends –some seemingly far-fetched, some already within touching distance. But all of them worthy of attention for forwardthinking brands that understand the importance of planning now to win the future. Enjoy.
Beth Ann Kaminkow
Global Chief Commerce Officer
Special thanks to our key contributors: Hugh Fletcher | Minos Makris | Naji El-Arifi | Jon Bird | Lindsey Yoselevitz
1. Humanity: Hearts & Heads
The Big Picture: As commerce continues to digitize, a sense of humanity becomes more important, sometimes in the experience itself, other times by putting the consumer in control.
Creative Commerce: The Human Touch in a Transactional World
Consumers crave engaging and entertaining shopping experiences, not just frictionless transactions.
So, how can brands inject creativity and playfulness into the shopping journey to capture attention and build deeper emotional connections in an increasingly automated world?
The future of commerce is hurtling towards hyper-efficiency. AI-powered search, one-click purchasing, and lightning-fast delivery are becoming the norm. Consumers want to move from inspiration to purchase as quickly as possible, placing speed and convenience above all else. We call this Compressed Commerce. They are even willing to outsource purchasing decisions entirely to AI.
However, this relentless focus on functionality risks stripping the joy out of shopping. Consumers, at their core, are human beings who want to be entertained, not just served. And today there’s a clear shift towards spending time and money on what matters most, prioritizing passions, relationships and experiences – aka ‘Passionomics’.
This desire for engagement presents a significant opportunity for brands – online and offline. While 64% of consumers find online shopping uninspiring, 60% wish physical stores were more immersive, futuristic and creative. A big driver of shopping for generations has been social, a past-time, seeking inspiration and a mood lift or way of connecting with friends and family.
So, against a backdrop of transactional efficiency, creative commerce experiences will stand out like beacons of interest and intrigue. Imagine interactive product configurators, personalized AR experiences that blur the lines between physical and digital, gamified loyalty programs, and physical spaces that ignite the imagination. (In fact, you don’t have to imagine – much of this is happening in China already). Creativity is the ying to AI’s functional yang.
So what?
■ In a world of increasing automation, creativity becomes a powerful differentiator for brands.
■ Engaging and entertaining shopping experiences, online and offline, foster deeper emotional connections with consumers.
■ Creative commerce can drive increased loyalty and advocacy in a service-driven market.
Next steps
■ Collaborate with our Retail Innovation team via Ivan Mayes to develop immersive and futuristic physical and digital shopping experiences.
■ Contact our Experience Design team via Stephen Moody to inject creativity and playfulness into your commerce strategy.
■ Partner with Michelle Baumann in our Commerce Strategy team to identify opportunities for gamification and interactive engagement within your customer journey.
■ Speak with Charlie Wade about how our VML Live team can design experiences for buying, sampling, and launching new products.
64% of consumers globally wished brands and retailers would make the online shopping experience more entertaining.
60% of consumers wish physical shopping experiences were more immersive and futuristic.
Premium Automation: When Human Means High-End
It’s easy to get caught up in the allure of automation and artificial intelligence. Undoubtedly, they’ve earned their place, but can they truly replace the irreplaceable: genuine human connection?
So, just how can brands retain or inject a genuine sense of empathy, creativity, critical thinking, and true connection with consumers?
We are witnessing a powerful shift, a yearning for authentic interaction. A striking 58% of US consumers now place a premium on experiences that prioritize real human interaction. This isn’t just a fleeting trend; it’s a fundamental human need.
More and more, consumers crave the warmth and empathy that only another human being can provide. They’re seeking connection, not just convenience.
Smart brands are recognizing this shift and finding innovative ways to blend the efficiency of cutting-edge technology with human connection. They understand that incorporating the human element isn’t just a nice-to-have, and that it elevates the entire experience. And by strategically integrating the human touch into key areas, businesses can create truly premium experiences that justify a higher price point and foster deeper consumer loyalty.
So what?
■ Don’t let the advances of AI obfuscate or relegate the value of human connection.
■ The latest tech may present an attractive business case, but consider how it can help connect with consumers.
■ New premium service tiers can be introduced for consumers, retaining human touch.
Next steps
■ Consider where humans can be best deployed to realize the value of connection (think elevated customer support, personalized onboarding, proactive account management, financial planning, etc.).
■ Connect with our CX experts via Ben Geheb to evaluate opportunities to create premium automated service tiers.
■ Pilot premium automation programs to understand willingness to pay extra for a ‘concierge’ experience.
■ Use AI to augment and inform this higher touch human connection.
Human interaction matters, and 82% of US and 74% of non-US consumers want more in the future.
Almost 60%
of consumers in the US admit that human communication with customer service representatives (CSR) plays a crucial part in their purchasing journey, both in online and offline modes.
Hacking the Hive Mind: Harnessing the Power of Collective Commerce
Forget controlled corporate identity – some brands are letting consumers run the show, voting with their wallets and actions on everything from products to company values.
So, what parts of your business would you be prepared to cede control of to consumers – and to what advantage?
From a marketing perspective, the consumer power grab over brands started with digitization. Buoyed by endless choice, the collective power to make or break brand reputations on social media, consumers have gradually rejected the gloss and hardsell tactics of traditional marketing. The inbound strategies that have replaced them – come buy, if you like – are founded on consensus, dialogue, and giving people what they want.
But we’re already seeing the logic of ‘consumers in control’ pushed much further, from community-owned digital fashion companies to pioneering examples of “open-source brands” in China where consumers collectively own and direct the brand’s intellectual property. Another example is ‘on-demand commerce’, where vendors manufacture goods on short production runs based on the most up-to-date purchasing trends available – fast fashion for instance.
Such bold experiments in corporate democracy, where everything from product development to ethical stances is determined by community consensus, are redefining what a brand can be in the modern age. The rewards are unprecedented levels of consumer engagement and loyalty – your consumer base is invested in your business in the most literal sense. But it also introduces some fascinating challenges, such as how to maintain a consistent identity in the midst of the changing preferences, how to accommodate conflicting priorities, and how to steer consensus towards genuine commercial success. As history shows, democracies don’t always tend towards the soundest options.
63% of consumers prefer brands that connect with a purpose beyond simply selling products or services.
So what?
■ Traditional brand management structures need to be fundamentally reimagined.
■ Success depends on building robust systems for community governance and decision-making.
■ Brands must become comfortable with surrendering control to their consumer base.
Next steps
■ Audit your current brand governance structure to identify opportunities for democratic control.
■ Develop platforms and processes for community-led decision-making.
■ Connect with Charlie Wade to explore frameworks and partnerships for democratic brand management.
■ Pilot small-scale community ownership initiatives to test democratic brand principles.
64% of consumers seek to purchase from brands with ethical labor practices.
62% are more likely to buy from companies that advocate for diversity and social issues.
Avatar Adventures: Activating Alternate Online Identities
Consumers no longer just live in the physical world; they are creating separate digital identities with different personalities, friends, and even shopping habits.
So, how can businesses and brands harness these double lives to cater to new consumers whilst also identifying new revenue opportunities?
In an era where digital existence is becoming as significant as physical reality, consumers are increasingly living dual lives – one in the physical world and another entirely different existence online. This isn’t just about having a social media presence; it’s about maintaining completely separate identities, with research showing that 24% of US consumers want to have an alternative digital identity in the metaverse, and 76% reporting meaningful friendships that exist purely online. These parallel existences aren’t just about escapism; they’re about exploration, identity, and belonging.
The maturation of digital spaces and the increasing sophistication of virtual worlds is accelerating this trend, allowing users to build entire alternative lives, complete with different careers, relationships, and social circles. This digital-physical split presents unique challenges for brands, as the same consumer might maintain entirely different purchasing patterns and brand preferences across their various identities. It’s a transformation that goes far beyond gaming avatars or social media personas, fundamentally changing how people express themselves and interact in digital spaces.
So what?
■ Brands need to recognize and cater to multiple identities of the same consumer.
■ Traditional demographic targeting becomes less relevant as digital identities transcend physical characteristics.
■ Privacy and data management strategies must evolve to handle multiple identities.
Next steps
■ Connect with Naji El-Arifi to explore the opportunities of this virtual world trend.
■ Conduct digital identity mapping to understand how your consumers present themselves across different platforms.
■ Develop marketing strategies that acknowledge and respect identity fluidity across physical and digital worlds.
55% of gamers consider looking good in-game as crucial as real-life.
52% of gamers would be just as excited to take part in a virtual concert as going to a real-world event.
41% of gamers consider their avatar to be a part of their identity.
The Future of Feedback: Beyond the Five-Star System
Ratings and reviews will evolve far beyond simple star systems, becoming dynamic, personalized, and multi-dimensional.
So, how can your business prepare for a future where consumer feedback is richer, more influential, and integrated throughout the entire customer journey?
In today’s eCommerce landscape, ratings and reviews are essential. People trust other people’s opinions. Our recent Future Shopper survey highlighted the crucial role of reviews, revealing them to be the most important content for online shoppers. But what will this vital feedback mechanism look like in 20 years? Forget scrolling through pages of static text; AI-powered aggregators will curate personalized summaries, highlighting the most relevant feedback based on individual preferences and past purchases. (Amazon is already piloting this approach).
Imagine asking, “Is this jacket suitable for hiking?” and receiving a concise, AI-generated response drawing insights from hundreds of reviews by outdoor enthusiasts. Beyond text, expect rich media reviews: video testimonials, 3D product scans with user-annotated details, and even AR try-on experiences shared by other consumers.
Authenticity will be paramount. Blockchain technology will verify reviewer identities and combat fraudulent feedback, fostering trust and transparency. Decentralized, community-owned review platforms will emerge, rewarding users for contributing high-quality insights. This evolution will extend beyond individual products to encompass entire brand experiences. Imagine leaving feedback not just for a specific item, but for every touchpoint in the customer journey. Real-time sentiment analysis will track emotional responses during virtual shopping trips, providing brands with instant feedback. Reviews will become interactive conversations, fostering deeper engagement between brands and consumers.
So what?
■ Businesses must adapt to the evolving landscape of consumer feedback.
■ Ignoring the shift towards richer, more personalized reviews will put brands at a disadvantage.
■ Embracing the future of feedback powered by AI can unlock deeper consumer understanding and drive enhanced brand loyalty.
Next steps
■ Connect with our Customer Experience team through Ben Geheb to explore strategies for leveraging AI-powered review analysis and personalization.
■ Contact Jason Schlosser and collaborate with our Technology team to investigate the potential of blockchain for enhancing review authenticity and transparency.
■ Partner with our Innovation Lab via Ivan Mayes to experiment with immersive review formats like AR and 3D product experiences.
Ratings and reviews are currently the most important content for online shoppers.
92.4% of consumers use reviews to guide most of their purchasing decisions.
2. Technology: Connecting & Disconnecting
The Big Picture: As the commerce experience becomes increasingly virtualized and AI-driven, it’s important to draw the line between what tech adds value and what tech becomes overbearing – including understanding how to capitalize on consumers’ increasing desire to occasionally disconnect.
The AI Content Revolution: What Value
Authenticity Today and in the Future?
A revolutionary shift in consumer attitudes may be reshaping the content landscape, with our research revealing a startling truth: nearly half of consumers don’t care whether humans or AI create their content.
So, with growing acceptance of AI, what’s stopping you from exploring and unleashing the power of AI for all your content?
This isn’t merely acceptance – it’s potentially a fundamental normalization of artificial creativity, where AI-generated content is viewed as just another production tool, like photography or digital design. The transformation is particularly evident in China, where influencers openly embrace AI to maintain engagement while dramatically increasing their content output, ushering in an era of “hybrid reality” where human and AI-created content seamlessly coexist.
However, this growing comfort with AI-generated experiences presents both opportunities and challenges for brands. While it enables “always-on” content creation and real-time adaptation based on consumer response, it also raises concerns about the emergence of “consumer dumb terminals” where audiences become passive receivers of algorithmically optimized content.
The critical challenge for brands in this AI-mediated future will be maintaining meaningful human connections while leveraging the powerful capabilities of artificial creativity, ensuring that the convenience of AI doesn’t come at the cost of authentic engagement.
So what?
■ Traditional content creation models will need complete reimagining.
■ The speed and scale of content production will increase exponentially – particularly so on marketplaces where content is forever honed to sell a product online, with Gen AI systems capable of creating or optimizing content autonomously.
■ Brands must balance AI efficiency with meaningful human connection.
Next steps
■ Get in touch with Mark Deal to audit your current content creation process and identify AI integration opportunities.
■ Develop guidelines for maintaining brand voice across AI-generated content.
■ To explore AI’s role in winning on the digital shelf – in particular marketplaces – through content, connect with Gemma Spence.
■ Connect with Helmut Rieder to explore generative AI capabilities in WPP Open’s Commerce Studio.
48% of consumers are not worried by the fact that content could be AI-generated.
60% of consumers report they would still trust businesses that use AI.
88% of businesses claim to already use AI for content management.
AI-to-AI Commerce: When Algorithms do the Shopping
Welcome to the dawn of AI-to-AI commerce, where your personal shopping assistant might never need to interact with a human at all.
So, what’s the business implication and opportunity when your audience is truly algorithmic?
Today, sophisticated AI agents are evolving beyond simple automation, creating an entirely new commercial ecosystem where artificial intelligences negotiate, compare, and transact with each other at lightning speed. Already emerging in the East through platforms like JD.com, these systems can simultaneously evaluate thousands of options, considering everything from prices and delivery times to carbon footprints, all while operating at a pace that human minds simply cannot match.
This revolutionary shift is forcing a deep reimagining of traditional retail strategies, as businesses grapple with the challenge of appealing to algorithmic customers rather than human ones. When your target audience is AI, concepts like brand loyalty and emotional appeal need radical redefinition, leading to the emergence of ‘AI-friendly’ pricing strategies and ‘algorithm-optimized’ product descriptions.
It’s a brave new world of commerce where machines speak to machines, raising fascinating questions about how brands will build preference when their audience is purely algorithmic, and how these AI systems might learn to game each other in this high-speed digital marketplace.
So what?
■ Traditional marketing and sales approaches become redundant when selling to AI.
■ New strategies needed for building brand preference among algorithmic buyers.
■ Commerce speed and efficiency will increase dramatically, but at the cost of human touch.
Next steps
■ Begin developing your AI retail agent strategy – connect with Jason Carmel
■ Create frameworks for AI-to-AI commerce protocols and ethics.
■ Get in touch with our Connections team through Heather Physioc to adjust channels such as SEO to prepare for AI agents.
■ Pilot AI agent programs to understand how algorithmic customers behave.
15% of consumers currently use machines to automatically order products on their behalf.
41% of consumers would let an AI organize their lives, including what to buy.
40% would let an AI handle their food shopping, including delivery and payment.
Deal-Making Done Digitally: AI Proxies and
the Future of Procurement
Need help getting deals over the line? AI-powered bargaining bots will boost B2B buying power and lead to more harmonious and productive supplier-client relationships.
So, what does your business need to do to adapt to a world where AI agents will increasingly represent your customers?
The emerging field of cognitive procurement technology already promises B2B buyers AI-powered support for the full source-to-pay (S2P) cycle, from identifying new suppliers and spend optimization through to monitoring compliance with purchasing policies and automating payments. But where AI has so far failed to make much impact is in the nitty-gritty of negotiating contracts, terms and prices. That could soon change.
Rule-based automated negotiation agents have been around for some time. Great at things like compiling complex pricing structures or contract terms at speed, the problems come when there’s a need for compromise and concession. To a machine, rules are rules. A bot has its goals and sticks hard to them.
But drawing on the principles of Gen AI, a new generation of AI proxies are finally mastering the delicate dance of negotiation. By being trained on millions of examples of successfully brokered deals, AI bots are learning the cut and thrust of give and take, how to balance priorities, and keeping a bigger picture in mind.
In the future, buyers (and sales teams) will be able to train their own AI agents, allowing them to mirror their styles and personalities in negotiations. This will allow teams to negotiate simultaneously in multiple places at once, striking deals at speed and without the anxieties and errors that can lead to sub-optimal outcomes for both sides. Alternatively, AI proxies could negotiate throughout a partnership in a process of continuous mutual optimization.
So what?
■ The line between human and AI interaction will become increasingly blurred.
■ AI negotiation proxies could achieve better deals and outcomes for buyers and suppliers.
■ Businesses need to prepare for a future where they may be negotiating with AI representatives of their customers.
Next steps
■ Evaluate the potential impact of AI negotiation proxies on your pricing strategies.
■ Develop protocols for identifying and engaging with AI proxies in customer interactions.
■ Connect with our AI Ethics experts via Daniel Hulme to explore the implications of proxy negotiations.
■ Pilot an AI negotiation assistant program to understand the technology’s capabilities and limitations.
64% of deals were closed by Walmart’s chatbot in an AI negotiation pilot, for an average 1.5% cost saving (up to 3% in the roll-out).
83% of suppliers interviewed after the Walmart pilot endorsed chatbot negotiations.
Collective Digital Experiences: When Virtual Gatherings Rival Reality
The digital revolution is radically reshaping how we experience collective moments, with our research revealing a seismic shift in preferences, with over half of gamers now favoring online gatherings.
So, how do you create, nurture, and monetize your virtual collective?
Virtual concerts are generating as much excitement today as their real-world counterparts. These aren’t just simple digital meetups – they’re evolving into rich, multi-faceted experiences that transcend physical limitations, allowing participants to simultaneously experience events from multiple perspectives and interact in ways that would be impossible in the real world.
The commercial implications of this transformation are staggering, as demonstrated by groundbreaking events like Fortnite’s Travis Scott concert and China’s Honor of Kings virtual festivals, which attract millions of concurrent participants. These digital gatherings are creating entirely new forms of social commerce, where collective experiences drive purchasing decisions and brand engagement in unprecedented ways.
However, as these virtual spaces become increasingly central to our social and commercial lives, brands will need to grapple with crucial questions about digital inclusion and the future role of traditional communal spaces in our increasingly digitized world.
So what?
■ Digital collective experiences are becoming as valuable as physical ones.
■ Traditional event and experience design needs fundamental rethinking.
■ New opportunities are emerging for social commerce in virtual spaces.
Next steps
■ Audit your current digital experience offerings against collective participation metrics.
■ Develop strategies for creating and monetizing shared digital experiences.
■ Connect with our Experiential team through Charlie Wade to explore virtual gathering capabilities.
■ Pilot collective digital experiences that blend commerce, entertainment, and social interaction.
89% of consumers globally identify as gamers.
53% of gamers express a preference for participating in collective experiences online, compared to 21% who do not.
52% of gamers would be equally enthusiastic about attending a virtual concert compared to a physical one.
The Disconnect Economy: Monetizing the Need for Unplugging
Consumers are increasingly seeking refuge from digital overload, creating a market for experiences that prioritize real-world engagement, relationships and mental well-being.
So, how can your business tap into the growing “disconnect economy” offering premium experiences that cater to the desire for digital detox and mindful engagement?
In today’s hyper-connected world, many consumers are feeling overwhelmed by the constant barrage of digital stimulation. The allure of “switching off” has become increasingly powerful, driving demand for experiences that prioritize real-world connection, mental well-being, and a break from the digital noise. This isn’t just about escaping technology entirely; it’s about finding balance and creating intentional spaces for disconnecting and recharging. This trend is manifesting in various ways, from the rise of “quiet clubs” and silent cafes to the growing popularity of digital detox retreats and wellness experiences. Consumers are actively seeking opportunities to unplug, recharge, and reconnect with themselves and the physical world.
This desire for disconnection presents a significant opportunity for businesses. By offering premium experiences that cater to this need, brands can tap into a growing market segment willing to pay for the privilege of unplugging. This could involve creating dedicated “digital detox zones” within retail spaces, offering curated wellness packages that combine physical activities with mindful disconnection, or designing unique analog experiences that foster real-world engagement and social interaction.
However, it’s crucial to consider the ethical implications of monetizing disconnection. Ensuring equitable access to these experiences and avoiding the creation of a “digital divide,” where only the affluent can afford to unplug, will be essential for responsible and sustainable growth in the disconnect economy.
So what?
■ A new market is emerging for experiences that prioritize disconnection and mental well-being.
■ Businesses can create new revenue streams by catering to this growing demand.
■ Ethical considerations around accessibility and equity are crucial for responsible growth in this market.
Next steps
■ Assess opportunities to incorporate “disconnect experiences” into your business model.
■ Develop premium offerings centered around digital detox and mindful engagement.
■ Connect with our Experiential team through Charlie Wade to explore strategies for creating compelling offline experiences.
■ Consider the ethical implications of commodifying disconnection and develop strategies for equitable access.
58% of global consumers feel overwhelmed by technology and are drawn to digital detoxes.
51% of global consumers feel stressed by the constant stream of digital trends.
65% of consumers now prioritize wellness, directly influencing their purchasing decisions.
3. Channels: Communications & Commerce
The Big Picture: One of the leading tenets of business is to be where your customers are, and that means supporting an ever-evolving, ever-demanding base on a growing number of channels. But while new opportunities and approaches emerge seemingly every day, many brands and retailers would be wise to focus rather than fragment their efforts.
Moving Beyond Omnichannel: The Future Belongs
to Optichannel
In the near future, “optichannel” marketing will be defined by strategic channel selection and personalized customer journeys.
So, how can your business develop a strategic “optichannel” approach that maximizes impact and strengthens customer relationships?
The concept of “omnichannel” – aiming for presence on every available marketing channel – is already, arguably, becoming outdated. It’s certainly difficult to achieve since few businesses have the resources to be omnipresent across channels. The future belongs to “optichannel” – a more focused, strategic, and pragmatic approach based on optimizing around the channels that make the most sense.
This means making deliberate choices about where to engage consumers, not simply trying to be everywhere. This also marks a new level of personalization. Through a combination of data, technology and the human capacity for building connections, optichannel will enable brands to understand each customer’s preferences and context so deeply that they can deliver the right message at the right time on the right channel.
To date, personalization has largely worked by brands spreading their bets – segment audiences into different cohorts, and try to reach them all with differentiated messages across as many channels as you can. But consumers increasingly expect experiences that reflect their individual preferences, habits and histories. They believe AI can deliver, and are open to sharing their personal data if it gives them the right time, right place, right offer/message experience they crave.
For brands, technologies like AI promise to make this incredibly granular level of engagement and delivery feasible, both logistically and cost-wise. The key to a successful optichannel approach will lie in the quality of the data available, which in turn will depend on the strength of customer relationships.
So what?
■ Businesses should move beyond the “omnichannel” mindset and embrace a more focused approach to channel selection strategy.
■ Start by selecting channels by testing and learning, failing fast and optimizing toward fast-moving metrics. Track and benchmark ROIs against different tactics to continue to improve.
■ Data-driven insights and consumer understanding will be essential for effective “optichannel” marketing.
Next steps
■ Connect with Michelle Baumann to develop a data-driven “optichannel” roadmap tailored to your business goals.
■ Collaborate with our Customer Experience team via Mike Rokes to map customer journeys and identify optimal touchpoints.
■ Partner with our Analytics team through Neal Balar to measure and optimize the performance of your “optichannel” strategy.
47% of brand leaders agree there are too many channels for them to manage effectively.
33% of brand leaders point to budget as the biggest barrier to high performance across commerce channels.
28% point to readying for future channels as the next leading barrier.
Beyond the Banner: Connecting with the Conscious Consumer of Tomorrow
Gen Alpha (aged 6-16) demands authentic, integrated brand experiences, not intrusive advertising.
So, how can your business build genuine connections with Gen Alpha, seamlessly integrating your brand into their digital world?
Traditional advertising is dead to Gen Alpha. Growing up in a digitally saturated world, they filter out interruptions and expect seamless brand messaging in their experiences. Forget banner ads and disruptive pop-ups; think interactive product placements within their favorite games, personalized recommendations from trusted influencers, and branded educational content subtly woven into their online learning platforms.
Gamification, interactive engagement, and values-driven marketing aligned with social impact will be key to capturing their attention. Gen Alpha responds strongly to authenticity and peer influence, making user-generated content and micro-community engagement crucial for building credibility and driving organic reach.
For brands, reaching this generation requires a fundamental shift in mindset away from paid media to earned media. Put simply, you can’t buy your way into the affections of younger consumers. You have to earn those invaluable social shares with creative content and campaigns that’s good enough to generate a buzz. Brands should also appreciate that these younger shoppers have lower purchasing power and many can’t afford the higher prices of products that reflect their values. So, it’s on brands to carry the cost difference or accept this audience may be slow to showcase their values.
Part of this also means prioritizing co-creation and collaboration, in that way empowering Gen Alpha to actively shape brand narratives and experiences. Investing in the metaverse, AR/VR, and other immersive technologies is no longer optional; it’s essential for creating engaging and meaningful interactions. Above all, transparency, authenticity, and a genuine commitment to social and environmental responsibility are non-negotiable for building trust with this discerning demographic.
So what?
■ Traditional advertising strategies will typically fail to resonate with Gen Alpha.
■ Building authentic connections and treating their physical and digital worlds as one seamless whole is crucial for engagement.
■ Brands that prioritize values, co-creation, and immersive experiences will be best positioned for success.
Next steps
■ Connect with Julianne Hudson to develop a tailored approach for reaching this unique demographic.
■ Collaborate with our Innovation Lab via Ivan Mayes to explore and experiment with emerging technologies and platforms relevant to Gen Alpha.
■ Contact Mae Karwowski at Obviously, VML’s Influencer agency to identify and activate authentic Gen Alpha voices and communities.
76% of Gen Alpha in US say they like to buy from companies trying to do good in the world.
50% of Gen Alpha in US claim online influencers influence what they want to buy.
69% feel that influencers give them better insights to products compared to other commerce channels.
Mobile Mastery: Perfecting the Pocket-Sized Shopping Experience
Despite years of mobile-first pronouncements, many brands still fall short of delivering truly exceptional mobile shopping experiences.
So, how can your business elevate its mobile commerce game to capture the growing segment of shoppers who prefer to browse and buy on their phones?
The year 2025 is upon us, and mobile commerce is far from a novelty; it’s a cornerstone of the retail landscape. With smartphones becoming our primary interface to the digital world, the expectation is that every brand should offer a seamless and engaging mobile shopping experience. Yet, surprisingly, many retailers and brands are still struggling to meet this fundamental consumer demand. Generally, user experience (UX) design still fails to accommodate the demands of smaller screens, on-the-go browsing, and the integration of mobile-native features like location services and mobile payments. And mobile users are well aware of these shortcomings.
By prioritizing mobile optimization, brands can capture a larger share of the growing mobile commerce market, improve customer satisfaction, and drive increased conversions. This means streamlining navigation, optimizing page load speeds, simplifying checkout processes, and leveraging mobile-specific features to create truly engaging and convenient shopping experiences.
At the same time, brands should keep one eye on the fact that mobile technology itself is evolving. From voice interfaces to wearable, glasses-like screens that allow for ‘head up’ browsing on the move, changing mobile UI will demand corresponding shifts in UX design.
So what?
■ Mobile mastery is no longer optional; it’s a necessity for competing in the modern commerce landscape.
■ A sub-par mobile experience can drive customers away and damage brand perception.
■ Investing in mobile optimization can significantly boost sales and customer loyalty.
Next steps
■ Conduct a comprehensive audit of your current mobile shopping experience, identifying areas for improvement.
■ Connect with Jonathan Heap to create a best-in-class mobile commerce strategy tailored to your specific business needs.
■ Collaborate with our mobile specialists via Jonathan Heap to develop and implement seamless mobile shopping solutions that prioritize speed, convenience, and engagement.
36% of online sales are made via mobile phones.
66% of global consumers believe retailers and brands should improve their mobile shopping experiences.
23% of global consumers have used voice UI to make purchases.
The Retail Revolution: How MACH Could Transform Physical Stores
As digital commerce evolves, we’re sensing an opportunity around how MACH principles – that’s the modern approach to building digital experiences via Microservices, API-first, Cloud-native, and Headless tech – could be applied to help revolutionize physical retail spaces.
So, how can the associated heavyweight benefits of MACH – notably agility, flexibility and scalability – be applied to retail spaces?
Granted – the literal application of MACH to physical spaces may be a stretch. But the concept holds some weight if we apply its composable basis and consider how the management of back-end systems (think fulfillment, logistics, accounts, etc.) can be systematically independent from the front-end – typically the consumer-facing elements such as store design and layout, and staffing. In-so-doing, we can envision a future where traditional stores evolve into intelligent, agile, adaptive spaces informing physical commerce via digital intel.
Inspired by MACH thinking, this could translate to a retail evolution where stores could be transformed overnight based on real-time data and consumer behavior. Imagine walking into a store where every surface is dynamic, every fixture is intelligent, and the entire space reconfigures itself to match shopping patterns and cultural memes and trends. Witness Nike experience stores around the globe as early examples.
In this retail landscape, stores would function like living organisms, constantly evolving and adapting to their environment. We could see spaces that use advanced AI to predict and prepare for upcoming trends, with modular fixtures that automatically rearrange during off-hours to optimize for the next day’s shopping patterns. Consumers would experience shopping environments that recognize them instantly, with digital surfaces throughout the store displaying personalized recommendations and immersive content. The traditional boundaries between online and offline shopping would dissolve completely, replaced by a fluid, intuitive experience that adapts to each individual shopper’s preferences and needs.
So what?
■ MACH thinking promotes a future-proof infrastructure that can adapt to new technologies, delivering competitive advantage through operational agility.
■ Better decision-making is enabled via real-time data insights, with cost reductions attained through predictive analytics.
■ Customer loyalty would be augmented through personalized experiences.
Next steps
■ Schedule a MACH readiness assessment to evaluate your current retail operations via Nick Harry or Shalina Ganatra.
■ Design a pilot program for one store location to test and refine the concept.
■ Build a business case for implementation, including quick wins that can demonstrate immediate value.
■ Read the VML report “MACH 3.0: Driving Innovation with AI”.
63% of business executives shared that better integrating technology into the in-store experience was a top priority for them.
58% of retailers will allocate six to nine figures toward enhancing their in-store intelligence capabilities.
Social Commerce: One Sales Channel to Rule Them
All?
Social media dominates digital behavior. Yet the one glaring exception to date has been in the realm of commerce.
So, how soon before the social giants successfully leverage their enormous reach to capture consumer spending power? And what does that mean for brands and retailers?
Two VML surveys found that social commerce is predicted to be the leading growth channel by 2029. That’s based on two key advantages social has over other channels – scale, and its ability to give consumers what they want. With 94.5% of the world’s five billion-plus internet users on social media, it represents the largest ready-made consumer market in history.
Social commerce also allows people to ‘shop where they play’, answering consumers’ desire to be entertained while they shop, and to get from inspiration to purchase as quickly as possible. What could be more convenient than seeing something you like shared on social media, and clicking to buy there and then?
We’re also seeing the rise of social commerce communities with social shopping becoming more community-driven, with greater emphasis on peer recommendations, user reviews, and collaborative experiences. This includes joining virtual shopping groups with friends and engaging with brands through live streams and Q&A sessions.
But if there’s one thing compromising social commerce, it’s the matter of in-app checkout capabilities. The likes of Meta, TikTok and Douyin in China want purchases to go through their own native checkouts, so they control the process (and data) the way marketplaces do. Brands like to direct consumers to their own channels from links.
In the meantime, it’s not exactly holding consumers back from converting. 73% of consumers say they have bought through social media, and 62% intend to shop more on social in the future. And these figures should have brands fired up – in-app or off-platform.
So what?
■ Social media offers the biggest consumer audience – and it’s across all consumer groups, not just Gen Z and Alpha.
■ A strong social commerce strategy allows you to link marketing directly to selling on a single channel.
■ Don’t sweat on in-app versus off-site purchasing. Consumers just want to find and buy products. But do keep it immersive and interactive – utilizing AR and VR to aid visualization will help.
Next steps
■ Get in touch with Charlie Wade or Chloe Cox for a deep dive on the big Social Commerce opportunity for your business.
■ Contact Michelle Baumann to explore building Growth Audiences through our Growth Mining capability, and how to convert them via Creative Commerce.
■ Connect with Nick Pan to explore the opportunities for your brand based on social commerce’s advancement in China.
94.5% of internet users are on social media.
73% of consumers say they have made purchases through social media.
62% intend to shop more on social platforms in the future.
4. Logistics: Streamlining & Sustainability
The Big Picture: As we hurtle towards the point where the smartest technologies and strategies can keep up with demand for faster and faster fulfillment, there are signs that cost and sustainability could apply a timely brake to consumer expectations.
Right Here, Right Now: The Sub 2-Hour Delivery Revolution
Shoppers increasingly expect super-fast delivery, forcing businesses to prioritize speed over pretty much everything else!
So, how can your business achieve super-fast delivery whilst also addressing consumer demand for sustainability, purpose, ethics, and values?
A fundamental shift is occurring in consumer expectations around delivery speed, with 31% of global consumers now expecting delivery in less than two hours. This benchmark is reshaping the entire commerce landscape, with 56% of global consumers claiming they will not shop with retailers, brands or marketplaces which do not match their expectations. However, this creates tension, with the pressure on organizations to deliver in lightning-fast time, whilst also considering consumer demand for sustainability, ethics, and purpose.
Companies like Amazon and JD.com are leading the charge and setting new standards with their ultra-fast delivery networks, while dark stores, micro-fulfillment centers, and AI-powered route optimization have become essential infrastructure.
On the flipside, let’s not forget that despite the growth in demand for faster delivery, a significant proportion of consumers aren’t so time-sensitive. So, we have the likes of Temu trading off fast delivery for a better price, whilst Amazon Day combines multiple orders into one delivery, trading next day delivery for less packaging waste and greenhouse emissions. What’s common to all is a service that chimes with consumer expectations.
So what?
■ Speed of delivery is becoming as important as price in purchase decisions.
■ Traditional supply chain models are no longer sufficient for modern commerce.
■ Businesses must balance delivery service options with sustainability concerns.
Next steps
■ Audit your current delivery capabilities and identify gaps in meeting 2-hour expectations.
■ Explore partnerships with last-mile delivery specialists.
■ Contact our Supply Chain specialists via Tim Reay to develop a future-proof delivery strategy.
■ Connect with Paul Hart to fine-tune your last-mile delivery tech and develop machine learning modules to transform your home delivery offering.
33% of US consumers won’t even consider an online retailer or brand that doesn’t deliver within 24 hours.
Shrinking the Last Mile: Repurposing Stores for Faster Fulfillment
The biggest challenge to super-fast delivery is distance. The closer a product is to the delivery destination on dispatch, the sooner it can arrive at the customer’s door.
So, how can brands cut down delivery distance so they are more or less only having to cover the ‘last mile’?
One answer is to make use of the largest physical infrastructure asset there is in retail – stores. Walmart has done just that with great success. 90% of Americans live within 10 miles of one of Walmart’s 5,200 US stores. Through a combination of heavy fleet investment, restructuring premises to combine in-store pick-up and dedicated warehousing areas, and innovating in how it works with external logistics operators, Walmart has increased its delivery capacity by 55% since 2022 and reduced costs by 20%.
Significantly, it has also been able to launch this as a service to other brands and retailers. It even counts fellow retail titan The Home Depot as one of its GoLocal clients.
If the model seems to favor big players with gigantic space capacity and deep pockets to invest, it’s also the case that even the largest chains have finite capacity to hold and move stock. In the quest to get ever closer to the end destination, convenience stores and other small local retailers represent the next frontier, a model already in play with parcel and courier services.
So what?
■ Retail premises offer a ready-made resource for pushing last-mile fulfillment closer to the final destination.
■ Brands can leverage existing partnerships with retailers to make deliveries cheaper and quicker.
■ For retailers, repurposing premises as fulfillment centers can help offset revenues lost to online commerce.
Next steps
■ Audit your current capabilities to identify opportunities.
■ Explore partnerships to help accelerate fulfillment.
■ Contact Paul Hart to explore last mile efficiency gains via AI, including route optimization.
■ Contact our Supply Chain specialists via Tim Reay to explore options around fulfillment, logistics and delivery.
53% of total shipping costs relate to the last mile.
#1!
The one thing that consumers would change about their delivery experience is to make it faster.
By 2027, the global last mile delivery market is expected to grow to more than $200bn.
Cutting out the Middleman: How Directfrom-Factory Retail Drives Down Prices
Budget eCommerce disrupters Temu and Shein have proven that nothing grabs consumer attention quite like bargain prices, despite some of their practices attracting close scrutiny. Part of their success lies in a radical logistics model that cuts out the middleman and ships goods straight from factories.
So, what does ‘direct-from-factory’ mean, not just for the future of logistics, but for consumer brands themselves?
In a world where price remains the number one factor that influences online purchasing, any and every cost saving that can be passed onto consumers is fair game. Wiping out warehousing costs by shipping goods from the producer directly to the consumer falls into that category.
But what’s even more radical about the Temu-Shein approach is that it, in effect, represents Chinese factories – the great engines of 21st century consumer goods production – making their own direct-to-consumer plays. Tech has played its role, with both companies leveraging consumer-friendly mobile apps and some savvy social media-focused marketing to connect producers to consumer markets.
With all the cost advantages at their disposal, producers stepping into consumer markets is another significant challenge to retail brands.
So what?
■ Value is paramount to consumers. Retail brands must double down on finding cost efficiencies of their own, especially from logistics.
■ Finding new ways of working with producers can unlock new opportunities.
Next steps
■ Connect with Shalina Ganatra to evaluate and rationalize existing routes to market.
■ Contact our Supply Chain specialists via Tim Reay to explore options around fulfillment, logistics and delivery and the enabling technologies.
■ Interrogate the opportunity via AI, including modeling via digital twins. Connect with Ted Lappas.
■ Connect with Nick Pan to review the lessons of these Chinese disruptors.
Price is the leading factor to influence purchase decisions when buying a product online.
63% of consumers in Western countries plan to shop via Chinese apps for the 2024 holidays.
Delivery Machines: The Role of Tech Innovation in the Future of Logistics
From AI-powered inventory management and route optimization to nextgen automated picking robots, technology is at the heart of new efforts to drive efficiency in logistics.
So, how far can innovation go? Will deliveries really one day be entirely automated?
The answer appears to be a resounding yes, and possibly sooner than most people expect. Home delivery robots are already out there tramping the last mile, having attracted some $8bn in funding since 2020 – although most are currently remotely operated rather than fully autonomous.
Full automation of delivery robots is subject to the same safety concerns as all driverless vehicles. So, when sensor technology, control systems and network infrastructure make the final leap to allowing AI to run a vehicle with minimum safety concerns, we’ll have autonomous delivery vans and trucks, too. Remotely controlled machines are likely to continue to play a part, especially in the form of drones, and five million commercial drone drop-offs will be made worldwide in 2024. In 10 years’ time, it expects that number to soar to 808 million, with an average per-delivery cost of just $2.
So what?
■ Delivery robots and drones help to meet soaring demand for home deliveries, especially at peak times.
■ Fully automated delivery systems will be able to work around the clock to meet demand.
■ Robots and drones promise a major reduction in last-mile fulfillment costs.
Next steps
■ Audit your current delivery capabilities.
■ Connect with Paul Hart to identify gaps for automation and other areas that stand to benefit from AI.
■ Contact with Tim Reay to review innovative delivery options.
$8bn has been invested in home delivery robots since 2020.
5 million commercial deliveries will be made by drones in 2024 – up from 875,000 in 2022.
$2 is the predicted average cost of a drone delivery by 2034.
Packaging Innovation: Harnessing
On-Package Technology to Tackle Waste
With sustainability such a high priority, most of the focus in packaging innovation is understandably on reducing waste. But consumers still expect packaging to be functional, convenient and, increasingly, informative.
So, how can packaging technology – including Radio-Frequency Identification (RFID), Near-Field Communication (NFC) and QR codes –work to improve both sustainability and the customer experience?
On one level, digital shoppers see sustainable packaging as part and parcel of a good experience. 69% of consumers actively seek less packaging with their orders. 62% are also more likely to buy a product with a sustainability certificate, and 54% say climatefriendly messaging on the labeling influences what they buy.
In other words, shoppers want packaging that is both eco-friendly itself, and which informs them to make more sustainable choices. That’s where packaging technology comes in. It’s hard to explain green credentials in any detail in limited labeling space. But with the likes of QR codes, brands can provide direct access to the information people want online.
As well as allowing consumers to access product information, smart packaging promotes authenticity verification and traceability (via RFID and NFC tech), and interactive experiences through smartphones. In fact, the field of printed electronics opens the door to turning packaging itself into a connected device. Think multiuse containers that can alert customers when refills are needed or trigger a repeat purchase. Or perhaps even give a warning before someone buys an item they already have in duplicate. Again, it’s about helping consumers make the decisions that lead to greater re-use and less waste.
So what?
■ Consumers expect brands to take the lead on providing them with more sustainable choices.
■ Making packaging more sustainable helps brands meet their own sustainability objectives.
■ At the same time, giving consumers clear, honest information to help them make their own eco-friendly choices fosters trust and loyalty.
Next steps
■ Contact Carine Thomas about how our Sustainable Commerce Practice can help your business reduce its carbon footprint.
■ Connect with Mike Rokes to initiate journey mapping to identify opportunities to promote sustainable options, incentives and behaviors.
69% of consumers want less packaging with online orders.
62% of people say they are more likely to buy a product with a sustainability certificate.
54% of shoppers say that ‘climate-friendly’ labeling influences their purchasing decisions.
5.
Out There: Far Beyond 2025
The Big Picture: Given how rapidly commerce trends come and go under the influence of digital technology, there’s no clear way of knowing how the landscape will look in five or 10 years’ time, and beyond. But based on what we know now, here’s our considered far-out pick of five.
The Telepathic Transaction: How Neurotech
will Reshape Retail
Get ready to think your way to checkout: brain-computer interfaces are making it possible to shop with your mind, raising big questions about privacy along the way.
So, how can your business ethically and responsibly prepare for a future where consumer thoughts directly influence purchasing decisions?
Welcome to the mind-bending future of shopping, where your thoughts could become your new digital wallet. As neurotechnology races forward, companies like Neuralink and Kernel are pioneering a revolutionary fusion of brain-computer interfaces (BCI) and commerce, promising a world where purchases can be triggered by mere thoughts. This isn’t just sci-fi fantasy. In China, EEG-based shopping experiences are already exploring how brain activity patterns can predict and facilitate purchase decisions before conscious thought even occurs.
This neuro-commerce revolution isn’t just reshaping how we shop; it’s democratizing access to the digital marketplace in unprecedented ways.
For individuals with physical disabilities, thought-based shopping could finally eliminate barriers to independent purchasing, while mainstream consumers might soon find themselves in a world where traditional marketing becomes obsolete, replaced by split-second decisions made in the subconscious mind. However, as we stand on the brink of this transformative technology, we must grapple with profound questions about mental privacy and autonomy in a world where our thoughts become our transactions.
So what?
■ Neuro-commerce will fundamentally change how we think about accessibility in digital retail.
■ Traditional marketing approaches must evolve to account for subconscious decision-making.
■ Privacy and ethical considerations become paramount as commerce enters the mind.
Next steps
■ Begin exploring neuro-responsive interface design for your digital properties.
■ Develop ethical guidelines for subconscious marketing practices.
■ Connect with our Accessibility Innovation team via Stephen Moody to understand the implications for inclusive design.
■ Partner with neurotechnology firms to pilot thought-based shopping experiences.
60%
desire immersive and futuristic physical store experiences. 59% of consumers are more likely to buy from digitally innovative brands.
Genetically Curated Commerce: Decoding Your DNA for Personalized Products and Experiences
Genetic commerce uses your DNA to predict future needs and offer hyper-personalized products and experiences.
So, how can your business ethically leverage genetic data to create personalized offerings that resonate with consumers?
Imagine products and experiences tailored precisely to your DNA. Genetic commerce anticipates your needs, offering everything from customized supplements based on your genes to bespoke travel itineraries designed around your predicted health. “80% chance you’ll love artisanal pickles? Pre-order now!” or “Hike Mt. Fuji while you still can; your DNA suggests…”
This isn’t sci-fi; companies are exploring how genetic data can personalize recommendations, predict health needs, and even suggest life experiences. Think skincare routines optimized for your skin’s genetic properties or fitness plans based on your muscle fiber type.
This hyper-personalization raises ethical questions. Whilst convenient, concerns about data privacy, genetic discrimination, and manipulation exist. Will consumers share their DNA for personalized offerings? How can we ensure equitable access and prevent a “genetic divide”? Transparency, data security, and consumer control are crucial for building trust as genetic commerce evolves.
So what?
■ Genetic commerce revolutionizes personalization, going beyond demographics to individual biology.
■ Ethical use of genetic data allows deeper consumer connections and unique value. However, consumer confidence needs to be won over.
■ Ignoring this trend risks falling behind in an increasingly personalized market.
Next steps
■ Partner with our Strategy and Creative teams via Jason Carmel to explore areas where genetic information might add value to your customers.
■ Contact our Innovation Lab via Jason Carmel to design or prototype genetic data applications in your industry.
■ Connect with Neal Balar to collaborate with our Data Ethics & Privacy team and develop responsible genetic data guidelines.
66%
of global consumers are now increasingly focused on their health, and this impacts what they buy and who they buy from.
88%
of consumers willing to share their data are willing to share it with GPs, but only 5% with digital tech companies and 17% with pharma companies.
61%
are fairly positive about sharing their health status if it is for care purposes.
Pay As You Feel: How Digital Currencies Will Redefine Value
In the future, no two transactions will cost the same. Digital currencies will make value dynamic, defined not by any fixed standard but by the purest form of monetary value – how much vendors want, and what buyers are prepared to pay.
So, what are the risks and rewards of decentralized currencies for business, consumers and entire economies?
The digitization of money has created a new struggle for control over currency and value. In one corner are the central banks, established custodians of currency who fix value according to perceived wider economic good. In the other corner are cryptocurrencies, radically decentralized, with value rooted in transactions across vast peer-to-peer networks.
The problem with cryptocurrencies so far is just how volatile their values are. They are yet to make a serious impact in retail because what you pay in Bitcoin for a cup of coffee at Starbucks one week might buy you a full basket of groceries the next. But there are efforts to address that with so-called ‘stablecoins’ – cryptocurrencies that have their value pegged to standard currencies like the dollar. Facebook and Amazon are among the early prospectors. Incoming US President Donald Trump has also indicated his support for making cryptocurrencies more mainstream, with his family’s own cryptocurrency venture – World Liberty Financial.
Private enterprises will be free to peg the value of their own coins to other standards. For retail marketplaces, it could be that shoppers’ money goes further, the more sales there are, thereby incentivizing buying. Or on social media, we could see ‘emoticoins’ that grow in value, the more active users are sharing and recommending products.
So what?
■ With Donald Trump set to introduce new pro-crypto regulations, crypto trends will likely accelerate.
■ Payment systems will have to adapt to accommodate cryptocurrencies and other emerging monetary forms.
■ Re-thinking your approach to payments, pricing strategy and how you define value in partnership with your customer base can help future-proof your business.
■ Technology can help you explore innovative ways to use tokens of exchange in loyalty and reward schemes without the need for a full currency launch.
Up to 30%
of consumers who hold cryptocurrency say they primarily use it for purchases.
65% of the merchants that do not accept crypto today say volatility is an important reason in their decision not to accept it.
Next steps
■ Keep close to the developments around new currencies, and the appetite from your customers to use them.
■ Localize your payment and checkout but think and act globally so as not to deter international consumers. Crypto could help.
■ Connect with Naji El-Arifi to explore the opportunities around new currencies.
81% of consumers will abandon their cart if their preferred payment method is not available.
The Great Orbital Offload: Exporting
Earth’s Environmental Burden
In a bold and controversial leap toward solving Earth’s environmental crisis, corporations and space agencies are exploring a radical solution: relocating our planet’s environmental problems to space.
So, does this fantastical proposal take the heat off our increasingly pressured brands and retailers in meeting the sustainability demands of their consumers and governments?
In a word no, or at least no time soon. But this hyper-ambitious plan isn’t just pie-inthe-sky thinking – major companies are already developing plans for lunar landfills, orbital factories, and off-world industrial facilities, with China’s space program leading the charge by studying potential manufacturing sites on the dark side of the moon. The proposition is tantalizingly simple: maintain our current consumption patterns while eliminating terrestrial environmental impact by literally shooting our problems into space.
Naturally, this astronomical solution to terrestrial troubles raises profound ethical concerns that extend beyond our atmosphere. While the idea of relocating environmentally harmful processes and waste to off-world locations might temporarily ease Earth’s burden, critics warn it could represent the ultimate form of environmental colonialism, transforming space into humanity’s cosmic dumping ground. With the astronomical costs involved, this “out of sight, out of mind” approach might only be accessible to the world’s wealthiest nations and corporations, raising questions about global environmental equity in the space age.
Back home on Earth, two-thirds of consumers are in agreement: brands and retailers need to do more in offering better environmental practices. The message is clear –continue to clean up or they’ll walk.
So what?
■ The environmental impact conversation extends beyond Earth to include cosmic consequences.
■ Space-based environmental solutions could reshape corporate sustainability strategies.
■ New regulatory frameworks will be needed for off-world environmental practices.
Next steps
■ Evaluate the potential for relocating environmentally intensive operations off-world.
■ Develop partnerships with space logistics providers and environmental scientists.
■ Connect with Shalina Ganatra to explore ‘Blue Ocean’ opportunities including Space Commerce.
■ Consider the ethical implications and your customers’ perception of cosmic waste export.
$33 quadrillion is the estimated cost to launch just one years’ worth of garbage into space and into the sun.
67% of global consumers wish brands and retailers offered better environmental practices.
63% of global consumers wish companies would do more to offset their impact on the environment.
Commerce in the Apocalypse: Survival and Resilience
Today, conflict is a constant, and increasingly on a global scale. The stakes are sky-high. Business as usual may soon count for nothing. So, we need to rethink commerce for a new world of risk – one where business success will be defined by resilience, community focus, and adaptability, not traditional growth metrics.
So, how can your business prepare for potential future disruptions by prioritizing resilience, localization, and community building today?
In a potential apocalyptic future, traditional business models will be obsolete. Global supply chains will likely collapse, forcing businesses to hyper-localize production and distribution. Forget global expansion; think regionalized economies and micromanufacturing. Providing essential goods and services – food, water, energy, shelter, security – will be paramount.
Non-essential businesses will need to radically adapt or face extinction. Circular economic principles – reuse, repair, recycling – will become necessities, not trends. Building strong ties with local communities will be vital for accessing resources, fostering trust, and ensuring survival. Investing in both physical and digital security, including data protection and self-reliance, will be critical.
Adaptability and innovation will be the ultimate competitive advantages. Businesses must be able to pivot their operations rapidly, develop innovative solutions to unforeseen challenges, and operate independently of fragile infrastructure.
Decentralized systems and distributed production models will be crucial for resilience. As traditional financial systems potentially falter, exploring alternative economic models like bartering and local exchange trading systems (LETS) may become necessary. Ultimately, business success in this challenging future landscape will be redefined by survival, community well-being, and the ability to contribute to a more resilient future.
So what?
■ Traditional business strategies focused on growth and globalization may be inadequate and irrelevant in an apocalyptic scenario.
■ Resilience, adaptability, and community focus will be essential for survival.
■ Investing in these areas today can strengthen your business against future disruptions, regardless of their severity.
Next steps
■ Engage with our Futures team via Jason Carmel to explore scenario planning, and develop strategies for building resilience in the face of potential disruptions.
■ For sustainability opportunities, contact Carine Thomas to integrate circular economy principles into your business model.
■ Connect with Charlie Wade and partner with our Community Engagement team to develop programs and relationships that strengthen local ties.
60% of global supply chain leaders say that they are acting to regionalize their supply chains. 51% of companies around the globe lack plans or protocols to address emergencies (such as another pandemic).
Key Contacts & Contributors
Hugh Fletcher
Global Demand Content and Thought Leadership Director, Enterprise Solutions
Lindsey Yoselevitz
Managing Director, Communications, Commerce
Minos Makris
Senior Content Demand Manager, Enterprise Solutions
Stephen Moody
Head of Commerce CX, Enterprise Solutions
Michelle Baumann
Global Chief Strategy Officer, Commerce
Ivan Mayes
Global Chief Technology Officer, Commerce
Jason Schlosser
Executive Director Technology
Charlie Wade
Global Head of Experiential and Partnerships
Gemma Spence
Chief Digital Commerce Officer, Commerce
Jon Bird
Executive Director, Commerce
Marketing & Communications
Naji El-Arifi
Head of Innovation, Enterprise Solutions
Heather Physioc
Chief Discoverability Officer
CEO of Satalia – A VML Company
– and Chief AI Officer for WPP
Helmut Rieder
CEO, Luxembourg and Head of VML Center of Excellence for Amazon
Mike Rokes
Head of UX & CX Consultancy, Enterprise Solutions
Daniel Hulme
Key Contacts & Contributors
Neal Balar
Chief Analytics & Data Officer, ME&I
Ben Geheb
Global Chief Experience Strategy Officer
Mae Karwowski
Founder & CEO, Obviously – A VML Company
Jonathan Heap
Chief Technology Officer, Mobile Commerce
Nick Harry
Chief Technology Officer EMEA, Enterprise Solutions
Shalina Ganatra
Head of eCommerce Consultancy, Enterprise Solutions
Jason Carmel
Global Lead, Creative Data
Chloe Cox
Head of Social, Enterprise Solutions
Nick Pan
Chief Commerce and Strategy Officer, APAC
Managing Director Strategy, Commerce
Paul Hart
Head of Logistics Solutions, Satalia – A VML Company
Ted Lappas
Head of Data Science, Satalia – A VML Company
Sustainable Commerce Lead, Netherlands
Tim Reay
Head of Business Services, Enterprise Solutions
Carine Thomas
Julianne Hudson
About VML
VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy’s. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.
VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com/expertise/enterprisesolutions, and follow along on Instagram, LinkedIn, and X. #WeAreVML